Future of Packaging: the Times

INDEPENDENT PUBLICATION BY RACONTEUR.NET #0589 21/05/2019 FUTURE OF PACKAGING

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FUTURE OF LEGISLATION PACKAGING Bending with the Distributed in winds of policy change Published in association with

Sustainability The UK is in need of improved recycling systems, laws and infrastructure, in Packaging EUROPE and while change may be slow, companies must be prepared

Nick Easen “The principle that local author- Contributors ities will collect core packaging, he winds of change are such as plastic bottles and contain- Oliver Balch Sarah Dawood T blowing more than just a ers, paper and card, glass and cans, Journalist specialising in Experienced writer and bit of plastic in the breeze; is a good one. Packaging manufac- sustainability, business journalist, she is deputy they’re now whistling through the turers and retailers will need to and travel. He is the editor at Design Week halls of Westminster. The govern- match this list with the products author of travelogues and also contributes to on South America, India The Guardian and The ment has just wrapped up an ambi- they put on the market or face and Wales. Line of Best Fit. tious consultation, the first in ten additional charges.” years, on reforming how we deal Mike Kemp/In Pictures via Getty Images The shake-up is likely to be Nick Easen Rich McEachran with waste packaging. Industry rolled out within four years, with Award-winning journalist Journalist covering tech, and consumers can expect a radi- a revamped and simplified label- and broadcaster, he writes startups and innovation, cal shake-up. ling system; none of the “check on science, technology, he writes for The In a bid to breathe new life into locally” labelling, which has been economics and business, Guardian, The Telegraph producing content for BBC and Professional a creaking system, significant deemed a barrier to better recy- World News, CNN and Engineering. intervention is expected in the cling. A deposit return scheme for Time magazine. form of policy and fiscal drivers, single-use drinks containers and a amid great expectations within tax on plastic packaging with less Jim McClelland Giselle La the industry. Some are calling it a than 30 per cent recycled content Sustainable futurist, Pompe-Moore once-in-a-generation opportunity is also in the strategy. speaker and writer, his Freelance beauty and specialisms include built wellness writer, her work to revitalise recycling and use of UK reprocessors have long been lob- environment, corporate has been published in resources, counter littering and bying for changes to the current PRN social responsibility and Stylist, i-D, Byrdie, Who give a significant push towards a system, which they believe incentiv- ecosystem services. What Wear and more. circular economy. ises materials being sent abroad. “This comes after the UK parlia- “One of the biggest risks in the Sharon ment declared a climate emergency churn out. UK companies currently on the market is easily recyclable,” redesign is that we see an increase Thiruchelvam and the Committee on Climate experience lower costs for compli- says Simon Ellin, chief executive of in costs for producers and ulti- Writer specialising in Change recommended that the ance compared with producers in the Recycling Association. mately consumers, but a failure to culture and innovation, she contributes to The country aims for net zero carbon many other European countries. “If we get the system right, con- improve our existing recycling sys- Independent, i-D, Vice emissions by 2050,” explains Ben It means that only 10 per cent sumers will have easy labelling tem,” says Robbie Staniforth, head and Forbes. Stansfield, partner at law firm of the costs for recycling schemes that tells them the packaging is of policy at Ecosurety. Gowling WLG. “There is phenome- come from producers themselves recyclable, what bin to put it in “A well-designed scheme will rec- nal momentum here. I think a lot of through compliance systems, and then we will get much higher- ognise the true costs of packaging, what’s being proposed by the gov- such as packaging recovery notes, quality recycled material to be as well as the costs of a transpar- ernment will be adopted.” or PRNs, which provide evidence used in new products.” ent, effective recycling system. We And there’s a need for change. waste packaging material has been At present there are many vari- must create a level playing field Recycling rates have plateaued in recycled into a new product; the ables involving a mind-boggling for all involved, as well as provide Publishing manager Head of production the UK. We still have a system that rest is funded by local authorities array of local authority collections extra funding to local authorities, Ellen Shannon Justyna O'Connell favours exporting 50 per cent of and central government. and packaging with highly varia- which are a critical cog in the recy- our waste with limited incentives “We have been calling for waste ble recycling qualities. Complexity cling machine.” Associate editor Digital content executive for domestic reprocessing. The sys- producers to pay for their recycling hinders the system, but this could All this is likely to require com- Peter Archer Fran Cassidy tem of collection is complicated, for many years now. What this should change. “A well-designed scheme plicated manoeuvres in industry, Managing editor Design localised and fails to provide local do is force manufacturers and retail- needs to be simple for everyone to including mechanisms that trans- Benjamin Chiou Joanna Bird authorities with enough financial ers to ensure the packaging they put understand,” says Mr Ellin. fer the cost of recycling to those Grant Chapman support. At the same time, a lot of who produce packaging in the first Commissioning editor Sara Gelfgren useable packaging and materials place. Agreement from each link Elaine Zhao Kellie Jerrard RECYCLING RATES HAVE PLATEAUED Harry Lewis-Irlam still end up in landfill. A lack of in the supply chain and co-ordina- accountability and transparency is tion will be crucial to make a new, Celina Lucey Household waste recycling rates in England Samuele Motta also apparent. consistent system work. “The government feels the exist- “It is vital businesses start pre- Head of design 50% ing regulations do not deliver what paring now,” says Mr Honcoop. Tim Whitlock we want them to do in the future “We’ve already seen an increase in and to help the UK meet more the cost of complying with pack- 40% Although this publication is funded through advertising and challenging targets for recycling, aging regulations over the last 12 sponsorship, all editorial is without bias and sponsored features as well as increase the revenue months and, without changes in are clearly labelled. For an upcoming schedule, partnership that comes from the system,” says behaviour of how businesses view 30% inquiries or feedback, please call +44 (0)20 3877 3800 or David Honcoop, managing direc- their packaging obligations, the email [email protected] tor of Clarity Environmental. new proposals could have huge Raconteur is a leading publisher of special-interest content and The Resources and Waste Strategy implications.” research. Its publications and articles cover a wide range of topics, 20% is the 124-page blueprint from the A year after BBC TV’s Blue Planet including business, finance, sustainability, healthcare, lifestyle and technology. Raconteur special reports are published exclusively in Department for Environment, II and the subsequent back- The Times and The Sunday Times as well as online at raconteur.net Food and Rural Affairs, which lash against plastic, consumers 10% The information contained in this publication has been obtained will evolve into new laws soon. are already aligning themselves from sources the Proprietors believe to be correct. However, In the process, everybody will be with brands that take this issue no legal liability can be accepted for any errors. No part of this impacted in some way. Environment, Department for Food & Rural Affairs 2018 seriously. “By embracing change, publication may be reproduced without the prior consent of the 0% At its core is the “polluter pays” producers will be protecting Publisher. © Raconteur Media principle. Businesses can expect the future of their business as so-called extended producer respon- well as the environment,” Mr 2011–12 2017–18 2015–16 2013–14 2009–10 2001–02 2007–08 2005–06 @raconteur /raconteur.net @raconteur_london sibilities for the packaging they 2003–04 Staniforth concludes.

