Mars Wrigley’s Balisto chocolate bar embarks on German paper packaging pilot
09 Feb 2021 --- Mars Wrigley Germany is piloting a paper-based Balisto chocolate cookie bar wrapper for the first time with retail partner EDEKA Minden-Hannover.
The partners are rolling out 100,000 Balisto paper-based multipacks (each pack containing nine single bars) in more than 500 stores from this month, reducing plastic by approximately 440 kgs.
The chocolate cookie bar wrappers are made from FSC and/or PEFC-certified paper and recyclable in paper recycling streams.
“The paper-based Balisto singles packaging consists of more than 90 percent paper and are coated with a light layer to protect the quality of the product and ensure the shelf life of the food,” Nina Wenzl, corporate affairs director Germany, tells PackagingInsights.
“As this is a new development, the exact components of the paper packaging are confidential, but I can share the coating is not PVC.”
Mars is striving to make all its packaging recyclable, reusable or compostable by 2025 and reduce virgin plastic by 25 percent in line with its Ellen MacArthur Foundation commitments.
Understanding paper packaging
Mars Wrigley is using the pilot to determine how the paper wrappers function in practice, notably, in the speed of production and assembly at its Viersen factory in Germany, during transport and on the shelf.
“How customers accept sustainable packaging is also crucial to success. All the lessons learned will feed into the future design of the packaging for the Mars chocolate bar portfolio,” Wenzl says.
“We are implementing various pilot projects at Mars Wrigley this year all over Europe – like the Balisto Test & Learn in Germany.”
“Our efforts include avoiding unnecessary packaging (reduce), the use of recyclable mono-materials (replace), the use of reusable packaging models (reuse) and the processing of recycled material in new packaging (recycle).”
The Balisto chocolate cookie bar wrappers are made from FSC and/or PEFC-certified paper and recyclable in paper recycling streams.
Due care for chocolate
Chocolate is a delicate product placing high demands on packaging. The packaging must maintain optimal taste and quality while reliably protecting the product from contamination and moisture.
“This is a major challenge because primary paper packaging brings with it fundamentally different properties than plastic packaging made of plastic,” explains Wenzl.
“We use a new special paper developed for demanding food products, with which we currently do not quite reach the usual minimum shelf life.”
“But we are convinced that we will be able to further optimize the results here in the future together with our partners from the packaging industry.”
Consider the crisp
Another consideration is ensuring the Balisto bars’ out cookie layer stays crisp in the new packaging.
“On the one hand, the paper needs a barrier layer on the inside so that oxygen, moisture or odors cannot penetrate and cocoa fat won’t leave grease stains on the packaging,” Wenzl continues.
“On the other hand, the outside of the packaging must ensure good printability, without inks entering the inside of the product packaging. That's why an additional light coating is important.”
Mars generates approximately US$40 billion in annual sales and produces some of the world’s most recognizable brands, including Dove, Extra, M&M’s, Milky Way, Snickers, Twix, Orbit and Skittles.
The confectionery sector's transition to paper-based packaging is gathering pace, with Nestlé’s Smarties and Dutch chocolate manufacturer Tony’s Chocolonely also recently adopting plastic-free solutions.
By Joshua Poole
