Carlsberg Launched Rounded Cardboard Multipacks
The new design cuts material usage and requires no extra capital investment for manufacturers.
Updated on Sept. 29, 2026 in Consumer Goods
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Carlsberg has introduced a new rounded cardboard multipack for beer bottles, marking a shift toward more material-efficient packaging. The launch follows consumer studies indicating higher purchase intent for the design, with the rollout beginning in Poland.
Why it matters
The transition demonstrates how CPG operators can reduce material costs and improve shelf appeal without acquiring new machinery. By utilizing existing infrastructure, the company bypasses significant capital expenditure while addressing consumer preferences for ergonomic packaging.
A consumer study found 77% of individuals surveyed are more willing to purchase the rounded multipack design compared to traditional square versions. The project utilizes existing production machinery to accommodate packs containing 20 or 24 containers.
The players
Carlsberg
A multinational brewing group with a global footprint and a heavy focus on supply chain sustainability.
KHS
A Dortmund-based global manufacturer of filling and packaging systems for the beverage industry.
DS Smith
A global provider of sustainable packaging solutions and paper-based products.
The details
Engineers achieved this design shift by replacing specific guide and folding tools within the folding area of the KHS Innopack Kisters WP Advanced machinery. The packaging utilizes Arcwise technology, requiring an outer liner optimized for stabilization and a lighter inner liner for fluting. Because the retrofit does not necessitate new capital investment, the production line maintains its existing throughput capacity while consuming less material.
Timeline
Trials for the packaging technology began in Sweden in 2020.
A production quality breakthrough occurred in 2022.
The rounded multipack officially launched to market in September 2026.
Market Landscape
This launch marks the commercial maturation of Arcwise technology following years of testing and development. It mirrors a broader industry trend where CPG firms prioritize retrofitting existing high-speed lines to reduce material usage rather than replacing them with new assets.
Operators in the beverage sector should evaluate whether their existing packaging machinery can support curved design tooling without major capital outlay. The ability to increase purchase intent while reducing material inputs offers a dual benefit for both margin protection and marketing.
The takeaway
The successful implementation of this design shows that minor machine retrofits can yield significant gains in both material efficiency and consumer appeal. Operators should monitor their current packaging machine specs to see if similar geometry changes are feasible for their product lines.
What happens next
Further projects involving the rounded packaging design are currently planned by the firm.
Further reading
For more on industry packaging shifts, visit Consumer Goods.
Source note: This article includes information reported by Food & Beverage Reporter.
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