Korsnäs Packaging Brands Gain Recognition in Latest Survey

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Korsnäs AB, Gävle Sweden, reports that in the 2010 Brand Tracking Survey for Consumer Packaging, conducted by Opticom International Research, Stockholm, Sweden, its consumer packaging brands have emerged as a "contender" in three important markets—France, Germany, and the U.K. Korsnäs scored especially high on quality expectations and performance, which is says is "significant bearing in mind that the main drivers for brand selection are product quality and end-use suitability." The lower scores for Korsnäs were in brand awareness and ranking among brand owners.

The forest, pulp, and paper industry has traditionally not been characterized by strong brands, the company notes. However, the survey suggests that brand knowledge is slowly improving. Responding converters not only referred to type of cartonboard and supplier names, but also increasingly to brands. Respondents in the survey were decision-makers with influence on the specification of cartonboard material in market segments such as pharmaceuticals, health care, cosmetics, chocolate and confectionary, food, and wine and spirits.

Korsnäs points out that the survey clearly shows a positive development of its brand in recent years. This is a result, it says, of won contracts, a reputation for an ability to deliver, cooperation with European universities, and massive market communication efforts. In addition, the company notes, the Korsnäs brand has drawn a great deal of attention at trade fairs such as Luxe Pack in Monaco, with several hundred new business contacts as a result. In the photo on the right, the Korsnäs "Cone" was introduced at Luxe Pack 2008 as a symbol of the utmost refinement of forest products, and a showcase for print effects.

Korsnäs has three integrated mills in Sweden: Gävle, Frövi, and Rockhammar, with a combined production capacity of 1.1 million metric tpy of cartonboard and paper. The company produces virgin fiber-based packaging as well as biofuel pellets at two plants in Latvia. It exports approximately 90% of its products, and has a workforce of some 1,800 employees.