raconteur.net /future-packaging-2019 04 FUTURE OF PACKAGING

Nick Easen

here are many strange and Amazon set the scene years they control the relationship with T internet phenomena, but ago. Now it could be Revolution the customer, beta-testing new unboxing videos tops Beauty, BrewDog, HelloFresh or packaging rapidly. them all. They’ve skyrocketed in Graze. What can seem like ordi- “It used to take 15 days to engage popularity on YouTube; 129 mil- nary consumer products, from with a buyer who was express- lion web-page references isn’t to be simple ingredients to razors, are ing negativity after experiencing sniffed at nor is a growing move- being presented as extraordinary issues; that’s down to 48 hours ment on social media. Unwrapping through one important medium: with the advanced statistical anal- a subscription box, smartphone, their packaging. ysis, which helps identify any nee- make-up, even vegetables: that “It is the store front, experience, dle in a haystack of responses,” DIRECT TO CONSUMER so-called moment of truth brings service and product for direct- says Mr Smith. supposed rapturous joy to some. to-consumer or D2C brands. It Packaging by direct-to-consumer Online shopping brands are replaces the store as the place brands has been innovative on the injecting fresh vitality into packag- where an emotional relationship sustainability front too. Riverford ing. Take Lifebox, which supplies is made and reinforced every time Organic Farmers supplies weekly Breathing healthy snacks and wellness prod- with the customer,” says Michelle vegetable and meat boxes to peo- ucts each month to a fanbase in the Du Prât, executive strategy direc- ple’s doorsteps. It’s one of the first UK. Their smart cardboard box, tor at Household. companies in the UK to use com- with specially folded tissue paper, It comes at a time when online postable nets made from forestry new life into is carefully curated. You don’t want retail is red hot. Almost nine waste and collects all the boxes too much space, it might feel a bit out of ten UK consumers are on it delivers. empty; too small a box and sub- Amazon, while more than £12 bil- “We’re able to invest in pack- scribers feel hard done by, and it lion was spent on online groceries aging that can be reused, up to packaging has to be “Instagramable”. in 2018; it’s one of the fastest-grow- ten times for some of our boxes. “The box and wrapping are ing channels, according to Mintel. Reuse is far more sustainable than integral to the experience,” In Germany, online shopping is recycling after a single use,” says With packaging now a vital part of the product says Lifebox managing director almost universal. It means pack- Greg Penn, Riverford’s recipe box Howard Rawlings. “The doorstep aging is no longer shackled by commercial manager. proposition, innovative brands in the online opening must feel valuable, as well in-store shelf space or constraints “As we’re in control of the prod- as surprise and delight every time; along the supply chain. uct from field to doorstep, we can direct-to-consumer (D2C) market are giving subscribers must believe they are “D2C packaging doesn’t need ensure the packaging is fit for pur- customers more than just a product, they’re using getting value for money. We add a to say ‘buy me’ like it does in a pose. We also don’t add superflu- ribbon round the box if it’s gifted supermarket aisle either, so the ous packaging to help sell products packaging to deliver an experience to make it feel even more special.” opportunities to innovate and as it’s not sat on a shelf and a cus- They aren’t the take a competitive advantage are tomer has already made the deci- only ones. there to be exploited,” says Paul sion to purchase it.” Apple Jenkins, managing director of D2C brands that use so-called ThePackHub. “Packaging is now conversational commerce can also an integrated part of the product help educate people about sustain- proposition. The aim is to engage ability issues. At Riverford they’ve people in meaningful ways.” introduced leaflets highlighting The biggest challenge for this in their boxes. “These explain online brands is to resist not only what the packaging is homogenisation, as well as made from and what to do with it push for intelligent design, when it’s finished, but also why we one that speaks of brand have to use it,” says Mr Penn. personality and tells a story. Splosh, which sells laundry prod- After all, the bar has been ucts via a subscription box online, set high by some compa- claims to cut plastic packaging nies and we now live in an waste by 90 per cent when you era of great consumer expec- return their containers. This is tation. There are many reports another D2C, digital brand looking of packaging being so good that to meet consumers’ growing needs it doesn’t even get thrown away. for environmentally responsible “The issue is that D2C brands can packaging. Smol, maker of laundry often lose significant parts of their detergents, has similar aims. profitability in packaging. It is a In the future, innovation observed higher proportional cost of goods in direct-to-consumer and online sold compared to shipping a pal- brands could spur on change else- let of items out to retail stores,” where. “As we become the early explains Paul Smith, SAP’s cus- adopters, a better way of packing tomer experience global industry should trickle through to the tradi- principal for consumer products. tional retail environment,” says Mr What it does mean is that direct- Penn. “But this is largely driven by to-consumer, digital brands invest consumer demand. If the traditional more time, money and effort in retailers believe there’s a commer- how a product is housed. They’re cial benefit to reducing their envi- also able to innovate quicker than ronmental impact based on cus- many traditional players since tomer opinion, then they’ll do it.”

[Packaging] is the store front, experience, service and product for direct-to-consumer or D2C brands. It replaces the store as the place where an emotional relationship is made and reinforced every time with the customer RACONTEUR.NET 05 Commercial feature

Illuminating a problem: most packaging isn’t light protected

Protecting packaged food and drink products from damaging light is now a measurable science

rying over spilt milk is one are aware of this problem. This infor- C thing, but you’re more likely mation gap needs to be addressed. to shed a tear over the “The issue isn’t well understood packaging when you hear that most by consumers, but the industry has of what we use doesn’t stop milk known for years that light dam- degrading rapidly; the same is true ages milk and other organic liquids,” of olive oil or plant-based drinks. explains Divya Chopra, chief execu- Light penetrates most packaging; in tive of Noluma International, a state- milk it can affect the taste and smell of-the-art light protection technical within 15 minutes, while some vita- services and certification startup. mins degrade in half an hour. “When the public is aware of the issue, Although people know of sunlight they want to do something about it. damage, a minimum number of con- It’s of grave concern and we need to sumers understand the damaging do something.” effect of indoor light on taste, quality Indoor lighting in supermarkets and and nutrients. At the same time, 90 even fridge lights degrade nutrients in per cent of UK dairy farmers polled milk, penetrating many types of packaging. Some nutrients, in particular vitamin B2 (riboflavin) and proteins, can decrease by 28 per cent after just 20 minutes of being exposed, according to scientific research from Cornell University in the United States. After two hours, fresh milk exposed Light damages to LED lighting, the type now common packaged goods in supermarkets, begins to lose vitamin A and after 16 hours, milk a lot faster than found in a conventional bottle will we realise have half the vitamin A it started with. In fact, damage to nutrition comes from all types of light, natural as well Protein levels in milk can as fluorescent tubes, and occurs of expert taste testers and time-con- light can easily penetrate other mate- with companies in Europe and the UK drop by up to... before the expiry date of the prod- suming lab analysis. rials,” says Dr Chopra. to test and develop new packaging. A uct. It often means consumers aren’t Noluma uses a photosensitive The US-based company gives its cer- US campaign with Jersey Girls Dairy in getting the nutrients the product sup- marker ingredient inside a test solu- tification to packaging that achieves Vermont saw sales triple in a month, posedly contains. tion and exposes the package to an LPF high enough to block damaging after the launch of its light-protected 28% “Light damages packaged goods a intense light. The test replicates two light, whether it’s yoghurt, milk, cheese, packaging, when consumers saw meas- lot faster than we realise. The vast weeks of light exposure in less than olive oil, coffee, cosmetics or plant- urable improvements in milk quality. majority of materials we use to con- two hours. Scientists then measure based drinks that degrade with light. As the company doesn’t sell pack- after just 20 minutes of tain our food does little to protect it the degree to which the marker is A Noluma marque is then displayed aging, it can objectively collaborate light exposure fully. These days most packaging has broken down. In the case of dairy, the on the container; it means that a prod- with consumer goods companies or been created as a low-cost solution. marker is riboflavin, vitamin B2; for uct’s freshness, nutrition, efficacy and their convertors to find the best way to Cornell University report If consumers value fresh food and the olive oil, chlorophyll is used. sensory qualities will be fully protected enhance the light protection of pack- preservation of nutrients in dairy and “We calculate an LPF for companies from light damage. aging while meeting other goals, such other drinks, as well as olive oil, things that is dependent on the light prop- “Our certification is an assurance to as environmental sustainability. need to change,” says Dr Chopra, erties of the product being sold. We both end-consumers and industry that “Food waste is a massive issue glob- whose company has a new certifica- can then advise them on whether their the product is fully protected against ally. In the UK, it’s a £20-billion a year 90% tion for light-protection in packaging. containers are suitable and guide them light damage. We hope that custom- problem, with 490 million pints of milk “What’s happening now is that the efficiently to a better design. People ers will begin to value the marque over or eighteen and a half pints per house- technology to measure light protec- are surprised. Not all opaque material time and demand its use on packaging hold lost per annum,” says Dr Chopra. of farmers know that light tion is accessible. We can now bench- is light protected. Rays pass through as a mark of trust. A lot of current pack- “Exposure to light degrades milk’s damages milk mark packaging designs and materials a polystyrene cup for instance, while aging isn’t protecting food and drink quality and freshness before its with an affordable test that gives a damaging ultra-violet and infra-red items adequately, and the materials expiration date, in some cases up Once educated about the reading within hours.” used are inconsistent,” says Dr Chopra. to 20 times faster than if it were in damaging effects of indoor Launched last year, Noluma is the “There is also not an abundance of light-protected and certified bottles. light on dairy milk… only company to develop a patented, light-protected packaging out there. Noluma’s testing can definitely make a state-of-the-art technology that cal- This will change. We’re on a mission to difference to our growing mountain of ibrates the light protection capacity engage consumers across the globe waste. It’s time for a change.” of packaging in relation to content about this issue. We’re hoping con- 55% change. The company is unique in sumer packaged goods companies that it assigns a light protection factor worldwide will also step up, get tested (LPF), a bit like the SPF rating you see Just because a bottle looks and then deploy effective light-pro- For more information please go to of consumers say supermarkets used in sun creams. This factor is not white and says light-protected tected packaging, as well as use the www.lightdamageisreal.co.uk should proactively look to only dependent on the packaging, but certification to differentiate them- package milk produce in ‘light the product it contains. does not mean it is; like an SPF selves in the marketplace.” protected’ packaging The test is objective, quantitative, of 10, contents can still get Noluma has been working with a reliable and more accurate than con- number of key dairy players in North CensusWide survey ducting a costly evaluation with a panel damaged. Trust certification America and China, and is also in talks 06 FUTURE OF PACKAGING

