- Consumer & Luxury
- Article
Creating a good night’s sleep by removing plastic
People strive to make sustainable choices, and packaging is a crucial part of the consumer experience. So when we approached a major Swedish furniture brand with a new paper designed to replace plastic in bedding packaging, they found it too compelling to ignore. Today, their packages are based on Billerud ConFlex® HeatSeal — a
recyclable, heat-sealable paper.
The shift is here
The transition from plastic to paper is accelerating, driven by changing consumer expectations and stricter regulations. Many brands are under pressure to rethink their packaging strategies, but making the switch isn’t always straightforward.
ConFlex HeatSeal is an innovative packaging material that allows brands to replace plastic in packaging applications without requiring investment in new machinery. Billerud has vast experience in this type of transition process, and has worked closely with the furniture brand to ensure a smooth switch.
Tested by CEPI, the Confederation of European Paper Industries, ConFlex HeatSeal achieved the highest level of recyclability, scoring 18 out of 20 points. By reducing waste and keeping materials in use, it contributes to a circular packaging economy — aligning with both regulatory demands and consumer expectations for sustainable packaging.
A clear conscience is the best pillow.
Packaging is the first thing consumers see—and feel. ConFlex HeatSeal made it possible for a major Swedish furniture brand to wrap their beddings in paper instead of plastic.
Great results within reach
Sustainability should never come at the cost of efficiency—and with ConFlex HeatSeal, it doesn’t. The transition to heat-sealable paper has not only reduced plastic waste but also improved production performance.
Since making the switch, this furniture brand has lowered its carbon footprint by 50%, increased production speed by 30%, and optimized packaging efficiency by fitting 20% more units per package. These numbers prove that replacing plastic with paper can deliver both environmental and operational benefits.
Improved performance
The numbers so far are impressive. This is what has been achieved with the transition to ConFlex HeatSeal.

* Estimated

A better way forward
Bedding packaging is just the beginning. While this case highlights a successful transition, ConFlex HeatSeal is designed for a range of applications where heat-sealable paper can replace plastic.
The demand for sustainable packaging is growing. ConFlex HeatSeal is not only ideal for beddings but also well-suited for industrial components and hygiene products like diapers. If you see potential for any of your products, let’s connect and explore the possibilities together.