UPM and Arla Finland have developed a new game, Kierrätyskamut, to encourage families to increase their recycling efforts.

The two companies have noted that children’s interest in recycling plays a big role in the degree to which families recycle their household waste. This has been confirmed by a survey conducted on behalf of Arla Finland and UPM that has found almost a third of Finnish families have increased their recycling efforts thanks to children.

To increase this further, the Kierrätyskamut – Recycling Buddies – game has been launched. This augmented reality (AR) based game for children features Aamu the cat and the bird characters from the Arla Luonto+ product range. Using AR functions, the game focuses on recycling themes and teaches players to make better choices in their daily lives through various tasks. The game can be acquired by scanning an Arla wood-based milk carton or a Luonto+ yoghurt carton with a mobile phone and the Arilyn app.

Kati Janhunen, brand and category manager at Arla, said, ‘[We are] working towards the goal of recycling all of our product packaging. What might usually be referred to as waste is actually valuable raw material. If recycled properly an empty yoghurt container, for instance, can be converted into another item. The Arla Luonto+ brand is a natural channel for us to convey these important themes.’

The Kierrätyskamut recycling game is the latest example of a series of innovations by Arla and UPM working towards a circular economy and the continuation of a major packaging reform carried out last year. Through this, Arla replaced the materials of its ridge-shaped packaging for milk, yoghurt and other food products with entirely renewable materials – representing an annual output of more than 40 million units. Further, the plastic used on the inside surface of Arla cartons is now 100% wood-based. The raw material is UPM BioVerno, which is made from crude tall oil extracted in the pulp production process. UPM BioVerno is produced at the UPM Biorefinery in Lappeenranta.

Arla CEO Kai Gyllström said, ‘Arla’s goal is to be a carbon-neutral dairy. That is why our milk production chain is transparent, we have identified the impact of our operations on climate and we are reducing the carbon footprint of our milk step by step. Innovations made in cooperation with our partners are critical in promoting sustainable development. The change will not happen if we stick to the old methods.’

Panu Routasalo, vice president, UPM Biofuels, commented, ‘UPM will replace fossil-based raw materials with renewable materials, and the cooperation with Arla is an excellent example of this. It is fantastic that we are now also promoting recycling and a circular economy with this innovative Kierrätyskamut game.’

The survey for UPM and Arla was conducted in February, and sought to find out what Finnish families think about the circular economy and recycling of food packaging. Four respondents out of five believe that small changes in daily routines, such as recycling food packaging, are significant in combating climate change

Further findings from the UPM/Arla survey include:

  • 76% say that the circular economy is present in their family life daily, most often as recycling;
  • Approximately 83% state that they have assorted recycling containers for packaging materials such as cardboard, glass, plastic and metal at home;
  • Nearly every third of Finnish families are recycling more due to their children’s interest in recycling;
  • Children recycle more than adults in 27% of the families surveyed;
  • Four respondents out of five believe that small changes in daily routines, such as recycling food packaging, are significant in mitigating climate change;
  • 75% of respondents say that their family recycles practically all their milk and yoghurt packaging; and
  • 92% think that companies should guide and encourage consumers in the recycling of their product packaging.