Metsä Board, a prominent European producer of premium fresh fibre paperboards, has teamed up with Finnish confectionery maker Kouvolan Lakritsi to introduce a groundbreaking resealable liquorice mug, crafted from fresh fibre paperboard.
Inspired by traditional paperboard cups, Metsä Board’s expert packaging team developed the new mug, featuring a heat-sealed transparent plastic film that keeps the liquorice fresh. Once opened, the reclosable paperboard cover ensures the product remains protected and fresh for longer, offering consumers a convenient and practical solution.
This innovative packaging not only preserves Kouvolan Lakritsi’s iconic liquorice but also addresses consumer frustrations with traditional plastic pouches, such as easy tearing and stickiness. Moreover, the new design significantly reduces plastic use, contributing to sustainability goals, while its eye-catching appearance enhances its shelf presence.
“We had long been considering whether liquorice packaging could move beyond the standard plastic pouch,” explains Timo Nisula, Managing Director at Kouvolan Lakritsi. “Now, our new mug can even be repurposed as a coffee cup, adding a subtle hint of liquorice flavour to your drink.”
Ilkka Harju, Packaging Services Director at Metsä Board, emphasizes the importance of customer collaboration: “By working closely with Kouvolan Lakritsi, we were able to create a paperboard solution that not only aligns with their brand identity but also provides an innovative and functional design.”
Kouvolan Lakritsi, a well-established Finnish confectionery brand, has been producing its famous liquorice since 1906, following the same recipe since 1960. The new liquorice mug was produced by Kruunukartonki in Finland, offering both sustainability and functionality for modern consumers.
