Dutch nutraceutical brand Live Puri is replacing metal closures across its entire vitamin product range with fiber-based caps in a move to reduce environmental impact.
The company has adopted NutraCap, a screw cap developed by Swedish packaging firm Blue Ocean Closures. Made from renewable fibers and recyclable as paper, the closures are designed specifically for the supplements industry. Live Puri will transition all seven vitamin products in its portfolio to glass bottles with the fiber-based caps.
Maaike Godts, Founder and Managing Director of Live Puri, described sustainability decision-making as complex but said the choice to switch closures was straightforward given the material’s performance and environmental profile.
“Sustainability isn’t a single metric. It’s a careful balance of materials, performance, safety, and end-of-life,” Godts stated. She emphasized that responsible resource use and waste reduction made the decision clear.
The fiber caps have a natural brown appearance and represent the most sustainable closure option currently available in the market. Live Puri produces supplements without fillers, flavorings, or preservatives, and positioned the packaging change as aligned with brand values and customer expectations.
Blue Ocean Closures manufactures the caps using proprietary Deep Forming technology at its Karlstad, Sweden facility. The company was the first globally to launch commercial fiber screw caps and works with brands seeking alternatives to plastic packaging.
Ola Tönnberg, Chief Commercial Officer at Blue Ocean Closures, noted that consumer demand for environmentally friendly packaging is driving brand adoption. He stated the move would help differentiate Live Puri in the supplements market.
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