MATERIALS The fast-growth tree species that One of the beneficiaries of the back- go into pulp production, the base for lash against plastic packaging is CONCERNS WITH cardboard, are very thirsty, result- glass. This time-honoured alternative NON-PLASTIC ing in water shortages, she adds. is seeing a steady demand growth in 3 ALTERNATIVES Smallholder farmers can also find a range of sectors, from food and bev- Public attitudes themselves displaced by large-scale erage to cosmetics, perfumery and commercial forestation. pharmacy, according to the European In response, the pulp and forestry Container Glass Federation (Feve). industries have developed a vari- As with cardboard, glass has the % to non-plastics ety of sustainability certification benefit of being highly recyclable. 40 schemes to demonstrate their efforts Furthermore, using existing glass in to mitigate such negative impacts. the manufacturing process allows for The best-known certificationa lower melting temperature, which of all industrial is run by the Forest Stewardship in turn lead leads to lower energy-re- wood traded still need work globally is used Council. Certified producers are lated emissions. in the pulp and required to show they meet ten core Yet the carbon intensity of glass pro- paper industries rules, which cover everything from duction still remains high. The con- Backlash against unrecyclables is pressing avoiding environmental damage to tainer and flat glass industries, which WWF 2019 respect for indigenous lands. account for 80 per cent of all glass, companies and consumers to search for Conservation charity WWF has emit more than 60 million tonnes of alternatives. While card, glass and cotton gone one step further, developing carbon emissions a year, according to a set of good management princi- Global Efficiency Intelligence. packaging may be greener options, experts say ples specifically for the pulp and Energy efficiency measures are 60m paper industry. The New Generation slowly helping bring this down tonnes a change in consumer understanding is still Plantations (NGP) initiative pushes over recent years. In Europe, for annual level of needed in order to be truly sustainable participating companies to learn instance, almost all glass factories carbon emissions from one another about how best to are now equipped with natural gas created by the address challenging issues. as opposed to more polluting fossil container and flat As a basic starting point, planta- fuels such as diesel. glass industries tions should never replace natural The European glass industry annu- Global Efficiency Intelligence 2018 Oliver Balch forests, according to NGP. Ideally, ally invests €610 million in waste heat they would also be established recovery systems and other decar- on degraded areas with low con- bonising measures, says Feve spokes- ardboard should be the Plantations might be good for servation value and would make person Michael Delle Selve. The result C dream packaging product. the climate, “carbon sinks” the a positive contribution to local has been a 5 per cent reduction in car- And in many ways it is. It’s scientists like to call them, but people’s lives. bon emissions over the last decade. light while strong, easy to recycle they aren’t nearly as great for the An illustrative example is the For ethical water brand Belu, k 7number of times and dependent on those great cli- local habitat or, very often, for Brazilian pulp and paper firm which gives 100 per cent of its prof- mate regulators: trees. local communities. Fibria, which works with local char- its to WaterAid, the focus should be a cotton tote bag needs to be used It’s what happens before your “Plantations are constantly ities in the south of Brazil to help on avoiding single-use packaging for it to become boxed-up Amazon purchase lands expanding into new territories, establish community-owned tree wherever possible, be it glass or plas- a greener option on your doorstep that’s the prob- where biodiversity is replaced with nurseries. Another is Finland’s tic; Belu uses both. than plastic lem. At the crux of the issue are monocultures of trees,” says Maria Stora Enso, which has set aside In a frank admission, Belu’s chief Ministry for commercial timber plantations, Ehrnström-Fuentes, a forestry spe- more than 100,000 hectares of its executive Karen Lynch says the best Environment and Food many of which are now located in cialist at the Hanken School of concession in Brazil’s Atlantic rain- option for eco-conscious consumers of Denmark 2018 the global south. Economics in Finland. forest for conservation. is to drink tap or filtered water from a refillable, non-plastic bottle. “You may give yourself a big high Cotton Initiative (BCI). This indus- five for being plastic free, but you try-backed group works with almost A cotton plantation could triple or even quadruple two million farmers around the world, the carbon emissions created if encouraging them to adopt more sus- you opt for a switch to single-use tainable practices, such as using less glass,” she says. water and fewer chemicals. Meanwhile, if there’s one single Even so, less than 20 per cent of

Bloomberg / Getty Images item that earns the universal ire of cotton is currently grown in a way environmentalists, it is the single-use that actively protects people and plastic bag. For many, cotton tote bags the planet, says BCI chief operating are seen as a more sustainable alter- officer Lena Staafgard. “BCI seeks to native. But are they? change this and is striving to trans- Not if a recent study commissioned form cotton production from the by the Danish government is to be ground up,” she says. believed. Cotton bags need to be used For now, however, even purvey- around seven thousands times to ors of tote bags are wary of overly become a greener option than plastic, endorsing them. Few companies are according to the study. more eco-aware than Rotterdam- Why? Because cotton is a thirsty, based Bio Futerra, a wholesale land-hungry crop that typically provider of plant-based packag- requires large volumes of pol- ing products. On its product list luting fertilisers and pesticides. are Fairtrade-certified cotton bags Infrastructure for recycling cotton is made from at least 70 per cent also scarce. organic cotton. Leading the charge in making cot- “Under no circumstances do we ton more sustainable is the Better want to mitigate consumer concerns about the environmental footprint of cotton in general; we rather encourage our customers to ask critical questions about our products and their impact,” says Ekaterina Smid-Gankin, sustainability con- Less than 20 per sultant for Bio Futerra. Ms Smid-Gankin says finding cent of cotton is zero-impact packaging solutions is, currently grown in as yet, not possible. That’s as true for cardboard and glass as it is for cot- a way that actively ton. Even so, anything is better than protects people and plastic, she maintains. Her core message: “Reuse, reuse, reuse and, the planet where possible, reuse again.” RACONTEUR.NET 07 Commercial feature

COCA-COLA PLASTIC BOTTLES ARE LIGHTER THAN EVER ALL COCA-COLA BOTTLES AND CANS IN GREAT BRITAIN ARE 100% RECYCLABLE

Light-weighting the 500ml PET bottle... Recycled content use in all 100% packaging (plastic, aluminium recyclable plastic and glass) 2010 30%

36.0g 26.0g 24.0g 19.9g 2018 50% 39% 1994 2006 2009 2016 recycled content in PET bottles by 2020

Coca-Cola uses plastic World Without Waste - 25% packaging because it is Coca-Cola has a goal recycled content in lighter, can be resealed, has to collect and recycle PET bottles in 2018 a lower carbon footprint, the equivalent of every and a lower impact on the bottle or can it sells environment if recycled. globally by 2030.

