Consumables

WorldStar win highlights the strength of Metsä Boards Pro WKL in demanding retail displays

Thursday 29. January 2026 - An innovative display created by Adara Pakkaus for Fazer Aito oat drink has been recognised with a highly regarded WorldStar packaging award. The awarded display uses Metsä Boards coated MetsäBoard Pro WKL white kraftliner.

“MetsäBoard Pro WKL is well-known for its high‑quality printing surface, ensuring excellent printability, durability and a long‑lasting, premium look in retail environments. The WorldStar award is a perfect demonstration of our white kraftliner quality,” says Aaro Åivo Metsä Board’s WKL account manager.

Designed for Fazer Aito oat drinks, the structure of the awarded display balances both practicality and strong visual impact. Its sturdy, smartly engineered form keeps the tall, narrow display stable while making products easy for shoppers to access, Åivo describes.

“When the display is tall and narrow, it can also become unstable. This was solved by dividing the hood/base section into two parts and creating lateral support from one part, making the display stable and easy to use,” explains Kaisa Pietilä, Packaging Designer at the converter Adara Pakkaus.

Premium material choice and smart design deliver impact throughout the value chain
The chosen MetsäBoard Pro WKL liner plays a central role by providing a consistent, durable surface that stays neat throughout store use and maintains high brand appeal. Metsä Board’s high-quality material is essential in reinforcing brand owner Fazer’s premium image as well as reducing waste.

“Fazer’s goal, in accordance with PPWR, is to reduce the use of packaging materials in all packages where reduction is possible. This Fazer Aito oat drink sales display is a great example of how one part of the display can be used for different purposes during its lifecycle without the need for additional components,” says Piia Tiainen, Senior Manager, Packaging Development, Fazer.

The Fazer Aito oat drink display is also designed to make the most of pallet space when multiple displays are stacked.

“This solution saves material, logistical costs and emissions, as shipment volume and weight are minimised and storage space efficiency is high,” Tiainen continues.

“This is a perfect example of how clever packaging design and the right material choices can have a greater impact than most people realise at first,” Aaro Åivo concludes.