BRITISH brewery Beavertown has teamed up with the Campaign Against Living Miserably (CALM) to launch a limited edition packet of crisps, containing a vital mental health message on the packaging.
The cheddar and jalapeño flavoured snacks are intended to start conversations around mental health. The brewery has enlisted the help of artisanal crisp brand SMUG to develop the original flavour and manage the production process with Yorkshire Crisp Company and compostable packaging specialist Parkside.
Each pack features mental health conversation starters printed on the inside of the laminate material. The ‘Open Up’ concept was developed by PR agency Here Be Dragons. Designed by CALM, these ice breakers are devised to kickstart deeper conversations amongst friends, following research that found 56% of people in the UK have pretended to be ‘okay’ to avoid talking about their own mental health.
The packaging is a compostable solution sourced from Parkside Flexibles’ Park2Nature range. The laminate includes high barrier compostable cellulose film layers, NatureFlex films, sourced from Futamura.
The finished packs, with printed designs on the outside and the inside, are Seedling and OK Compost accredited as compostable. It is also compliant to the EU standard EN13432 for packaging recovery through biodegradation and composting.
Mark Shaw, sales account manager at Parkside, said, “We are delighted that we were able to work on this design for Beavertown crisps and contribute to this campaign for mental health. Beavertown crisps provide that natural invitation to start sharing in a relaxed way, right there at the pub.”
Andy Sweetman, sales and marketing director of Futamura, added, “We are delighted to be helping out in our own small way with such a brilliant initiative, using ethical packaging to help out in such an innovative way.”
The crisps will be available at more than 260 pubs across the UK, including in London, Birmingham, Manchester and Edinburgh.