collections, including those in our for consumers to recycle. There are towns, cities, offices, transport hubs plenty of return points in supermar- Is this our chance to stop and in the community.” kets, offices and transport hubs,” says One of the issues that Coca-Cola Mr Brown. faces in the UK is sourcing more “Any new scheme should be con- food-grade recycled plastic so it sistent across Britain and well com- plastic becoming waste? can increase the amount of recycled municated to the public. Retailers plastic in its bottles. “Moving towards and supermarkets must be paid to run a circular economy is the goal and efficient collection points. The whole Combating packaging waste through a circular we applaud the fact that the UK gov- scheme should be well financed and ernment is now reviewing its current managed by a not-for-profit organ- economy of reusing and recycling plastic must be a strategy,” says Mr Brown. isation and owned and operated by top priority for government and industry Mid-May saw the end of the industry. It should also be set clear first consultation round for the collection targets by government to Department for Environment, Food deliver the best possible environ- and Rural Affairs, and its resources mental outcomes.” and waste strategy. New interven- There is certainly industry con- tions could come in three key areas: sensus for a more standardised and ankind has a big challenge sells by 2030. In Great Britain the collection. Over the last 20 years, UK consistency of household recycling; effective collection system across M with plastic packaging. On packaging it uses is 100 per cent local authorities have done a fantas- extended producer responsibil- Britain. This will require a new model the one hand, too much recyclable and its bottles contain tic job collecting recyclable materials ity; and a deposit return scheme for for local authorities to run kerbside ends up as litter, in landfills and in up to 25 per cent recycled plastic from our households, but there’s a drinks containers. At the same time, a recycling schemes. It will also mean our oceans. Yet, on the other, plastic or plant-based material, making it patchwork of systems, it’s not cohe- tax on single-use plastics packaging, significant change for businesses, can be a highly sustainable and dura- the largest user of recycled plastic sive and we need to move it to the with less than 30 per cent recycled retailers and the public. ble packaging material that’s easy to in the food and drink industry. It next level.” content, is being considered. “We’re very optimistic about the recycle and reuse. It also has a signif- has committed to get that to 50 per In Britain, the company offers con- “Any new schemes will need to be potential changes and welcome this icantly lower carbon footprint than cent recycled plastic in all its plastic sumers more than 80 drinks across carefully thought through. We under- once-in-a-generation opportunity to glass or aluminium. bottles by 2020. 20 different brands. “We use our stand that packaging producers reform the current packaging recov- The impact plastic waste is having on “Ultimately, we don’t want any of brands to encourage more people and industry will need to contribute ery and recycling system,” Mr Brown the environment and wildlife is now our packaging to end up in hedge- to recycle with messages on bot- more. We also want to see a step- concludes. “We want to work with the hottest of topics, headlining the rows as litter, in our seas as plastic tles and through our adverts that change in the quality and quantity others to achieve a thriving circular consumer and business agenda world- pollution or in landfill as a wasted encourage and incentivise people of recycled packaging material avail- economy so we can make the most wide. Its effects can be damaging, at resource. It’s unacceptable. It’s time to do the right thing after they’ve able to manufacturers like us,” says of our valuable resources. Policy the same time it’s a lost resource. The we rethink plastics and packaging enjoyed their drink. The next big Mr Brown. Ideally Coca-Cola wants to changes will also drive investment in challenge is how we move to a circular within society,” says Mr Brown. challenge is to increase recovery see this material reprocessed here in recycling infrastructure. The future economy where every piece of packag- According to the United Nations rates, which is currently less than 60 Britain too. looks bright.” ing is designed to be reused and actu- Environment Programme, global mate- per cent for plastic bottles,” says Mr “There is a lot of interest in a ally gets recycled. rials use is three times more than it Brown. “There’s a real opportunity well-designed deposit return scheme It’s a challenge Coca-Cola isn’t shying was in 1970 and is expected to double here, especially beyond household for bottles where consumers pay a For more details please go to away from. “We’ve made good pro- by 2050. Therefore, there’s a growing surcharge at the point of sale, which is www.coca-cola.co.uk/sustainability gress, but a lot more needs to be done. need to keep plastic that’s currently then returned when the can or bottle Making packaging as sustainable as in circulation in a closed-loop system, is recovered,” he adds. possible is now a crucial goal for many where recyclable products are used, Around the world, Coca-Cola par- businesses. Innovation is essential,” collected, and used again and again. ticipates in more than 40 differ- says Nick Brown, head of sustainability This is necessary to reduce the amount ent deposit return schemes and has at Coca-Cola European Partners, the of new materials being used. extensive experience in their set-up manufacturer of Coca-Cola drinks in “A world without waste is possi- We welcome this once-in-a- and operation, working with govern- Britain and western Europe. ble. Having some of the most widely ment and others in industry to recover Globally, The Coca-Cola Company’s distributed and visible brands in the generation opportunity to more containers for recycling. World Without Waste initiative world means we have a responsibility reform the current packaging “The best schemes are in north- includes an ambitious goal to recover to aim for this goal,” says Mr Brown. ern Europe, including Norway and and recycle a bottle for every one it “A major opportunity is in better recovery and recycling system Sweden, where they make it easy 08 FUTURE OF PACKAGING

01 ten full-sized, flat wine bottles in a compact case, rather than just about four regular, round glass ones, means a loaded pallet could carry 1,040 bottles of wine, not just 456. Sustainable packaging is simply the future, says Santiago Navarro, chief executive and co-founder of Garçon Wines. “The round wine bottles, we know and like, have been around since the 19th century, but are no longer fit for purpose. We offer a 21st-century wine bottle which is spatially efficient, lightweight, durable and sustainable,” he says. “The strength and low weight of the bottle also mean the bottles need considerably less secondary packaging to move safely through the supply chain.” Awarded the Waitrose Way Treading Lightly Award for green supply chain, anti-mosquito business incognito is another consumer-facing champion of upstream sustainability. As well as researching renewable sugarcane alternatives to traditional plastic, the company ensures all back-end packaging is from sustainable cardboard, uses green bubble wrap and shreds its own paper for reuse as recyclable fill. “We put in requests to fulfilment houses for green packaging and delivery,” explains managing director Howard Carter. “We also put pres- SUSTAINABILITY sure on third-party manufacturers.” Greening can be about where, as well as what, though, Mr Carter adds. “Some companies may have a The race to sustainability delivery that goes to the warehouse first and then to the fulfilment house. What we’ve done is to locate the warehouse in the fulfilment starts in the supply chain house. This closed loop means fewer journeys,” he says. In 2010, Lucozade Ribena Suntory Lucozade Ribena Suntory Ribena Lucozade invested some £70 million to bring bottle production onsite with or volume. However, the biggest Logoplaste, at its Gloucestershire From wine through the post to sports obstacle is the lack of a sector stand- factory. This also completely drinks in seaweed, packaging is visibly ard, says Stuart Milligan, doctoral removed the need for transportation, researcher at the University of Bath so reducing supply chain emissions. going green. However, there is a secondary School of Management. The average consumer So, as well as high-profile initia- “Smaller pallet loads tend to be still has little awareness tives such as distributing 30,000 sustainability story behind your sugarcane produced as manufacturers and Lucozade Sport Ooho seaweed cap- of the early stages of the insect spray or bamboo toothbrush that retailers are not joined up with sules at the London Marathon, regards to handling and storage,” supply chain much of the greening still goes on too often goes untold he says. “A standardised approach behind the scenes. would result in greater synergies.” Lightweighting, for example, is a Green strategies may also reap key part of the global brand’s jour- economic benefits. “There will be ney towards ensuring 100 per cent low-hanging fruit which will yield of its plastic packaging is reusable, Jim McClelland both a reduction in packaging and 01 founder and director of bamboo recyclable or compostable by 2025, financial savings. The challenge Lucozade toothbrush subscription company says Michelle Norman, director of Ribena Suntory will come when the quick wins have distributed 36,000 BlueRock. “The average consumer external affairs and sustainability. ustainable packaging as a single stream, plus an inter- been realised and retailers then Lucozade Sport still has little awareness of the early “In January, we lightweighted the talk tends to focus on the ested party incentivised by rebate or have to invest to redesign their pro- gels encased in stages of the supply chain, so posi- best-selling 500ml Ribena bottle, S Ooho’s edible in-store retail experience reduced cost.” cesses,” he adds. tive consumer behaviour cannot be which removed 325 tonnes of plastic seaweed packaging and its impact on the more or less Furthermore, warehousing, stor- While cost bumps might be a com- to runners at the relied on to absorb the cost. The ini- from production every year. Now the eco-conscious consumer. However, age, shipping and logistics can influ- mercial reality, sadly good com- London Marathon tiation of greening early-door sec- bottle is also undergoing a redesign trade and wholesale supply chains ence and even dictate the formats munication is not, notes Robert ondary supply chains will therefore to ensure it is fully compatible with 02 also generate volumes of secondary finding their way into consumer Lockyer, chief executive and founder Ten full-sized, flat likely come in the form of tax breaks bottle-to-bottle recycling,” she says. packaging waste and recycling. bags and hands or business offices of Delta Global, innovators in luxury wine bottles from and other incentives,” he says. Innovation comes in many shapes What happens upstream is vital and shops. packaging. “Retailers must be more Garçon Wines take The good news, though, is that and sizes, literally, and even the small- and the significant percentage of This supply chain hinterland open to options that may cost a little up the same space innovation also flows upstream. est change can have a big impact, as four regular, UK packaging waste involved offers also feeds the booming omnichan- more, while prepared for consumer round bottles Not content with pioneering an explains Patrick Browne, director of real business prospects, says David nel retail and home-delivery mar- reaction to rising prices. If we accept award-winning 100 per cent recy- global sustainability at UPS. Wilson, UK managing director of kets, where consumers are receiv- a general rule that it will cost more cled PET (polyethylene terephtha- “We encourage customers to focus Vanden Recycling. ing, sometimes returning, but not to go green initially, but less in the late), letterbox-friendly flat wine on right-sizing, using the minimum “Back-of-store recyclates form a always reusing or recycling, indus- long term, those who drive change bottle, Garçon Wines is turning its amount of packaging to achieve max- large part of packaging material trial-grade packaging. will benefit from customer loyalty,” attention to secondary packaging imum protection,” he says. “There’s collected and reprocessed, with A seemingly simple solution to he says. “Ultimately, for change to and logistics too. less cardboard, obviously, also less advantages over post-consumer reduce both the amount of second- happen, the retail industry must get Designed in collaboration with packing material, which helps reduce waste,” he says. “These include con- ary packaging and number of asso- better at informing customers.” DS Smith, the Garçon Wines 10 Flat waste. Right-sizing enables us to bet- centrated tonnage in known loca- ciated vehicle movements is to max- In the meantime, costs head Bottles Case will significantly cut ter optimise space in our trucks and tions, the opportunity to capture imise the load potential, by weight upstream, says Seb Gauthier, carbon emissions and costs. Fitting deliver more each trip.” RACONTEUR.NET 09 Commercial feature

