Kneipp has launched its limited-edition bath crystals in Sonoco’s fibre-based GreenCan packaging in a bid to unlock a more circular packaging solution for the beauty and wellness market.
GreenCan is said to contain up to 98% paper content; this includes 69% recycled paper in the body and lid. It is intended to suit existing paper recycling streams and align with paperization and circular packaging trends in the packaging industry.
Barrier protection is thought to comprise 6% of the pack and keep the product safe from moisture, oxygen and external contamination.The pack is set to maintain the strength and durability necessary to protect products in transit and on the shelf.
Bath salts are sensitive to humidity and have therefore posed challenges when it comes to replacing their plastic packaging. As such, the version of the GreenCan applied to Kneipp’s new ‘Lieblingsmensch’ product was designed to meet the technical requirements of the moisture-sensitive bath crystals while maintaining a premium look and feel.
The can is designed to provide a tactile ‘paper touch’ finish with vibrant graphics and aesthetics suitable for gifting. This is hoped to reinforce the emotional and premium positioning of ‘Lieblingsmensch’ while aligning with Kneipp’s wider sustainability ambitions.
By trialling the new packaging on a limited-edition product, Kneipp intends to learn more about product protection during the handling and usage stages, as well as packaging quality and consumer experience. It aims to demonstrate that renewable, fibre-based packaging can apply to wellness products.
A customer survey will be conducted to gain more insight into the packaging’s success, and further stability testing will be carried out if the project continues in the future.
“One of the biggest technical challenges was developing a highly paper-based solution capable of protecting bath salts and their complex composition in humid bathroom environments,” said Francesco Giannolo, vice president and general manager of Sonoco Consumer Packaging, EMEA. “Bath crystals are sensitive to moisture and traditionally rely on plastic packaging for protection.
“By combining a paper-based body, paper end and paper plug-in lid with the GreenCan architecture, we were still able to deliver a solution that maintains product integrity while significantly reducing reliance on fossil-fuel-based materials.
“At Sonoco, we are proud to support brands like Kneipp that are helping redefine what sustainable packaging can look like in categories traditionally dominated by plastic. This project shows that paper-based packaging can now be successfully applied to highly demanding personal care applications while maintaining the premium consumer experience brands want to deliver.”
“With this limited edition, we wanted to show that sustainability, innovation and premium wellness can go hand in hand,” added Jessica Raich, packaging engineer at Kneipp.
Earlier this year, The Noirmoutier Sea Salt Cooperative introduced the GreenCan for its Agri-Éthique labelled sea salt range.The pack is designed to reduce plastic use while offering barrier protection – a feature thought to be especially important for hygroscopic products such as sea salt.
Kotányi is also using the GreenCan for its new spice range. The can’s high paper content and lightweight structure are expected to lower both plastic consumption and shipping weight.
