Recyclable ‘grab and go’ cable reel reduces plastic waste

Replacing plastic reels with an award-winning paper-based alternative for Swedish cable supplier, Amokabel.

Swedish cable manufacturer Amokabel, known for its sustainable operations powered by renewable energy, wanted an alternative to traditional plastic reels. Inspired by the bag-in-box concept, the team developed a corrugated "Grab and Go" reel that is easier to handle, fully recyclable, saves around 1 kg of plastic per unit, and reduces CO₂ emissions—all while strengthening Amokabel’s brand

The Challenge

Swedish company Amokabel is a leader in the production of wires and cables, renowned for its environmental commitments. They have achieved impressively energy self-sufficiency through their investments in solar, wind and hydropower. Inspired by our Bag-in-Box concept, Amokabel sought to replace traditional plastic reels for its cables with a paper-based solution.

The Approach

Our design team started with an existing paper-based reel design and customised it to meet Amokabel's specific requirements. Working closely together, Smurfit Westrock and Amokabel refined the design, to create an optimised solution. The reel was integrated into a corrugated box, which improved ease of handling for electricians who rely on this product daily.

The Result

The new cost-effective paper reel has been named “Grab and Go”, holds 100 meters of cable and is easily pulled out through a small opening. With its distinctive design and print, the outer box has enabled Amokabel to further enhance its brand identity. By replacing their previous plastic reels with a paper-based solution, Amokabel has successfully eliminated approximately 1kg of plastic per reel. This innovative solution not only reduces CO2 emissions but is also fully recyclable.