“Everything can be improved”: the philosophy of “betterment” is what drives Carlsberg to never settle. After improving the logo, the label, the packaging and the recipe of his own beer, Carlsberg has taken a step further, deciding to improve an object that every day enters the homes of millions of Italians, often in the company of a beer: the pizza box.

Not everyone knows that the pizza box, if it has food residues, cannot be recycled with paper: that’s why Carlsberg invented “Betterbox”, the best pizza box in the world. Probably. Betterbox is the first pizza carton made with beer production waste, 100% compostable. Barley threshers, after water, are the most abundant waste material resulting from the brewing process; Carlsberg Italia produces 1700 tons of them every year. From here comes the idea of “reducing waste, using waste”: today Betterbox is a prototype, but if tomorrow all pizzerias adopt sustainable cardboard would trigger a virtuous circle, able to generate a positive impact on our planet.