Industry News

Beavertown have designed a range of crisps with compostable packaging for mental health

by | May 2, 2024

Beavertown, which is a well-known British Brewery, is famous for their craft beers and the company has recently announced its new partnership with Campaign Against Living Miserably (CALM), which has led to the creation of their new product.

For a while, Beavertown has been creating a variety of craft beers, this includes Neck Oil, Gamma Ray, Lupuloid and Bones. Now, through their partnership, the company has chosen to launch a limited-edition brand of crisps. These crisps will be cheddar and jalapeño flavour and the purpose behind them is to kickstart conversations around mental health.

In order to achieve this goal, Beavertown decided to work with SMUG who are an artisanal crisp brand, with the intention of developing an original flavour and a purposeful packet. During this unique campaign, the companies will design the innovative product and will manage the production process with help from their partners, crisp manufacturer Yorkshire Crisp Company, along with compostable pack expert Parkside. These collaborations are very important as the goal behind this mission is to create a new flavour of crisps, which are sold in bags that feature mental health conversation starters printed on the inside. The companies decided to manufacture the packets out of laminate materials to make this kind of printing possible, whilst ensuring that the packets remained compostable. This mental health concept, ‘Open Up’ was created by PR agency Here Be Dragons.

The packaging, designed by CALM, features questions such as “What gets you through tough times?” and “If you could give your younger self advice, what would it be?” The reason for this design comes from a recent study conducted by CALM on people within the UK and this study revealed that 56% of people are more likely to say they are ‘okay’ when questioned, instead of actually speaking about it. Therefore, this packaging was designed with the aim of changing that.

Aside from the mental health side of the new packaging, the excellent idea was also deliberately designed to be compostable and therefore the solution is source from Parkside Flexibles’ Park2Nature™ range. The companies opted for their particular material choice, as the high-performance laminate features high barrier compostable cellulose film layers. These film layers are NatureFlex™ films and they are sourced from Futamura. Through this excellent and creative packaging design, the companies have developed a solution which provides the correct amount of barrier performance required to protect the flavour and crunch of the crisps, whist it enables the packaging to be easily composted in both home and industrial settings.

Along with an excellent design, the packs are Seeding and OK Compost certified and it has been confirmed that the packaging aligns with the EU standard EN13432 for packaging recovery, due to its ability to biodegrade and compost. Now that they have been approved, the crisps will be available within 260 pubs throughout the UK and any participating pubs will also give these snacks out for free on Mondays, Tuesdays and Wednesdays.

Sales Account Manager at Parkside, Mark Shaw, commented, “We are delighted that we were able to work on this design for Beavertown crisps and contribute to this campaign for mental health. Beavertown crisps provide that natural invitation to start sharing in a relaxed way, right there at the pub. A great idea if you ask me!’’

Sales and Marketing Director of Futamura Andy Sweetman, mentioned, “We are delighted to be helping out in our own small way with such a brilliant initiative, using ethical packaging to help out in such an innovative way’’.

Pin It on Pinterest