Metsä Tissue and Metsä Board contributed to creating a tastier, more sustainable street food culture by taking part in Snack & Pack, an experimental project organised as part of Helsinki’s World Design Capital 2012 programme.
Snack & Pack brought together top chefs, designers and food industry experts to brainstorm fresh ideas for healthier, visually appealing street kitchen dishes. With an emphasis on locally-grown organic food and eco-friendliness, the teams set about redesigning the whole street food experience, renewing not only the flavours and ingredients, but also the packaging design.
The results can be enjoyed in test kitchens at various cultural events through autumn. Talented young chefs including Arto Rastas, Sami Tallberg and Mikko Pölkki have put together a mouth-watering menu of nutritious ecological snacks served in visually innovative packaging, such as toasted rye-spelt wraps in grill paper pockets and crispy vegetable chips in paper boats with attractive board sleeves.
Metsä Tissue’s SAGA Cooking Paper brand jumped at the chance to take part in the project. “It was perfect for our image, because the SAGA brand’s mission is all about creating a new cooking culture. SAGA will have its official Finnish launch next year, so now is a good time to start increasing our visibility at mass consumer events,” says SAGA’s Marketing Director Jenni Kujala.
Metsä Board took an immediate interest in exploring new ways of using cartonboard for street kitchen applications and combining it with SAGA Cooking Paper. “The sleeve is quite simple as a packaging, but it is also a postcard that you can detach and send,” says Metsä Board VP of Marketing Communications, Katri Kauppila.
The project was a good occasion for Metsä Board to demonstrate the design potential and excellent printability of Carta Solida, she adds. “We were also happy to work with young designers and creative chefs.”
Earlier this year, the new packaging prototypes and dishes had their debut at Helsinki’s Restaurant Day, a food carnival where anyone can open a restaurant for a day. R&D continued through summer and the second major test run took place during Helsinki’s Night of the Arts at the end of August. The concept will feature at various events in Vantaa, Helsinki and Lahti through September.
Main partners: Metsä Board, SAGA and Lamican
Partners: Artekno, Bullberry, Ikaalisten Luomu, Kanniston Leipomo, Pyroll Group, Vihannestalo Jordas and the Technical Research Centre of Finland
Check it out on Twitter: https://twitter.com/koepala_events
Web site: www.koepala.com
Metsä Group is a responsible forest industry group whose products are part of people’s everyday life and promote sustainable well-being. Metsä Group produces high-quality products mainly from renewable Nordic wood. The Group’s core businesses areas are tissue and cooking papers, board and paper, pulp, wood products as well as wood supply. Metsä Group’s sales totalled EUR 5.3 billion in 2011, and it employs approximately 12,500 people. The Group operates in some 30 countries.
With its high-quality tissue and cooking papers, Metsä Tissue makes life more comfortable for consumers, customers and end-users every day. Metsä Tissue is a leading tissue paper products supplier to households and industrial consumers in Europe and the world’s leading supplier of baking and cooking papers. Our main brands are Lambi, Serla, Mola, Tento, Katrin and SAGA. With production units in six countries, we employ a total of about 3,300 people. Our sales in 2011 were EUR 970 million. Metsä Tissue is part of Metsä Group.
SAGA is a new, high-quality brand for consumers and professionals in baking and cooking markets globally. With its smart, user-friendly features, SAGA makes it easy and inspiring to prepare, cook and serve tasty and healthy food. The sustainable and biodegradable SAGA offering consists of multipurpose food-grade and greaseproof cooking and baking papers. SAGA is a registered trademark of Metsä Tissue.