PACKAGING INDUSTRY HAS TO CONTEND WITH A MULTITUDE OF CONSUMER PREFERENCES

Which materials consumers prefer based on the following factors (%)

Paper/cardboard Glass Metal Plastic No preference Natural choice for

Lighter weight 5% 47% 9% 22% 17% sustainable packaging Easier to recycle 4% As consumers demand greater sustainability in packaging, a 41% 28% 14% 14% major beverage carton manufacturer is going “Way Beyond Better for the environment Good” with a bold ambition to put more into the environment 38% 31% 10% 21% and society than it takes out

Easier to store ustainability of packaging is an 25% 22% 20% 9% 24% S increasingly hot topic with Sir David Attenborough’s The Blue Prefer the look and feel 5% Planet TV series sharpening the focus on pressing environmental challenges such 25% 27% 11% 32% as plastic waste in our oceans. Three quarters of consumers now say Reusable the environmental impact of a prod- 21% 45% 8% 8% 18% uct’s packaging affects their purchasing decisions and 90 per cent want packaging to be easily recyclable, according to Stronger/more robust latest fi gures from the 2018 European 12% 27% 31% 8% 22% Consumer Packaging Perceptions Survey of 7,000 shoppers. Food and drink are the products Percentages may not equal 100 due to rounding Two Sides/Toluna 2018 people purchase most frequently and packaging options here range from metal cans and glass bottles to pouches, plas- Switching to reusable transport totes or bins,” she says. “These items tic bottles and more. Thanks to their packaging is an eco-friendly alterna- can be used for shipping or for stor- main ingredient – renewable paper tive to shipping with single-use card- age and transportation.” board made from wood – cartons are the board boxes. Reusability sometimes trumps natural choice when it comes to reduc- Last year, for instance, even reduction because, if we reduce ing environmental impact. TerraCycle worked with UPS to test packaging to the point where prod- Independent assessments of the life that will nourish a growing global popu- a customised, durable and reusa- ucts are being damaged, we score cycle of beverage cartons show they lation while contributing more to society ble tote for their groundbreaking an own goal, says Debbie Hitchen, have lower environmental impact than and the environment than we take out. Loop initiative, designed to reduce director and circular economy lead many other types of packaging for a “We set out to become a net-posi- single-use packaging of everyday at consultancy Anthesis. range of products, including long-life tive company three years ago and we’ve Consumers items, such as shampoo, deter- “Some stores have started trans- food, UHT milk and non-carbonated soft already achieved some signifi cant mile- gent, even ice cream. porting fruit and veg in stacka- drinks. In fact, the life-cycle carbon foot- stones on this journey in the way we increasingly want Shipping with reusables is already ble plastic crates that go straight print of a carton is between 28 per cent source our raw materials, make our practised by several European hos- onto the shelf. You might think and 70 per cent lower than the alterna- products and run our business.” to feel good about pitals and healthcare companies. old cardboard boxes were better tives, and cartons use 41 per cent to 68 SIG now offers its customers a menu of the food and drink It lowers costs over time, reduces because they are easier to recy- per cent fewer fossil-fuel resources. features that they can use to improve the waste and saves on recycling, so cle, but it turns out that the plas- But one leading systems and solutions credentials of its packaging in the eyes of they buy, and that multiple benefits are possible, says tic crates protect well and are provider for aseptic carton packaging is consumers. These range from the option Ester Van den Bossche, UPS tem- returned to be reused over and going further. SIG has set a bold ambition to put the FSC®1 (Forest Stewardship includes the way perature true packaging solutions over,” she points out. to go “Way Beyond Good”. Council® ) label on any SIG pack to using manager, Europe. The secondary success story is not “Sustainability has been increasing in polymers linked to 100 per cent for- it’s packaged “Large-volume shippers within a always obvious, but it is essential for leaps and bounds in recent years, but est-based materials. closed-loop or managed open-loop delivery on sustainability goals, in we want to take it further,” says Martin “More and more of our customers system might consider using reusa- every sense. Herrenbrück, the company’s president are taking up solutions like combibloc SIG is also helping to tackle concerns ble transport packaging such as pal- and general manager for Europe. “Our EcoPlus and SIGNATURE PACK,” says Mr about plastic straws with the world’s fi rst lets and crates, ambition is to work with our partners to Herrenbrück. SIG’s combibloc EcoPlus is market-ready alternative for use with create a net-positive food supply system 82 per cent renewable and requires 28 aseptic carton packs. “Our paper straw

per cent less CO2 to produce than con- solution is helping customers meet the ventional cartons in the same format. urgent demand from stakeholders to Its innovative design eliminates the cut out plastic straws amid growing con- aluminium layer by using an ultra-thin cerns about their impact on the envi- Garcon WinesGarcon 3/4 polyamide layer to protect the fl avour ronment and particularly on the world’s of the food or drinks that the packaging oceans,” says Mr Herrenbrück. of consumers say packaging contains. “Consumers increasingly want to feel environmental impacts affects SIGNATURE PACK 100 is the world’s good about the food and drink they buy, purchasing decisions fi rst aseptic carton linked to 100 per cent and that includes the way it’s packaged. renewable plant-based materials, via an We’re helping our customers meet this Cartons have up to innovative mass-balance approach that demand with more sustainable product supports the use of renewable feedstock innovations as part of our ambition to go % in mainstream polymer production. It ‘Way Beyond Good’ for the environment 70 has up to 66 per cent2 lower life-cycle and society.” lower carbon footprint carbon footprint than the company’s than alternatives standard packs. Meanwhile, combi- To fi nd out more please visit blocRS, the new standard structure for www.sig.biz SIGNATURE PACK from SIG’s cartons, has saved more than 4,850 SIG is linked to tonnes of polymer since it was intro- % duced in 2016. 1FSC® C020428 100 2 SIGNATURE PACK ISO LCA CB-100732 02 renewable plant-based materials from March 2018. Available at www.sig.biz 10 FUTURE OF PACKAGING

RECYCLING REFORM

Brands are rushing to adapt their supply chains, packaging processes and materials to shifting consumer sentiment. But what progress is being made, and whose responsibility is it to drive change?

