Griesson – de Beukelaer Relies on Paper Trays
8/18/2023 Retail Brands Industry Look into Europe Article

Griesson – de Beukelaer Relies on Paper Trays

More sustainable packaging contributes to the success of the Cereola brand, cookie manufacturer Griesson – de Beukelaer is sure. The confectionery company is using more paper instead of plastic and is protecting its products with resealable bags.

Cereola Cereola "The Classic" chocolate cookies are in a sorting insert made of paper. The outer packaging is still made of plastic.

Cereola’s brand orientation of “snacking well” and successful products are convincing: in June, DeBeukelaer Cereola by Griesson – de Beukelaer (GdB) was named “Top Brand 2023” in the “Cookies” category by the trade magazine Lebensmittel Zeitung. The Cereola range, which includes The Classic, Oat Cookies, Milkys and Choc&Berry, stands for indulgent cookies that are packaged in a more sustainable way. The award is based on the Gesellschaft für Konsumforschung’s “GfK Consumer Scan” consumer panel of 30,000 households and, for the confectionery product group, on a panel of 40,000 individual shoppers. DeBeukelaer Cereola is one of the 100 brands that had best met the strict criteria of “Top Brand” in their respective product group through sustainable brand management.

"Brand Presence with Appetite Appeal"

“Cereola by DeBeukelaer and its products stand for delicious recipes and more sustainable packaging. That’s why the packaging is also part of the success: the modern and uniform brand identity with appetite appeal appeals directly to consumers and, in addition to the product images, also shows the ingredients that characterize the taste of the cookies”, explains Kirsten Ullmann, Marketing Manager DeBeukelaer at Griesson – de Beukelaer.

In addition to the visual appearance, the packaging concept is important to the confectionery manufacturer: Cereola The Classic, Cereola Oat Cookie and the new Cereola Banana Bread Cookie are in a sorting insert made of paper that can be disposed of in the waste paper. From here, it goes directly to paper recycling and back into circulation as recycled paper. With the raw material wood and thanks to the FSC certification, GdB uses a naturally and sustainably growing raw material. “Thanks to the resealable pouch, Cereola Milkys and Cereola Choc&Berry, at home or on the go, always stay crunchy, crispy and delicious. The pouch is easy to open and close again and again, making enjoyment sustainable,” says Ullmann.

Practical Handling Is Important

The most important requirement for packaging, she says, is Griesson – de Beukelaer’s idea of quality: “The products should arrive at home just as they leave production. Every package must therefore ensure that it preserves the taste, appearance, and quality of our products,” emphasizes Ullmann. “At the same time, we want to make it practical for consumers to use at home and to pursue the goal: as little packaging as possible, as much as necessary. For this reason, we also carefully select the packaging materials.”