Orkla adopts Elopak’s D-Pak cartons for Klar detergents rollout

NORWAY – Orkla Home & Personal Care (OHPC) has introduced its Klar laundry product line across Nordic markets through the discount retailer Normal, packaging the products in Elopak’s D-PAK cartons as part of a rollout that began in March 2026. 

The Denmark launch holds particular significance as it marks the first time a D-PAK carton has been commercially placed in the Danish market and represents the first availability of Klar-branded products in Denmark. 

Six redesigned Klar items, specifically developed for the discount chain, are now distributed across stores in Norway, Denmark, Finland, and Sweden, with the product lineup comprising three laundry detergents and three fabric softeners, all available exclusively through Normal’s Nordic stores. 

The D-PAK™ cartons feature Elopak’s groundbreaking sustainable formulation developed in partnership with OHPC and materials science leader Dow, incorporating 10% post-consumer recycled polyethylene and 90% bio-circular polyethylene derived from renewable vegetable-based waste such as used cooking oil, all with certified mass balance chains of custody and responsibly sourced paperboard. 

This represents the industry’s first-ever cartons incorporating both recycled and renewable polymers in this unique combination, and the D-PAK™ cartons are set to become standard across all OHPC products packaged by Elopak, extending to iconic brands including OMO and Comfort, as well as Klar. 

According to a life cycle assessment conducted by Anthesis, D-PAK cartons used as refill packs deliver a 24–28% lower global warming impact compared to 1–1.8L LDPE pouches, a 33–38% lower resource scarcity impact, and 44% less plastic usage, with 9.0g versus 20.1g in LDPE pouches. 

Anne Marheim Støren, Sustainability Director at OHPC, stated that across all their brands, they have seen strong consumer preference for Elopak’s sustainable cartons, and introducing circular polyethylene as a standard allows them to deliver more robustly on customers’ sustainability priorities while ensuring their business is proactively prepared for the upcoming EU Packaging and Packaging Waste Regulation (PPWR) that mandates recycled content in plastic fractions by 2030. 

The D-PAK carton can reduce plastic usage by up to 80% compared to conventional personal care packaging like pouches or plastic bottles, serving effectively as both primary packaging and refill solutions without compromising safety or functionality.

This move comes shortly after Orkla Home & Personal Care (OPHC) established its reputation for sustainable packaging innovation in the laundry sector, as the company now launches Jif-branded all-purpose and floor cleaners packaged in Elopak D-Pak cartons, replacing traditional plastic bottles across Norway. 

The redesigned packaging encompasses four Jif cleaning fluids: three all-surface cleaners from the Jif Allrent portfolio alongside the Jif Krystal Grønnsåpe floor and surface cleaner, a specialised product formulated from pure wood oils that effectively cleans various wood surfaces, including hardwood, parquet, and laminate. 

Those newly packaged products are now available in 750 mL and 1500 mL Elopak D-Pak cartons and can be purchased in supermarkets throughout Norway, marking another significant step in OPHC’s commitment to reducing plastic consumption in home care packaging.

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