SUPPORT NEEDED AT EACH STAGE OF THE RECYCLING JOURNEY WHO HAS THE MOST RESPONSIBILITY FOR MAKING SUSTAINABILITY IMPROVEMENTS A large portion of packaging can be lost at each stage of the recycling journey. The TO PRODUCTS/PACKAGING? following diagram shows that in order to achieve a recycling rate of just 60 per cent, Percentage of the public who chose the following as their top choice it requires high recycling standards by consumers, packaging collectors and sorters, and reprocessors combined. If standards slip at any point, a large proportion of % potential recyclable material may be lost 59 73% 100% actual delivered for all the packaging Amount of packaging recycling rate recycling that consumers that gets recycled buy

...If 90 per cent of people recycle their packaging

...and recycle 90 per cent correctly

...for 90 per cent of the time

...and collection and sorting losses are only 10 per cent

...and reprocessing losses are only 10 per cent 49 0 20% 40% 60% 80% 100% Britain Thinks/Suez 2018 17%

% % % % 12 91 83 56 % of consumers say they try to say they feel confident that say the environmental 9 recycle and dispose of items they recycle and dispose of credentials of a product in the correct way as much their household waste in the are important in their as they can correct way purchasing decision

Britain Thinks/Suez 2018 RACONTEUR.NET 11

SUPERMARKET PLASTIC WHO SHOULD BEAR THE COST? PACKAGING RECYCLING RATES IN THE UK Percentage who strongly agree or tend to agree

Share of widely reyclable plastic packaging

81% Morrisons % 79% Asda 83 Manufacturers and retailers should cover at least some of the cost WHO HAS THE MOST RESPONSIBILITY FOR associated with collecting MAKING SUSTAINABILITY IMPROVEMENTS 78% Marks and treating waste from TO PRODUCTS/PACKAGING? &Spencer the products they sell

Percentage of the public who chose the following as their top choice

77% Tesco

76% Aldi % 75% Waitrose 62

Only manufacturers should contribute Producers of the towards the costs product/packaging 75% Sainsbury's 49 % 4 Consumers (by choosing to only buy 74% Ocado Retailers who sustainable products sell the products or packaging)

73% Iceland % National government 55 Manufacturers and Local councils 71% Lidl retailers should cover collectively cover all of the costs

Britain Thinks/Suez 2018 Which? 2018 Britain Thinks/Suez 2018 12 FUTURE OF PACKAGING Commercial feature

INFLECTION POINT FOR GLASS GROWTH WORLDWIDE 2.6% 3% 2.4% 2.5%

2% 1.5% Emotive and 1.5% 1%

0.5%` 0.1% transformative: 0%

-0.5% Total packaging why brands -1% Glass -1.5% are rapidly -2% choosing glass INFLECTION POINT FOR GLASS GROWTH IN WESTERN EUROPE 3% Glass has been used for centuries as a high- 2.5% quality, robust packaging material, but it is 2% 1.2% becoming increasingly relevant in shaping how 1.5% brands make memorable moments and establish 1% an environmentally friendly image 1.1% 0.5%`

0% -0.4%

onsumers constantly demand “Then there are beer companies that -0.5% more from packaging. They develop a few global brands, which C -1% want products to be environ- they launch in new markets with a mentally friendly, and most are more more premium positioning, leveraging -1.5% likely to buy goods in packaging that glass to support the more sophisti- -2% represents them and their lifestyle. cated image,” says Mr Aujouannet. Glass gives brands endlessly recycla- Meanwhile, food manufactur- 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 ble and customisable packaging that ers seeking to switch a product into empowers them to stand out even in the glass containers might go for a simple most fi ercely competitive markets. It design, with the view that simply the also allows them to preserve the subtle switch from plastic to glass is already Coke campaign saw names added to benefi ts of using glass bottles with the taste and texture of their products. creating the premium feel. This was millions of bottle labels, resulting in a 5 promotional potential of easily and While glass, as with all packaging, had recently exemplifi ed by General Mills’ per cent annual sales increase. almost instantly customisable design. for some been viewed as a cost, the decision to house its Oui yoghurt “We see more companies wanting In addition, O-I’s in-house design material is now increasingly viewed as product in the United States in glass, premium products, which are also cus- Consumers are services team helps food and bever- a powerful brand asset. Euromonitor which is unusual in the market and tomised in line with promotions or key infl uencing brands age companies create innovative and data shows a steady increase in glass gives it a premium edge. events,” says Mr Aujouannet. “Thanks impactful new containers or bottles usage since 2016. High glass-share Food and drinks brands fi nd that con- to recent innovations, such as our cus- and governments, that make emotional connections segments, such as premium alcoholic sumers like the many shapes, colours, tomisation service O-I : EXPRESSIONS, and with glass being between products and consumers. beverages, are continually growing, embossings and designs on offer, and glass enables brands to be more respon- “There has been a major shift in and there is now increasing use of this is visible in their purchasing. These sive to what their customers want and to so recyclable and the last few years around the usage glass for packaging food and non-al- options make a memorable consump- deliver new products quickly.” reusable, it’s the of glass,” says Mr Aujouannet. “Glass coholic drinks. tion experience, with many people Consumers are also driving a shift is once again viewed as an asset This shift has occurred because glass even collecting and displaying bottles. towards sustainable packaging and obvious choice for rather than a cost, with all the evi- offers brands a powerful response to Customisation is now well understood glass clearly has a great deal to offer dence pointing to strong and growing consumer demand for greater per- to be a driver of consumer behaviour given it is typically made from an aver- better packaging demand among consumers for pre- sonalisation and “premiumisation”. and purchasing decisions, which is age of 50 per cent recycled glass, and mium, personalised and more envi- “Changing preferences and desires why brands are urgently seeking ways up to 90 per cent for green bottles. ronmentally friendly packaging. from consumers are forcing food and of tapping into the trend. A report by Glass bottles can be reused up to 30 “Considering the original quality of drinks brands to think creatively how Packaging Innovations and ThePackHub times. Some 78 per cent of European glass is as a premium product that they can generate deep engagement, recently found that 66 per cent of pack- consumers told a 2018 Friends of Glass bottles, led by drinks fi rm Diageo, had generates real emotion, we’re glad driving diversifi cation and a redefi ned aging professionals are implementing survey that their buying behaviour has collected 43 million one-litre bottles. to see brands extensively using it to role for packaging,” explains Arnaud personalisation into their offerings. changed as a direct result of environ- O-I partners with many such schemes catch consumers’ interest on a big Aujouannet, chief sales and market- Indeed, Coca-Cola’s recent Share a mental packaging desires. and has invested more than $6 million scale. They use glass to bring unique, ing offi cer at Owens Illinois (O-I), the “Even though the glass industry has in glass recycling facilities around the brand-based or tailor-made prod- world’s largest manufacturer of glass focused on sustainability for many world. The company has also commit- ucts to market quickly, with unprece- packaging products. years, the big change is that the work is ted to half its glass being post-con- dented fl exibility.” “Glass has a unique ability to bring really driven by consumer desire now,” sumer recycled content by 2025. real emotions to consumers by cap- says Mr Aujouannet. “Consumers are For O-I, part of the way forward is to turing a brand’s essence. With more infl uencing brands and governments, help brands understand more about To fi nd out more about using glass than 70 per cent of purchasing deci- %+ and with glass being so recyclable and their consumers and shoppers, and packaging as a premium, sustainable sions made in-store, packaging needs 70 reusable, it’s the obvious choice for to give them more of what they want, brand asset please visit o-i.com to tell a differentiated brand story at better packaging.” quickly and in ways that can be sus- one glance, and glass delivers on that.” Drinks and food companies are acting tainably successful. This has been High-end spirits makers often look of purchasing decisions are made in-store, so quickly to make the best use of sustain- the motivation behind the compa- to premiumise the experience with packaging needs to tell a differentiated brand story able glass. As of last year, the Glass is ny’s launch of O-I: EXPRESSIONS, ultra-pure glass and intricate design. at one glance, and glass delivers on that Good programme for collecting used which enables brands to combine the RACONTEUR.NET 13

BRANDS

When packaging Snackzilla reflects brand ethos Three food entrepreneurs share their packaging stories on their journey to becoming more Marieke Syed, sustainable and the challenges along the way Snackzilla

