Already famous for its iconic pink box designed by company Co-Founder Sawyer Hemsley, Crumbl needed upgraded packaging that would wrap its distinctive brand around its freshly baked cookies more economically and in an environmentally friendly way. 

So a year ago Crumbl turned to Metsä Board for solutions that have helped the company find a lightweight packaging solution that helps reduce plastics and waste.

The answer is Metsä Board’s food-suitable dispersion barrier board MetsäBoard Prime FBB EB, which provides good protection against grease and moisture for Crumbl in the shipment and takeout of its luxury cookies.  

Helping reduce plastics use and carbon footprint

According to Metsä Board’s Sales Manager Geoff Petty, Crumbl was able to reduce the weight of the package by 32% and reduce its carbon footprint by more than 50% by using Metsä Board’s dispersion barrier board.

“It’s also nice because MetsäBoard Prime FBB EB helps reduce plastics use,” he says.

“The packaging is 100 percent recyclable and home compostable. It also provides a light barrier for grease resistance, as the cookies are still warm when they go into the boxes.”

Boxing millions of cookies each week

As a bonus, Metsä Board’s dispersion barrier board eliminated an extra material from Crumbl’s previous boxes, saving the company money and contributing to its objective of sustainability, while preserving its highly recognizable pink presentation. 

“We sell millions of cookies a week,” says Katie Dunn, Crumbl’s Senior Director of Procurement.

“That’s hundreds of thousands of boxes a week. With Metsä Board’s elimination of extra packaging material, that’s a lot less waste. It was a no-brainer for us.”

Rapid growth sustainably 

Founded five years ago by Hemsley and his cousin Jason McGowan, Crumbl now has more than 600 US locations, with plans to open between 40 and 50 stores a month throughout the country. 

Hemsley and McGowan were able to tap into Generation Z sensibilities to build their brand on social media. The Utah-based company has more than 6 million TikTok followers and a further 3 million plus on Instagram.

Part of Crumbl’s message has included responsibility to the planet.

“When Sawyer found out about the opportunity to work with Metsä Board, it was an opportunity for us to greatly reduce waste,” Katie Dunn says.

“We take that very seriously. We wanted to play our part. That was a huge element of the decision to work with Metsä Board with our iconic pink packaging.”

Sweet collaboration 

Packaging is crucial to Crumbl because its cookies are large – almost the size of a compact disk.

Crumbl offers takeout, local delivery, curbside pickup, shipping throughout the United States and catering. Protecting its delicacies was a challenge Metsä Board met, but its collaboration with Crumbl has been something more than a normal business relationship.

“Beyond just getting the cookies into boxes, this has been a true partnership,” Dunn says. “We’ve been able to rely on Metsä Board’s expertise. 

“We recognize how important it is when working with the paperboard industry to keep the board coming in every month. There’s been no supply chain disruption. You can’t sell cookies without packaging. It’s a stress-reliever knowing we will have the board.” 

MetsäBoard Prime FBB EB dispersion barrier board is suitable for food that requires resistance to grease or moisture.