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“Duni is the natural choice for Sweden Rock Festival”

Duni featuring Sweden Rock Festival & Spendrups

During the first week of June, Sweden Rock Festival transforms the rural village of Norje into a four-day Paradise City where the grass is green and 40,000 people are giddy. But what’s needed for the food service during the meta(l)morphosis? How can sugarcane promote sustainable food and beverages at festivals? And what lies behind the strong collaboration with Duni? Let’s hand over the mic to Mats Lindgren from Sweden Rock Festival and Johanna Bonds from Spendrups.

4 days, 40,000 visitors (2023) from 50+ countries	20+ own restaurants and beverage units
70,000 meals served	500,000 beverages poured – 150,000 of them draft beer

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Organising a festival is as complex as learning how to play drums in a black metal band: the beat moves incredibly fast and you need to align a lot of parts to hit the right ambience. A person who knows a thing or two about it all is Mats Lindgren, Food Manager at Sweden Rock Festival since 2011. He comments:

“Sweden Rock Festival is an experience that leaves attendees full of joy and with a major energy boost. The bands play a big part, but people come for the total experience.”

Setting the scene for 10,000 meals per day plus an extra 30,000 in the staff canteen is no small feat. To make the festival run as smoothly as possible, the Crüe, the 20+ food units and the partnerships are prepared almost a year – and sometimes two years – in advance.

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Mats Lindgren explains that it’s important for him to work with a large, experienced player who can deliver food packaging solutions to the entire segment, and adds:

“We don’t just want suppliers; we want solid partners. Someone who’s proud to be at Sweden Rock Festival, shares our values and is at the forefront of product development. Duni is the natural choice for us.”

The food service at Sweden Rock Festival has been kicked from zero to 20 units since Mats Lindgren joined the team in 2012. But the need for food packaging products is evolving with the festival – and with emerging national legislation connected to the Single Plastic Use Directive (SUPD). Mats adds:

It’s crucial to have a well-equipped partner that can respond to changing market needs and legal requirements. We need ongoing, open dialogues to find the right materials and products for Sweden Rock Festival.”

Explore our food packaging materials

Products used at Sweden Rock Festival:

Breeze Cup 35 cl Natural, 900 pcs/box (18 x 50 pcs)

Breeze Cup 35 cl Natural, 900 pcs/box (18 x 50 pcs)

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Glance Catering Tray Small 225 x 226 x 60 mm Brown 1-Comp, 100 pcs/box (1 x 100 pcs)

Glance Catering Tray Small 225 x 226 x 60 mm Brown 1-Comp, 100 pcs/box (1 x 100 pcs)

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Glance Catering Lid Small 229 x 228 x 30 mm Brown, 100 pcs/box (1 x 100 pcs)

Glance Catering Lid Small 229 x 228 x 30 mm Brown, 100 pcs/box (1 x 100 pcs)

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Ronda Bowl Wide 700 ml Brown 1-Comp, 250 pcs/box (5 x 50 pcs)

Ronda Bowl Wide 700 ml Brown 1-Comp, 250 pcs/box (5 x 50 pcs)

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Oval Plate 32 cm White, 500 pcs/box (4 x 125 pcs)

Oval Plate 32 cm White, 500 pcs/box (4 x 125 pcs)

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Dunilin® Napkin 40 x 40 cm Black, 540 pcs/box (12 x 45 pcs)

Dunilin® Napkin 40 x 40 cm Black, 540 pcs/box (12 x 45 pcs)

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Petit Fork 16 cm Natural, 1000 pcs/box (10 x 100 pcs)

Petit Fork 16 cm Natural, 1000 pcs/box (10 x 100 pcs)

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Petit Knife 16,5 cm Natural, 1000 pcs/box (10 x 100 pcs)

Petit Knife 16,5 cm Natural, 1000 pcs/box (10 x 100 pcs)

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Evolin® Tablecover 127 x 180 cm Black, 25 pcs/box (1 x 25 pcs)

Evolin® Tablecover 127 x 180 cm Black, 25 pcs/box (1 x 25 pcs)

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Breeze Cup 47 cl Natural, 900 pcs/box (25 x 36 pcs)

Breeze Cup 47 cl Natural, 900 pcs/box (25 x 36 pcs)

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Ronda Bowl Wide+ 900 ml Brown 1-Comp, 300 pcs/box (6 x 50 pcs)

Ronda Bowl Wide+ 900 ml Brown 1-Comp, 300 pcs/box (6 x 50 pcs)

