SUSTAINABLE PACKAGING
REDUCTION I
GETTING SMART ABOUT PACKAGING
Suzanne Callander gathers advice those looking for bakery packaging solutions that reduce material use and promote recyclability without compromising product protection
n recent years there has been an increased focus on packaging – driven by both consumer demand and regulatory requirements – due to
an increased understanding of the need for more sustainable products. While the primary role of packaging remains the same, today there is a growing pressure to achieve this using less material and using materials that can be more readily recycled. Across the entire food sector, the trend
towards greater sustainability is driving a move towards lighter-weight structures, recyclable mono-material plastics and fibre- based alternatives, alongside efforts to reduce unnecessary packaging. The bakery market is increasingly reflecting these trends, with developments ranging from the adoption of thinner flexible films to recyclable paper-based packaging and barrier papers designed to provide product protection with less material.
Drivers Sally Molyneux, Huhtamaki Head of Sales & Marketing – UK & Ireland, believes that the conversation around sustainable packaging has changed significantly in recent years, arguing that it is no longer simply about reducing material or switching from one packaging material to another. She says: “The real challenge today is finding solutions
THE REAL CHALLENGE TODAY IS FINDING
SOLUTIONS THAT DELIVER AGAINST SUSTAINABILITY GOALS WHILE STILL
PROTECTING THE PRODUCT, CREATING A GOOD
CONSUMER EXPERIENCE AND MAKING COMMERCIAL SENSE FOR THE BUSINESS
that deliver against sustainability goals while still protecting the product, creating a good consumer experience and making commercial sense for the business.” There appear to be a number of factors driving this shift. In the UK, for example, Extended Producer Responsibility (EPR) is encouraging businesses to think much more carefully about the packaging they place on the market and the associated costs. At the same time, consumers are becoming increasingly conscious of the environmental impact of their purchasing decisions and expect brands to demonstrate genuine progress on sustainability. However, Sally pointed out that while sustainability is important, consumers still expect their products to arrive in perfect condition, stay fresh and deliver the quality experience they have paid for. This is particularly true within the
bakery sector, where packaging has an important role to play, protecting a product throughout the supply chain, helping maintain freshness, preventing food waste, supporting merchandising and presentation, and often forming a big part of the overall brand experience. “Packaging that uses less material but results in damaged products or a reduced shelf life is unlikely to be a more sustainable solution in the long run,” warns Sally. When working with customers to find
36 • KENNEDY’S BAKERY PRODUCTION • AUGUST/SEPTEMBER 2026
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