Futumara’s compostable packaging for Beavertown crisps aims to support mental health.

Beavertown has partnered with the Campaign Against Living Miserably (CALM) this month to launch a limited edition packet of crisps that stands out: cheddar and jalapeño-flavored crisps designed to spark conversations about mental health. Futumura’s compostable packaging for Beavertown crisps aims to support mental health by promoting important discussions among friends and family.

The British brewery, located in Tottenham, is renowned for its craft beers like Neck Oil, Gamma Ray, Lupuloid, and Bones. In this unique campaign, Beavertown collaborated with artisanal crisp brand SMUG to develop the original flavor and oversee the production process with their partners: crisp manufacturer Yorkshire Crisp Company and compostable packaging expert Parkside.

Each crisp pack features mental health conversation starters printed on the inside of the laminate material, aimed at encouraging discussions about mental well-being. The ‘Open Up’ concept, developed by PR agency Here Be Dragons, includes icebreakers designed by CALM to initiate deeper conversations, such as “What gets you through tough times?” and “If you could give your younger self advice, what would it be?”

This initiative stems from research by CALM, revealing that over half (56%) of people in the UK have pretended to be ‘okay’ to avoid discussing their mental health. To enhance this campaign, Futumura’s compostable packaging for Beavertown crisps aims to support mental health by using a compostable solution sourced from Parkside Flexibles’ Park2Nature range. This high-performance laminate includes compostable cellulose film layers and NatureFlex films sourced from Futamura, ensuring the packaging protects the intense flavor and satisfying crunch of the crisps while remaining compostable in both home and industrial settings.

The finished packs, adorned with printed designs both inside and out, are accredited as Seedling and OK Compost compostable. They also comply with the EU standard EN13432 for packaging recovery through biodegradation and composting.

Mark Shaw, sales account manager at Parkside, expressed enthusiasm for the collaboration: “We are delighted that we were able to work on this design for Beavertown crisps and contribute to this campaign for mental health. Beavertowncrisps provide a natural invitation to start sharing in a relaxed way, right there at the pub. A great idea if you ask me.”

Andy Sweetman, sales and marketing director of Futamura, echoed this sentiment, saying: “We are thrilled to support such a brilliant initiative, using ethical packaging to contribute in such an innovative way.”

The new Open Up crisps will be available at over 260 pubs across the UK, including locations in London, Birmingham, Manchester, and Edinburgh. Participating pubs will also distribute free packets of the crisps on Mondays, Tuesdays, and Wednesdays, further encouraging conversations about mental health.