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Knife, Fork 16/16,5 cm Natural, 250 pcs/box (250 x 1 pcs)

Knife, Fork 16/16,5 cm Natural, 250 pcs/box (250 x 1 pcs)

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Petit Chips Fork 8,5 cm Natural, 5000 pcs/box (5 x 1000 pcs)

Petit Chips Fork 8,5 cm Natural, 5000 pcs/box (5 x 1000 pcs)

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Classic Lid 850/1200 ml Transparent, 240 pcs/box (6 x 40 pcs)

Classic Lid 850/1200 ml Transparent, 240 pcs/box (6 x 40 pcs)

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Sustainable metal:

Finding alternatives to single-use plastic at festivals

Cleverly dubbed “Sustainable metal”, Sweden Rock Festival’s sustainability initiative includes anything from hand-sorting waste to renewable electricity and conscious food service. For Mats Lindgren, an important aspect (or as he puts it: “moral obligation”) is to select products that perform better from a sustainability angle.

“It’s critical that food packaging functions in terms of sustainability, and we’re at the forefront when it comes to material choices for festivals. We cut out all single-use plastics, except for glasses, in 2019. We replaced the plastic glasses with sugarcane paper cups in 2022. Without it, we wouldn’t be where we are today.”

Sweden Rock Festival created a hit with the cups from the Breeze and Sweet range. Thanks to the fill lines and CE-marking, the sugarcane paper cups have been put to wide use – and to the test.

Get to know Breeze & Sweet

The Sweet and Breeze cups have been used for everything from coffee and soda to beer, wine and mixed drinks. People hesitated, thinking it would cause the beer to foam or get warm. None of it happened – and I would’ve known if it did.”

— Mats Lindgren, Food Manager, Sweden Rock Festival.

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KG CO2-eq reduced by switching from 150,000 single-use plastic glasses to 150,000 recyclable paper cups (Breeze cup 35ml).

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KM reduced emission equivalence by switching from 150,000 single-use plastic glasses to 150,000 recyclable paper cups (Breeze cup 35ml).

*(150,000 Breeze cups 35ml compared to 150,000 plastic cups)

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For the 2023 edition of Sweden Rock Festival, Mats teamed up with their new main partner Pistonhead Brewing – a beer brand owned by Spendrups: the largest and most prominent Swedish family-owned and independent brewery.

Johanna Bonds, Category Manager for Restaurant Accessories at Spendrups, admits that they were a bit hesitant towards the paperboard at first – imagining a flimsy cup that would collapse in contact with alcohol and the rather rumbunctious nature of festivals. But Breeze turned out to be a pleasant surprise.

"I was incredibly happy when we received a sample of the Breeze Cup. We were quickly convinced that this was how we wanted to serve and represent Pistonhead at Sweden Rock Festival. Together, we found a way to serve our beverages without compromising on performance or experience,” says Johanna Bonds.

Check out the Breeze cups

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Making things black:

Profile printed festival cups

From platinum perms to studded belts and black nails – Metalheads are an aesthetic crowd. To hit the right riff, Spendrups paired with an agency to create unique artwork to pay homage to the subculture, the brew and the Sweden Rock-specific concept of “Making things black”. The design was then profile printed onto the Breeze cup with the help of the team at Duni.

“The branded print on the Breeze cups sent the right message and let festival attendees know that they were drinking a Pistonhead beer,” says Johanna Bonds, and adds:
“It was important to honour the ‘Making things black’ approach and give the cups a cool visual expression. We didn't conceal the paper cup’s natural colour – we highlighted it with satin black, which turned out just right.”

How does customisation work?

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Sustainability parameters secured, sturdiness stress tested and artwork added. But what about the biggest trial of them all: the festivalgoers’ experiences? As it turned out, the sugarcane paper swap didn’t make them run to the hills. Johanna Bonds comments:

“Festivalgoers might think ‘hm, a paper cup’, but then become pleasantly surprised that it kept its shape and the drink cold. People want to feel that they contribute to a less wasteful society. This collaboration has been a very positive experience – we’re already looking forward to next year!"

Beyond bagasse: what’s in store for ‘24? New concepts for every budget and palate, a staff buffet to remove single-portion dishes and the exploration of reusable solutions together with Duni. But that’s not all; Sweden Rock Festival is welcoming Duni as an official partner for 2024 and 2025.

How can Duni help make my festival more sustainable?

Our experts are happy to guide you through any query – big or small. And if you’d like a sales presentation we’re happy to organise that too.

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