Rich McEachran When Marieke Syed conducted “Sustainability is one of the market research for her new pre- key drivers for us and we want mium health snack for children’s to demonstrate to our customers hen it comes to food, pack- be made from eco-friendly materials. sustainability practices. Some brand Snackzilla, the first thing that we are a purpose-led brand: W aging needs to be fit for According to a 2018 Nielsen 38 per cent said they would be the majority of parents asked her a better snack option for their purpose. It has to be robust report, Sustainable shoppers buy inclined to pay more for products about was the packaging. kids’ health and a better packag- so it doesn’t split or burst and spoil the change they wish to see in that use sustainable materials. “Education on, and public percep- ing option for the planet and their the contents. It needs to look good, the world, 49 per cent of global Realising there’s a growing appetite tion of, single-use plastics has moved kids’ future,” she says. attract consumers’ attention and, in respondents surveyed indicated among consumers for eco-friendly at such a pace over the last couple of Being committed to eco-friendly some cases, appear upmarket. It must they would be willing to open packaging, food businesses are years. Even kids are talking about packaging isn’t without its prob- have the correct allergen labelling so their wallet and pay more for prod- embracing sustainability to boost plastic pollution,” says Ms Syed. lems, especially in terms of shelf consumers can buy with confidence. ucts with high-quality standards, brand perception and enhance the Snackzilla has developed a range life and price point. Perhaps just as important, it should which they associate with good customer experience. of oat cookies that are high in fibre “I’m going against what many and contain 45 per cent less sugar of my competitors are doing and than most sweet biscuits; compari- what makes sense financially, so it sons were made with more than 100 does feel like I’m taking a massive

OGGS other biscuits. But while the prod- risk,” adds Ms Syed. ucts, which will be made in a nut- Final trials of the packaging are free factory, have been ready for over taking place and Snackzilla is a year, Ms Syed has been on a long currently in talks with national journey to get the wrapper right. retailers.

March edition of SuliBox, a sustaina- Helenor Rogers, ble subscription box. And while this TrooFoods has driven consumers to buy directly from Troo’s website in the weeks since, feedback received is helping to shape Last year saw the launch of the UK’s future customer experience. first cereal brand to be packaged in “A customer got in touch the other plastic-free pouches. Troo is a range weekend asking we consider replac- of granola that comes in paper bags ing the tape we use for packing orders developed by Sirane, the firm behind with paper tape. This is something the compostable food packaging we’d been looking at, but hadn’t innovation Earthpouch. implemented. The customer’s request “Going plastic free was a very delib- was enough to push us to make a move erate move aimed at visibly demon- on it straightaway,” says Ms Rogers. strating our brand values and liv- Being plastic free is a crucial differ- ing up to our brand name,” says entiator, she adds. From a consumer gut health company TrooFoods’ perspective, Troo is appealing to co-founder Helenor Rogers. “It's those who are actively doing some- been well received by consumers. For thing to reduce their carbon footprint. some, it’s a reason to purchase and for From the trade perspective, Troo is an others, it’s the icing on the cake.” example of consumers being happy environmentally friendly plastic While it isn’t immediately obvi- Troo’s biggest customer is currently to support brands that have made a Hannah Carter, packaging that is 100 per cent recy- ous to anyone browsing supermar- the doorstep milk service Milk & More; choice to be more sustainable. OGGS cled, recyclable and biodegradable, ket aisles that a product is packaged its plastic-free granola fits perfectly “It’s a definite win-win,” says Ms founder Hannah Carter explains. in eco-friendly materials, consumers with their milk in glass bottles and Rogers. “As a company aiming to “Eco-friendly packaging is becom- are increasingly buying products with yogurt in glass jars. Troo is also stocked leave a positive legacy, doing any- Hitting the shelves of Sainsbury’s ing a ticket to the game, rather than a message behind the brand. They’ll by Waitrose and was featured in the thing less just doesn’t feel right.” and Waitrose from June will be just being a game-changer,” she says. often take their time to research prod- OGGS’ (previously Alternative ucts at home before making a pur- Foods) egg-free cake range, with chase in-store. flavours including chocolate fudge, “A brand, today, goes beyond the salted caramel and lemon drizzle. physical product. Consumers are TrooFoods The company has also created the interested in all aspects of the man- world’s first liquid egg substitute, ufacturing process, and the ingre- which will launch in September, dients and materials used. This made from the cooking liquid from Eco-friendly includes how they’re sourced, the eth- chickpeas, aquafaba. ics in the supply chain and how it’s all As a socially conscious, plant- packaging is packaged,” says Ms Carter. based food manufacturer, one becoming a ticket “With this in mind, we attract of OGGS’ fundamental aims is and retain brand loyalty through to help bring about the change to the game, rather adding value to our customer required for a sustainable future. than just being a experience, not just in our Developing egg-free cakes is only a end-product, but at every stage of small part of this; another is using game-changer the supply chain.” 14 FUTURE OF PACKAGING

INCLUSIVE DESIGN beeboys/Shutterstock Is ignorance to blame for non-accessible packaging?

