After a three-year development process, Carlsberg insists the dots of glue bonding its new “Snap Packs” are strong enough to withstand journeys from shelves to homes, yet sufficiently brittle to break when twisted.
The eco-friendly packaging innovation will be debuted in the UK, where 30 per cent of Carlsberg’s beer output is drunk every year.
At a launch event in Copenhagen, inventor Christopher Stuhlmann revealed how a trip to his local DIY store helped convince him that his brainwave could become a reality.
“The starting point was going to a hardware shop and buying all the adhesive I could get, all the glue that was there,” said Mr Stuhlmann, who works for one of Carlsberg’s design partners.
“Over the weekend I just glued things together and made a short video for my CEO and so the idea was born.”
The technology has the support of the World Wildlife Fund (WWF), which has hailed it as a “big step” in efforts to tackle the worsening global scourge of plastic pollution. To mark the launch, the brewery unveiled a replica of Copenhagen’s famous Little Mermaid statue – an artwork originally donated by Carlsberg’s founders, the Jacobsen family – made from the new Snap Packs. (pictured)
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