"We are keeping up the momentum in our R&D work and maintaining a close partnership with our customers in this respect. This has brought mutual benefits historically, and now we're doing it again," comments Karolina Svensson, sales and marketing director.

"The factors that have made us such a success in uncoated magazine paper will also feature in our new initiative. The product is based 100 per cent on virgin fibre, which brings special properties to the paper and potential savings for customers. We are aiming this product squarely at the SC segment."

But that is where any similarities with tradition end, according to Tommy Wiksand, who heads up Holmen Paper's product and business development.

"Our new product is positioned in an established market segment, but it enables our customers to choose a lower grammage while still retaining the thickness of the paper. As a customer, this saves you money on both purchasing and distribution."

A number of partners will be involved in the ongoing development work, and deliveries of the finished product are expected to begin in spring 2015.