In the heart of Finland, where over 70% of the land is cloaked in forest and where environmental stewardship is embedded in the national ethos, a heritage brand is charting a sustainable path forward. Kouvolan Lakritsi, a family-run confectionery known for its traditionally cooked licorice, has partnered with Metsä Board to unveil a new recyclable and reclosable paper cup—a packaging innovation that embodies regenerative forestry, circular economy thinking, and co-creation at scale.
Since 2022, Kouvolan Lakritsi had been considering adding a new packaging format. While the pouch format it was using remained cost-effective and familiar, it lacked the premium presence and sustainability narrative the brand wanted to communicate. With growing consumer interest in recyclable, plastic-free formats—and pressure from retailers for lower-impact options—the company began exploring more innovative solutions.
