Mondi is transforming its office paper portfolio, with focus on the needs of the consumer for a clearly structured premium and universal office paper offering. Therefore, instead of differentiating between B and C paper qualities, the company is launching a universal office paper that combines the best features of both grades and holds a unique position on the market in terms of whiteness. The new strategy applies to Mondi’s office paper brands IQ and Maestro, which take two of the top five spots for paper mill brand awareness in Europe according to the latest EMGE cut size and brand positioning survey.
‘With our new approach, we are initiating a significant change in the office paper market,’ said Johannes Klumpp, marketing and sales director, Mondi Uncoated Fine Paper. ‘Through our own market research, we have learned that our consumer care most about the whiteness, the runnability and the appeal of our paper. That was the driving force behind our new office portfolio strategy, which builds on the strengths of our mills.’
Mondi’s market research across several European countries showed that the difference between universal office papers, traditionally separated into B and C qualities, is becoming smaller and smaller, with the key differentiator being whiteness. The company’s new strategy disrupts this outdated classification and instead differentiates between premium papers and a single universal quality. Today’s end users value premium quality paper for high end company communication materials, while one universal product is sufficient for everyday office needs. The new office portfolio offers customers the best of both worlds.
Within premium qualities, the company is launching another innovation with the new portfolio: A high bulk office paper with a weight of 75 g/m2. The new product looks and feels like a high quality 80 g/m2 paper, offering great opacity and the high whiteness customers expect of a premium paper, combined with the efficiency of a lightweight sheet.
Produced by mills in Austria and Slovakia, both of the new products in the premium and universal segments are FSC or PEFC and EU Ecolabel certified.
‘With the customer always in focus and together with our strong merchant partners, we are convinced that the time is right to transform how we position and sell our office papers and make this change happen on the market,’ concluded Johannes.