Good Human Club

Let’s get this thing right!

Packaging Insights

Smurfit Kappa equips Brownings with corrugated water-resistant picture frame packs

#Smurfit Kappa equips Brownings with corrugated water-resistant picture frame packs

16 Jan 2024 — Smurfit Kappa is developing a corrugated cardboard alternative to Brownings’ “Correx” — a widely used but environmentally taxing water-resistant backing for its poster frames.

The corrugated packaging giant says the project is special due to its “groundbreaking” post-print production technique — applying the water-resistant coating onto the printed material. Smurfit Kappa says that the innovation provided Brownings with an environmentally sustainable alternative to plastic that exceeded its functional requirements.

The product advantages are a recyclable picture frame backing and a “powerful” tool to elevate the brand’s eco-friendly image and cultivate positive sentiments among its customer base.

The feedback from Brownings resonated with the triumph of this collaboration. Chris Winn from Brownings, says: “Embracing Smurfit Kappa’s solution was a game-changer. It not only aligned seamlessly with our sustainability objectives, but the product’s durability and quality surpassed all our expectations.”

Smurfit Kappa applies water-resistant coating onto corrugated cardboard (Image credit: Smurfit Kappa).Mark Robinson from Smurfit Kappa adds: “By working on this project with Chris and the team at Brownings, we could align our company’s values on sustainability and the removal of single-use plastic. It has been an awesome project especially with Browning’s donating to the Donkey Sanctuary.”

Meeting sustainability demands
Correx is robust and weather-resilient corrugated plastic. But recognizing the environmental impact of this single-use plastic, Brownings wanted to develop a sustainable alternative, providing its customers with a greener choice.

“Our commitment to sustainability doesn’t come at the expense of quality, rigidity or weather resistance. We’re proud to have introduced Brownings to an eco-friendly corrugated cardboard alternative to Correx that promises durability and performance without compromising our planet’s well-being,” says Smurfit Kappa.

In the dynamic landscape of consumer expectations, recent studies revealed that 81% of consumers demand sustainable packaging. “This isn’t a passing fancy. It’s a seismic shift demanding a radical transformation in manufacturing, sales and usage practices,” concludes the company.

Edited by Natalie Schwertheim

To contact our editorial team please email us at

If you found this article valuable, you may wish to receive our newsletters.
Subscribe now to receive the latest news directly into your inbox.

# Good Human Club


Your email address will not be published. Required fields are marked *