Amokabel | Paper-Based Cable Reels | Smurfit Westrock
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Cable Box

SUCCESS STORY

Replacing plastic reels with a paper-based alternative for Swedish cable supplier, Amokabel

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.
worldstar awards

Winner at the 2025 WorldStar Packaging Awards

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