Sustainable converting
application. This means 750,000 tonnes of valuable PET material could open many opportunities to avoid becoming unused waste every year. There are two pathways to addressing this.
The fi rst is through legislation, with the EU’s PPWR being the most pertinent example for European businesses. PPWR enshrines a number of recyclability guidelines and waste reduction targets into law, while also incorporating new requirements around the inclusion of recycled content into packaging, and the green claims brands can make about their products. It also uses a form of extended producer responsibility (EPR) to incentivise the use of recyclable and reusable packaging through a modulated fee structure.
This comprehensive package of measures should increase the amount of recycled and recyclable material used in packaging, while also using the additional fees raised from its EPR element to invest in harmonised recycling infrastructures across all EU nations. This should further improve recovery rates and access to recycled materials. At the same
time, green claims regulations will require products to be specifi c, transparent and most importantly, accurate in any communications with consumers, improving education about sustainability-related topics across the market. The second pathway will be driven by packaging innovation, and it is this pathway that presents the most exciting opportunities for businesses.
CLOSING THE MATERIAL LOOP PPWR is not a target, it is the new set of minimum requirements for packaging to contribute to more effi cient waste management. Businesses can go above and beyond if they choose to, so sustainable innovation will remain a key point of diff erence for sustainable brands.
In fact, the modulated fees of EPR, coupled with increased investment in recycling, herald a new generation of circular packaging solutions. At kp, we have fi rst-hand experience of this, 60 years of experience, to be exact and are committed to guiding retailers and packaging
companies towards a more circular approach. The integration of recycled materials into food packaging becomes a regulatory and market-driven necessity. To ensure long-term success, this must be embedded within a sustainable mid- to long-term strategy that balances packaging performance, product safety and profi tability. It is critical to support the recycling industry’s viability by fostering demand for high-quality recyclates and investing in robust certifi ed value chains. The supply chain must guarantee the traceability and authenticity of recycled content, from its origin to incorporation, to build trust across stakeholders and meet evolving compliance and consumer expectations.
If the industry can solve this problem, it can solve anything. Plastic is often painted as the villain in sustainability stories, but savvy businesses will fi nd a way to turn it into the hero. These businesses will be the ones best- placed for success over the coming decades, riding an ever-evolving wave of circular plastic packaging innovation.
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Dec 2025/Jan 2026
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