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Packaging & design
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M-real gets prepared to the future

Finnish cardboard and paper maker, M-real, is launching several initiatives to adapt its offer and its whole strategy to foreseeable changes of consumers’ needs. Sustainable development will form the core of the group’s new development axis.

M-real, one of Europe’s leading producers of high-end cardboards and papers, recently sold its Graphic Papers Business Area, which gathers products designed to quality printing in the press and media sectors, to South African group Sappi Ltd. The transaction of a total of EUR 750 million comprises 4 mills in Finland, Germany and Switzerland. M-real’s net debt should subsequently decrease approximately by EUR 630 million. The operation should also provide the company with a new leeway to prepare the coming decade.

Actually, M-real does not appear to be short of ideas to get prepared to the future, whether it is about its own future or the planet’s one. It’s probably a chance for the company, considering the numerous challenges the paper industry might have to face. Top of the list are challenges linked to customer satisfaction, in a context of price increases. Obtaining from suppliers to reorganize themselves and to adapt their production standards is another challenge, as the paper industry will have to reduce costs. Last but not least, the industry must become more eco-friendly to address the growing demand from the general .

M-real Consumer Packaging’s response is based on a new concept aiming at upgrading the overall performance of its cardboards: LITE4U:

  • “L” stands for “lightweightening” of products, one of the areas where M-real made the heaviest investments over the latest years, with the aim to obtain lighter cardboards offering the same properties than heavier ones.
  • “I” stands for the “innovative” external aspect and the performance of M-real’s cardboards.
  • “T” stands for “time”, as M-real’s new organisation and manufacturing processes help saving time.
  • “E” stands for “environment”.
  • “4” refers to the group’s 4 manufacturing sites.
  • “U” stands for M-real’s unique cardboard offering.

LITE4U is a concept that aims to provide a consistent response to concerns expressed by the group’s environment. M-real applies the concept to its five product ranges (Carta Integra, Carta Solida, Carta Prima, Simecote) and, of course, to the latest one, Carta Elega.

Showcased for the first time at the Drupa 2008, the world’s most important event for the print media, Carta Elega is a range of lightweight fully coated folding boxboards, ideally adapted to the beauty industry’s requirements. The range offers very good printing results as well as very good surface properties, a superior visual smoothness, high brightness and equal bluish-white shade on both sides. Carta Elega is available in 200-380 gsm.

As far as environment protection is concerned, Carta Elega continues the lightweighting theme of M-real cardboards. Lighter weight boards bring both cost savings and create less waste throughout the value chain.

M-real’s sales totalled EUR 4.4 billion. The company will participate in the Luxe Pack tradeshow in Monaco, from October 28 to 31, 2008.

Vincent Gallon

Portfolio

  • M-real offering
  • M-real's mill in Kyro (Finland)
© 2008 - Premium Beauty News - www.premiumbeautynews.com
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