Metsä Board's Kemiart Brite+ retail-ready packaging

The future of retail-ready packaging looks Brite+

​Metsä Board’s white linerboard range has a recent addition, Kemiart Brite+. This grade is a specially designed coated white-top kraftliner suitable for brand, retail and consumer packages, and is also safe for food packaging.
​“Retail-ready trays and boxes have traditionally been made of uncoated white-top linerboards,” says technical marketing director Leena Yliniemi from Metsä Board. “Now we are offering Kemiart Brite+ to enhance the customer experience in a competitive and effective way. This board has an excellent surface for conventional flexo post-printing of corrugated boards. The high colour density and gloss of Brite+ make it possible to colour-match secondary and primary packaging perfectly.”

According to Yliniemi, corrugated boards have lots of potential to support sales, whether they are used in shelf-ready, point-of-sale, or display solutions: “Colour is what attracts the consumer. Ideally, you could play with colours in trays by combining the attractively coloured outer surface with the white inner surface, with the whiteness communicating the pureness and healthiness of the food inside.”
Leena Yliniemi, technical marketing director, Metsä Board and Veijo Korkalainen commercial director of the corrugated segment at Metsä Board
Veijo Korkalainen & Leena Yliniemi

The strength of Kemiart Brite+ is precisely its power to show off colour. Thanks to the coating technology specially developed for Brite+, more ink stays on the surface, but then dries quickly. The smoother surface also makes it easier to print uniform areas. Compared to uncoated grades, it is possible to obtain the same colour strength with less ink per area.

White linerboards growing fast

Urbanisation and changes in retail structures favour the use of corrugated board in retail-ready solutions. “The aim is to reduce handling times and packaging waste. The recyclability of corrugated board, of course, gives a competitive edge compared to alternative packaging materials,” says Veijo Korkalainen, commercial director of the corrugated segment at Metsä Board.

Anyone who walks into a supermarket can see that brands are really competing for people’s attention using high-quality graphics in point-of-sale solutions and displays. White fresh-fibre linerboard performs well in this battle, as it reflects the colours correctly.

Metsä Board’s annual capacity of white fresh-fibre linerboard is over 700,000 tonnes – making the company the leading supplier in this growing, high-end linerboard niche. The future definitely looks bright.

More on Metsä Board's product development:
Blog post by Cyril Drouet: Packaging innovation is about dreaming big

Article about paperboard development: Managing the product safety cycle

Related articles

Most popular articles

  • Blueberries

    2018/ Customers

    Capturing the Arctic through design

    ​Designed in cooperation with Metsä Board’s packaging and design services, Arctic Blue Gin’s new package reflects the pure Arctic ambience.

    Read More
  • Ecobarrier

    2018/ Products and services

    Going green on the go

    ​Answering to the packaging needs of a growing market for takeaway food, Metsä Board’s new eco-barrier paperboard offers a sustainable and cost-efficient option.

    Read More
  • Packaging design study sketch

    2018/ Markets and trends

    Comparison between plastic and fibre packaging - what do consumers say?

    Views are changing on what is considered luxury. Consumers are becoming increasingly aware of environmental issues, and many want their purchases to reflect these values. Accordingly, modern luxury brands are looking for ways to make their goods desirable for both customers and the planet. And according to a recent consumer survey, that’s also good for the business.

    Read More
  • Zirp insects packaging design

    2018/ Products and services

    Sustainable superfood in sustainable and safe packaging

    ​Insects are considered a common element of human nutrition in many regions around the world. In Europe, too, snacks and dishes made of arthropods are becoming popular. No wonder given the fact that they are rich in nutrients, beneficial to the environment and efficient to breed. Zirpinsects, the manufacturer of ZIRP insect snacks, packs its dried mealworms, grasshoppers and crickets in a sustainable folding carton made of Metsä Board’s fresh fibre board – for a natural, sustainable and consistent product presentation.

    Read More
  • E-commerce box

    2018/ Markets and trends

    Urbanisation Radar: online retail

    ​How is online retail transforming the requirements of today’s consumer packaging?

    Read More
  • Helsinki Distilling Company

    2018/ Products and services

    Natural is the new luxury – in both the products and packaging

    ​Finnish craft distillery The Helsinki Distilling Company combines a true respect for raw materials with an uncompromising attention to detail. Their White Dog new-make spirit and its packaging both communicate a brand aesthetic where the raw and uncut meets a luxurious finish.

    Read More
  • Hershey's packaging

    2018/ Products and services

    Lightweight packaging for dreamy delights

    ​When Hershey was looking for a more sustainable, lightweight and efficient solution for their Cookies & Chocolate secondary package, Metsä Board’s design team was keen to take on the challenge. 

    Read More
  • Paperboard packaging

    2018/ Markets and trends

    Lighter weight paperboards are changing the game in the US

    ​Superb customer service and a superior product are gaining Metsä Board a strong foothold in the US market. Customers in the US embrace better, lighter and faster solutions.

    Read More
  • Arrow box art by Jo Di Bona

    2018/ Markets and trends

    Adapting to e-commerce

    ​The global e-commerce market is growing at double digit growth rates. Increasing e-commerce offers numerous opportunities for packaging suppliers, but also challenges, as online shopping places new requirements on packaging.

    Read More
  • Urban city view

    2018/ Markets and trends

    Urbanisation radar: paperboard demand

    ​What kind of packaging solutions do urban consumers want, and how is urbanisation affecting the demand for paperboard? 

    Read More
  • Iiro Numminen

    2018/ Products and services

    Better with less – design challenge winners talk about their innovations

    ​In Metsä Board’s Better with Less – Design Challenge, innovative solutions for frequently used consumer packages were gathered from entrants around the world. A key focus area in the competition was in creating better experiences for consumers while reducing the environmental impact of the packaging in general.

    Read More
  • Demand for paperboard packaging is increasing in Asia

    2018/ Markets and trends

    Urbanisation radar: Hyper-convenience

    ​Demographic shifts - with more urban, single, carless, digitally enabled yet time-starved or physically restricted consumers - are driving the demand for faster and more convenient shopping and consumption.

    Read More
  • Urbanisation and sustainable packaging

    2019/ Markets and trends

    Urbanisation Radar: What is sustainable packaging?

    Sustainability is a major trend, and is now considered a ‘must-have’ in packaging business. Several studies demonstrate that consumers prefer sustainable packaging and are willing to pay extra for it. But what actually makes a packaging sustainable?

    Read More