Flexible Packaging
Switching EPR from obligation to opportunity
BySimon Buswell, sales and marketing director, Eco Flexibles
W
ith EPR fees commencing October 2025, the packaging industry faces signifi cant change in a relatively short
timeframe as end-of-life processing costs move upstream. While many companies focus solely on compliance, EPR’s reshaping of the commercial dynamics in packaging design and production off ers a compelling opportunity for packaging manufacturers to guide their brand customers through this transition.
The EPR mechanism of modulated fees creates clear market imperatives that we, as packaging suppliers, must help our customers navigate. Traditional multi-material fl exible packaging structures, despite their high performance, attract premium fees under the new system due to their recycling complexity and cost. These additional expenses will inevitably impact the value chain, aff ecting profi tability throughout. Our role as the manufacturer involves demonstrating to brands how early adaptation can transform this challenge into competitive advantage.
This conversation becomes particularly relevant given the UK’s fragmented recycling infrastructure, which remains behind many European counterparts. Mixed-material fl exible packaging, long favoured for its light weight and barrier performance, becomes increasingly problematic when viewed through EPR’s full lifecycle lens.
Material technology has evolved signifi cantly,
off ering solutions that meet these regulatory challenges. Today’s mono-material fl exible
packaging structures, whether recyclable plastic or paper-based alternatives, future- proof packaging designs in a market where recyclability drives commercial performance. The wider regulatory picture reinforces this shift; EPR operates within the broader Packaging and Packaging Waste Regulation (PPWR), harmonising standards across European markets. For UK manufacturers with EU export interests, this regulatory alignment proves critical. At Eco Flexibles, we are witnessing firsthand how EPR catalyses innovation across the sector. Developments in new barrier technologies, digital printing capabilities and pioneering pack design approaches continue to accelerate. Our experience demonstrates that brands can achieve comparable performance with recyclable mono-material alternatives, a message we must collectively reinforce to drive industry-wide adoption. Today’s paper- based and single-polymer structures deliver equivalent functional performance properties, machinability and shelf appeal to traditional multi-material structures without compromise. For packaging manufacturers and converters, this evolution demands proactive client engagement, as investment in recyclable packaging capabilities now determines future market competitiveness. As EPR fees begin influencing purchasing decisions, expertise in high-performance recyclable alternatives becomes a crucial differentiator. We are finding success in presenting this as an opportunity for brands to gain market advantage, rather than merely meeting compliance requirements. The implementation timeline creates immediate urgency for our industry. Though fees begin in October 2025, they will be calculated on 2024 packaging data. This affects businesses handling over 25 tonnes
of packaging annually with £1 million+ turnover, potentially leaving many companies exposed to significant costs without proper preparation. Our sector’s challenge lies in conveying this urgency while presenting clear, actionable transition paths. Looking ahead to the future, it is likely that EPR will accelerate existing market shifts. We anticipate intensifi ed movement toward mono-material structures, driven by both regulatory requirements and commercial imperatives. We also expect that digital printing technology’s role will expand, providing the fl exibility needed to adapt while maintaining quality and effi ciency standards. These developments create opportunities for packaging suppliers to demonstrate leadership in sustainability innovation.
The packaging industry stands at a critical juncture; EPR fundamentally redefi nes how we assess and measure packaging value. Those focusing purely on compliance or obligations miss valuable opportunities to reshape client relationships and drive innovation. Success lies in helping brands view EPR as a catalyst for positive change, developing solutions that balance commercial viability with environmental responsibility.
Market leadership belongs to those who embrace and drive this change, rather than simply react to it. As packaging professionals, our role extends beyond supply to becoming strategic partners in our clients’ sustainability journeys.
34
March 2025
www.convertermag.com
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