Most people probably have a paint bucket in their basement with the iconic red lid and the name Flutex printed on the side. But that will soon be a thing of the past, as Flügger is embarking on its biggest product change to date. To meet ever-growing environmental requirements, Flügger has chosen to phase out its most popular paint type, Flutex, in favour of upgraded variants in the Flügger portfolio, namely Flügger Perform, Dekso and Flutex Pro.

– It is the biggest product improvement in Flügger’s history – and also a bit nerve-wracking. We are going in and replacing a customer’s favourite option. But across the whole line, we are exchanging with significantly improved and gentler versions of existing products, so we expect a good response, says Christian Backman, Product Manager.

By reducing the portfolio, it becomes easier for customers to choose the right paint for their specific needs. For the professional painter, there is an improved Flutex Pro. For the connoisseur and the fashion-conscious, there’s an upgraded version of Dekso. And as the new kid on the block, we welcome Flügger Perform, a budget-friendly option for private consumers in buckets made from 50% recycled plastic.

Stronger environmental profile

The three types of paint are produced so they fulfil the requirements for the Nordic Swan Ecolabel. Flügger Pro and Dekso also fulfil the M1 requirements, which stands for the lowest possible emissions to the indoor climate. For the end customer, this means products with minimal impact on the indoor climate and where the well-known quality and functional properties are retained.

– The rules for certifications and requirements are constantly changing. With the new upgraded paint series, we get the best painting result while minimising environmental impact, says Christian Backman, Product Manager.

In a desire to drive development towards more environmentally friendly products, Flügger has developed paint with very low emissions so that neither professional nor private painters are exposed to harmful evaporation during use. While Flutex has been a user favourite since its launch in 1968, it does not make sense for Flügger to stick with a product that does not live up to today’s standards.

Green strategy

Since Flügger’s CEO, Sune Schnack, moved into the executive seat in 2021, the paint company’s green profile has only grown stronger. This is partly through the Going Green strategy, where Flügger is working towards a greener and more sustainable future. Among the goals for 2030 is CO2-neutral production and sales of 100% ecolabelled paint in the Nordic region.

As part of the strategy, Flügger’s flagship factory in Kolding has undergone an extensive renovation that has a direct impact on the future of Flügger paint. Among other things, it has become easier to keep the factory clean during production, which means there is less need for preservatives in the paint products.

– Going Green defines our business goals and sets the tone for a new and sustainable Flügger in the next decade. But Going Green is not new to us at all. In fact, we made our first water-based paint back in the 1960s, says CEO Sune Schnack.