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Katja Wagner

The No. 1 chocolate brand is now also “testing” paper packaging

Better late than never?  



Milka Verpackung als limitierter Test in Papier
Limited Paper Edition

Milka is currently testing new paper packaging (without aluminum foil inside) - is this just a “late to the party” move or a significant step in the right direction? 



The sustainable start-up Nucao has been selling its chocolate in mono paper packaging for some time and Ritter Sport has already tested paper in 2021. Now Milka is following with a “limited test”.


As Germany's strongest chocolate brand, Milka would have enormous leverage to promote the circular economy and sustainable consumption.


Will it work? How can sustainable packaging be a success?



👉 Sustainable Consumption should be easy:


Paper is better than plastic. Correct?


It's complicated - for the manufacturer and for the consumer:


How energy-intensive is the production process, does the paper come from sustainable forestry, how good are recyclability, degradability and product protection?


But we know that mono-material is more recyclable and paper is perceived as more sustainable and is therefore preferred. 


Milka makes it simple and understandable: the new paper packaging is communicated in large purple type, the rest of the design is zoomed in 1:1. The note “Dispose of empty packaging in waste paper” is written in white above the paper typo - well done! ✅


  

👉 Die sustainable behaviour should be attractive:


The most important reason to buy chocolate is indulgence.


The No. 1 no longer needs to show chocolate front of pack. Instead, Milka communicates through the familiar, strong brand codes “logo, cow, purple”.


While many brands use brown paper color codes, Milka stays true to the iconic purple. Only a few brands can do that - Chapeau! ✅


 

👉 Sustainability must be available and affordable:


The new packaging is on the familiar shelf and replaces the classic - at the same price. Great! ✅



👉 Don't just talk about sustainabililty. Take action!


No raised index finger or sustainability phrases!

Whoever puts packaging into circulation is also responsible for its environmental compatibility.



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LinkedIn Post: 30.08.2024 by Katja Wagner



















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