UPM has Showcased the Impacts of PPWR as the European Union’s Packaging and Packaging Waste Regulation (PPWR) is causing profound shifts throughout the packaging value chain. Although many details about the implementation are yet to be defined in the secondary legislation, there is no time to lose when it comes to future-proofing packaging solutions.
The most lobbied political process in the EU’s history, the Packaging and Packaging Waste Regulation (PPWR) harnesses the power of packaging design in advancing the circular economy by UPM. With the Design for Recycling (DfR) guidelines at its core, the PPWR outlines that all packaging must be recyclable by 2030.
James Pryor, Co-Founder and Managing Partner at Touch Design testifies that packaging designers are feeling the momentum. James has been following the regulation for years and is actively working to align packaging portfolios with PPWR in its current form. This involves developing packaging prototypes and testing them meticulously at recycling houses.
“Most of our bigger clients want to be very sure that their investments result in packaging that is compliant with a good recyclability grade. We also need to consider reuse and material minimization.”
James Pryor, Co-Founder and Managing Partner, Touch Design
Towards increased harmony
UPM outlines three possible directions packaging designers can take to align with the PPWR in terms of material selection. In addition, the PPWR’s success will also broaden the offering of recycled content materials used in packaging. These are:
- Completely redesigning packaging
- Eliminating certain materials or
- Replacing materials with more sustainable alternatives.
- Currently, there are multiple definitions for packaging recyclability, but the PPWR coming into force will create an EU-wide standard.
“The PPWR can simplify the job of the packaging designer. Material selection, specification, and application will become much more harmonized.”
James Pryor, Co-Founder and Managing Partner, Touch Design
A question of business continuity
When it comes to clients aligning with the regulation, some are more proactive and knowledgeable than others. According to James, cost will always remain a pertinent issue, especially now with the consumer already at their price limit.
“On the other hand, if you’re not compliant by 2030, you won’t be able to sell your products. For brands, it’s unacceptable to be taken off the shelf. As a packaging designer, when you’re designing for recyclability, you’re also probably making your EPR fees smaller for your clients.”
James Pryor, Co-Founder and Managing Partner, Touch Design
Aligning early with the PPWR also poses opportunities for lowering costs. Under the regulation, so-called Extended Producer Responsibility (EPR) fees will be determined by recyclability grade and the percentage of recycled content in plastic packaging.
One successful case of innovative and circular packaging design Touch Design has worked on is the John West ECOTWIST aluminum foil stickers found in multipack tuna cans. In place of plastic wrap and cardboard, the multipack of cans is held together with aluminum Smartstrips, which have been externally certified as fully recyclable in the UK. As a result, significant environmental and logistical benefits are achieved, earning the packaging the Pre-Commercialized Recyclable Packaging award at the 2024 Sustainability Awards.
“Many of our clients are big FMCG businesses – they know how slowly their ships move. The PPWR will certainly help the industry steer in a much more positive direction.”
James Pryor, Co-Founder and Managing Partner, Touch Design