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Sustainability is an important part of our product development. This is why our product development focuses on sustainable product concepts. Our goal is that by 2030, all our products meet the sustainability criteria that we will update in 2024 to consider any legislative changes.

Our definition of a sustainable product includes a wide range of criteria for the product, its materials and material suppliers. The criteria also takes into account a comprehensive approach to environmental responsibility, such as climate emissions and biodiversity. In addition, the criteria covers the circular economy in raw materials and packaging. For social responsibility, the criteria focus on ensuring working conditions and human rights as well as supporting consumers’ health, such as non-alcoholic options, the content composition and consumer information.

Non-alcoholic and healthier beverages

Demand for non-alcoholic products increases as people want to continue to enjoy the moments of consumption by replacing traditional alcoholic beverages with non-alcoholic options (Euromonitor, 2022). We have continued to expand our selection of non-alcoholic products with the goal of increasing the number of non-alcoholic products annually. Our objective is that every alcoholic product category or brand has a non-alcoholic option.

Consumers are increasingly expecting healthy and natural ingredients. We therefore focus on natural and local raw materials in our product contents. Many consumers are also actively reducing their sugar intake. To take consumer trends into account, we are paying attention to the sugar content of soft drinks and alcoholic beverages, and we annually launch sugar-free or low-sugar products and alternative product categories. Our objective is that a sugar-free option would be available in every product category.

Recycled ingredients and materials

In cooperation with our innovative partners, we have also used excess materials as ingredients for our products. In 2022, Olvi started to cooperate with, for example, Jungle Juice Bar in KevytOlo products that utilise surplus fruits as ingredients. The surplus created in prepping and juicing the fruit is used to make a fruity extract.

We invest in the sustainability of product packaging. Many cans and glass and plastic bottles contain recycled material, as do our corrugated cardboard packaging and shrink wrap. We will continue to increase the share of recycled materials and strive to communicate this more clearly to consumers.

To promote responsible consumption, we are adding smaller sizes. We aim to have small packages in each Group company’s product portfolio also in the future in different product categories.

Read more in Sustainability report 2023