Why Brands Put Our Logo on Their Packaging – and What We’ve Learned from 15 Million Packs

Most materials stay invisible to the customer. But something interesting has happened with Woodly.

Across the Nordics, global brands like Starbucks, Compass Group, and Sodexo have chosen not only to use our material but also to print the Woodly logo directly on their packaging. More than 15 million fresh food products have been packed in Woodly-made materials, and every one quietly tells the same story: this brand made a more sustainable choice, and they want their customers to know it

Sustainability You Can See — and Measure

At Woodly, we’ve always believed materials should deliver both function and value. Our packaging does just that.

Woodly packaging has been shown to extend shelf life by up to 40% for fresh products requiring longer sales times. For catering and retail customers, this has a big impact. Less food waste means less spoilage, lower operational costs, and most importantly, lower emissions. Food waste is one of the largest sources of carbon emissions in the food value chain.

Combined with the lower carbon footprint of our bio-based, recyclable material, the result is simple: less packaging impact, less food waste, and a measurable contribution to our partners’ climate goals.

When Materials Become Part of the Message

Most raw materials stay behind the scenes. We decided to do things differently.

Many of our customers have chosen to show the Woodly logo on their products. Not because they are asked to, but because they want to. It’s a small but powerful way to signal they’ve made a responsible material choice. Customers notice. They ask. They remember.

This form of co-branding helps our partners build transparency, stand out on shelf, and engage with consumers who are increasingly looking for better choices. It’s not flashy or loud — it’s real.

What We See in Other Industries

We’re not the only ones thinking this way. In other sectors, materials are becoming part of the brand experience.

Econyl, a regenerated nylon made from waste, is proudly used by brands like Adidas, Stella McCartney, and Napapijri. Bananatex, a biodegradable fabric from banana plants, is a core storytelling element for QWSTION bags. Polygood, a recycled plastic surface, has been used in interior designs by Nike and McDonald’s to visually communicate their material choices.

Each of these cases shows that materials, not just finished products, are becoming a way to build trust with customers.

What It Means for Brands and Converters

The same holds true for Woodly. Our partners tell us they value Woodly because it provides them with a clear way to communicate to their customers about the materials they use, and to demonstrate their climate commitment in a simple and practical manner.

Brands like Sodexo, who introduced Woodly in its Aspreto Café concept, are using it as part of their plan to reduce single-use plastic. Compass Group has made Woodly part of their day-to-day food service offering, supporting their Net Zero 2030 roadmap. Starbucks has incorporated wood-made materials into markets aligned with their global climate targets. R-Kioski, part of the Reitan Group, uses Woodly to reduce food waste and improve expiry date visibility. And even in the public sector, VR, Finland’s national railway, adopted Woodly to align their service with their environmental goals.

The combination of shelf life, reduced waste, and transparency is proving to be good for operations and for brand loyalty.

A Shift in Customer Expectations

This trend is no accident. Independent research backs it up.

Studies by McKinsey & NielsenIQ show that products making sustainability claims grew 8% faster than those that didn’t. Kantar BrandZ data shows that brands perceived as sustainable consistently enjoy stronger long-term growth. A study from Harvard Business Review found that customers are 30% more likely to buy from and stay loyal to brands they see as transparent about their practice

We see it every day. Materials are no longer just ingredients — they are becoming the bridge between consumer values and brand actions.

Let’s Build Something Better Together

We’re proud that so many of our partners want to make their material choice visible. It’s not about us — it’s about supporting their decision to do things the right way.

We believe packaging can do more. It can extend shelf life, reduce waste, lower emissions, and build trust with customers. In a world where expectations are changing quickly, that matters.

If you’re a brand or converter looking for materials that work and help communicate your values — let’s talk.

Big hug,

— Kenneth Lindfors Managing Director Woodly