NORMA switches to Koehler Paper for private label packaging

Discount grocery chain NORMA, with stores across Germany, France, the Czech Republic, and Austria, has taken a decisive step toward more sustainable packaging.

Effective immediately, select convenience products from its private label—including cream of wheat and rice pudding — will be packed using Koehler NexPlus Advanced, an innovative recyclable paper developed by Koehler Paper.

The switch marks a significant milestone in NORMA’s packaging strategy, which prioritizes reducing unnecessary materials and transitioning to environmentally friendly alternatives. 

The new paper packaging, manufactured by Frießinger Mühle, is heat-sealable, grease-resistant, and features oxygen and oil barriers—ensuring product protection while remaining highly recyclable. Its recyclability has been verified according to the Cepi standard, positioning it as a viable replacement for conventional plastic.

“We’re analysing every aspect of our private label packaging to determine what’s essential and what can be improved,” said Katja Heck, NORMA’s head of central advertising and communications. “Our goal is to conserve resources across the entire value chain — from production to point of sale.”

The adoption of Koehler NexPlus Advanced aligns with NORMA’s broader commitment to closed-loop recycling and sustainable sourcing. Christoph Wachter, director of flexible packaging paper at Koehler Paper, emphasised the material’s potential: “High recycling rates, certified supply chains, and renewable raw materials make paper the ideal choice for recyclable packaging.”

For food manufacturers and retailers, NORMA’s move signals growing momentum toward paper-based solutions that meet both functional and environmental demands — especially in the convenience segment.