Scope estimates that a fifth of the 01 Sam Latif, company accessibil- “It was about empowering gamers A whole host Designing packaging that is easier UK population, 13.9 million people, ity leader at P&G, who is blind her- with limited mobility and creating of traditional to read, open and use for blind and are disabled, while the World Bank packaging designs self, adds that there is “ignorance an unboxing experience they can reports that one billion worldwide still fail to cater and a lack of awareness” in compa- navigate, so they can kick off into have a disability. for disabled people nies as often decision-makers do not gaming confidently,” he says. disabled people ultimately improves or those with But despite the number of people reduced dexterity experience the effects of disability The box, which was tested with everyone’s user experience requiring accessible packaging, most first-hand. disabled gamers, features many products rely on consumers having 02 Considerations such as sustainabil- mechanisms, including loops that Vision 20/20, by full sight and both hands. So why is ity receive more attention as they feel can be pulled with one hand causing design studio this demographic being ignored? like universal issues, says industrial it to pop open, hinges and a slide- Sarah Dawood Jones Knowles Sean Thomas, executive creative Ritchie and Revolt designer Solveiga Pakstaite. “Not out controller tray. It has no plastic director at design consultancy Jones Communications, is everyone is disabled, whereas people wrapping or twist ties holding the a set of packets that or a non-disabled person, Those who are fully sighted also Knowles Ritchie, thinks that market- feature large font feel sustainability is something they controller in. F opening a tightly wrapped take for granted the ability to distin- ing still caters for the masses, because and bold shapes can relate to, so there are more peo- “There are four different ways to cardboard box might guish between two identically shaped it is so money driven. “Depressingly, that are easy to spot ple shouting about it,” she says. But remove the product from its tray, require effort. For those with reduced bottles that feature different labels, people design for the majority on the shelf or in a those championing inclusive design including shaking it out,” says Mr dark cupboard dexterity, it’s more than a nuisance, while those who are visually impaired because they want to reach scale and believe it should be treated with the Marshall. “With accessible pack- it’s impossible. will struggle. sell as much as possible,” he says. 03 same importance. aging, you want to give the cus- The Microsoft Its ethos is that products, systems tomer options and design as many Xbox Adaptive Controller is aimed and environments should be designed routes as possible. Users should at disabled gamers to be used by as many people as possi- interact with the product on their with reduced fine ble, regardless of disability, age, gen- own terms.” motor skills and der or other demographic. The idea is, To protect the product, cardboard comes in easy-to- open packaging if you make things accessible for disa- air cells were fitted, which pop out with hinges so it bled people, you automatically make when the box is opened, avoiding Jones Knowles Ritchie Knowles Jones pops open things easier for everyone. the need for non-recyclable, plastic Some projects have sprung up that bubble wrap. include, rather than exclude, the dis- Projects like this show how inclu- abled community. Microsoft’s Xbox sive design and sustainability often Adaptive Controller, launched last go together. Another example is year, is a handset aimed at disabled Mimica Touch, a tactile expiry date gamers and those with reduced fine made of a biodegradable gel, which motor skills. The controller is cus- feels smooth to touch when food tomisable, so assistive aids can be is fresh and bumpy when it is bad. attached to let people play video The company has two purposes: to games without using the stand- enable visually impaired people to ard buttons. Its packaging was also know when food is out of date and designed to be intuitive and easy to limit food waste for everyone by pro- open, while providing a delightful viding more accurate predictions. unravelling experience, according to The gel is kept in a little pouch on 02 Kevin Marshall, creative director of packaging and is calibrated to go design at Microsoft. off at the same speed as different RACONTEUR.NET 15 Commercial feature foods, such as meat, milk or cheese. It reacts to temperature, so mimics 77% OF EUROPEAN CONSUMERS WOULD PAY MORE FOR A PRODUCT IF IT MEANS THAT food’s degradation, and is made THE PACKAGING HAS LESS IMPACT ON THE ENVIRONMENT from a waste product, making Depressingly, people I wouldn’t pay extra 0-5% 5-10% 10-20% Over 20% it sustainable. Company founder Ms Pakstaite, design for the EU7 23% 30% 28% 14% 5% who is currently taking Mimica Touch to market, says the tactile majority because marker would be used alongside they want to reach 2% existing use-by dates, which tend UK 36% 31% 22% 9% to “err on the side of caution”. The scale and sell as Waste Resource Action Programme much as possible France 27% 34% 22% 13% 4% (WRAP) predicts that 60 per cent of the UK’s food waste could Germany 21% 31% 31% 13% 4% be avoided. “If someone is visually impaired, many sight impaired people are not Italy 19% 31% 31% 13% 6% then printed dates are of no use,” she fully blind. Certain graphic design says. “My research found that they features can increase legibility, were less likely to buy fresh food, says Mr Thomas at Jones Knowles Spain 18% 24% 31% 21% 6% as processed foods do not carry the Ritchie, such as high-contrast col- same risks of food poisoning, so this ours, sans-serif typefaces in large Turkey 23% 31% 27% 13% 6% impacts their health.” font sizes, and shapes. Ms Pakstaite says that gathering This idea formed a food pack- Poland 17% 28% 30% 19% 6% diverse testers with a range of dis- aging concept, which the design abilities is key to inclusive design. studio has developed alongside “We call these ‘expert’ or ‘extreme’ Revolt Communications. Vision interviews,” she says. “You learn 20/20 is a set of packets, which much more from these people. If you are black and yellow, feature large make it easier for them, you’ve taken Helvetica font and use shapes, care of other people too.” such as circles and triangles, The blunt truth: P&G’s Ms Latif also follows the to indicate different foods. The principle of designing for everyone. shapes are easier to spot on the Last year, she relaunched Herbal shelf or in a dark cupboard, says Essences’ bottles featuring tactile Mr Thomas, and could be used as what consumers marks that help blind people dis- “giant QR codes”, so they would tinguish them by touch, stripes on be scanned into an app that would shampoo and circles on conditioner. read out information. A simple code like this is better than Ms Pakstaite believes packaging want brands to do using braille, she says, which can will become more inclusive as it take years to learn and is not used becomes more sustainable. “When by all blind people, while shapes are it’s not seen as disposable, it will A new survey reveals the strength of feeling over sustainability accessible to everyone. become more valued,” she says. The marks also help anyone who Microsoft’s Mr Marshall thinks wears glasses or contact lenses and there will be better use of visual n the wake of Swedish activ- And what do consumers consider the help buyers make informed choices. This has blurry vision in the shower. recognition software that uses I ist Greta Thunberg’s dramatic ideal material for packaging? The survey view is so strong that 71 per cent of con- “Until now, packaging has been artificial intelligence to narrate visit to the UK, mass pro- shows the preferred choice is carton- sumers want the government to impose dependant on vision,” she says. the world around us. While Ms Latif tests by schoolchildren and Sir David board or cardboard. In Germany, 87 per regulation effecting this. “We need to think about how to hopes to see simple changes made Attenborough’s new hard-hitting docu- cent of consumers would choose these Brands that take the lead can enjoy a bring in other senses to enhance to physical packaging that could mentary on climate change, in which he materials over plastic and 85 per cent in halo effect. “Moving from plastic to car- user experience.” make a big difference to many peo- talks of “a man-made disaster of a global the UK. tons can help reposition a brand towards To do this, brands need to build ple, including non-glossy pack- scale”, many brands are wondering how “Our survey shows the strength of con- the premium end of the market,” says Mr empathy internally and emulate ets, the ability to open things with to react. Should they switch to sustaina- sumer feeling,” says Tony Hitchin, gen- Clark. “Luxury goods, such as perfumes, experience, she says. At P&G, she very little force and using more ble materials? And if so, to what? eral manager of Pro Carton. “Consumers fine champagnes and whiskies, use car- asks staff to wear glasses that mimic images, which would help those New research by Pro Carton, the care deeply about the impact of packag- tons to communicate prestige; more sight loss then interact with prod- with learning disabilities. European Association of Carton and ing on the goods they buy and are pre- everyday brands will also benefit from ucts, to help them understand their “A small picture of a shower could Cartonboard Manufacturers, sets out pared to pay more for goods with sus- the positive image that cartons have. accessibility. Simple tests are also feature on a shampoo bottle,” she the facts on consumer attitudes to eco- tainable packaging.” We’ve seen brands that move to sustain- conducted, such as whether some- says. “We’re an emoji culture now and friendly packaging. It polled 7,000 citi- Jon Clark, general manager of BPIF able packaging materials improve con- thing can be opened with one hand we can use them to help people under- zens across seven countries to discover Cartons, agrees and says it should be a sumer perceptions.” or identified by touch with both stand how to interact with products.” the best course of action. wake-up call for brands. “We see con- Sir David Attenborough observed: eyes closed. While there are seldom exam- The headline is that consumers really sumers are making buying decisions “Every one of us has the power to Some designers are still focusing ples of inclusive packaging, these are demanding a change. More than based on packaging. Using plastic could make changes and to make them now.” on how to make packaging as vis- projects show there is potential in two thirds of consumers say environ- be costing you revenue,” he says. The Pro Carton survey shows consum- ually clear as possible, given that making everyday items accessi- mental issues are now “more impor- “For example, Easter eggs used to come ers will support brands that make the ble to different demographics. tant” than five years ago. And they are packed in a plastic shell. Now the plastic right choices. Whether used for baked bean translating this concern into buying has largely gone. In that example, being The environmental case for cardboard tins or high-end gaming decisions. Three-quarters factor in more environmentally friendly proba- and cartonboard has always existed. Now kits, the main point is the environmental qualities of pack- bly saved brands money and made the the commercial case is clear too. inclusivity should not aging when making a purchase. Half of product more appealing. Similarly, the be tagged on to the European consumers have switched fast food market has moved more into end of the design brands over packaging. cartonboard and we’re seeing drinks’ To find out more please visit process, but Environmental sentiment is so strong manufacturers replacing the plastic mul- www.procarton.com embedded that European consumers are willing ti-pack rings with cartons which add to www.bpifcartons.org.uk from the to pay more for sustainable packaging, the product’s presentation.” start. with nearly four out of five saying they Mr Hitchin adds that it is encourag- are prepared to pay a premium. How ing to see consumers understand the much more? These are some of the merits of cartonboard. “Our members’ strongest findings of all: 30 per cent products mainly come from European would pay up to 5 per cent more, an forests. These are highly sustainable, additional 28 per cent would pay up to since the annual growth of new wood 10 per cent more and 5 per cent are will- vastly exceeds the amount harvested. ing pay more than 20 per cent more if Cartonboard is recyclable and biode- the packaging is eco-friendly. gradable. It’s fantastic that European More than half of consumers support consumers are well informed and see the use of taxation to force brands and cartonboard as the best option,” he says. retailers to switch to eco-packaging, with More work can be done. The Pro Carton only 7 per cent objecting. Once radical survey shows 90 per cent of consumers

Microsoft 03 views are now mainstream. want more information on packaging to 16 FUTURE OF PACKAGING

COSMETICS Beauty brands pioneering sustainability In a bid to reduce Loop single-use plastics, there’s a growing trend for beauty brands to move 73% towards recyclable of brand senior decision- makers see sustainability as an and refillable opportunity for their brand packaging 51% Giselle La Pompe-Moore have created packaging with sustainable features in the ith extravagant packaging past 12 months W designed to draw in consumers, the beauty industry has long been reliant on the concept of conspicuous consump- 01 tion. But times have changed, and brands are now being pressured to create innovative packaging solu- companies can no longer shy away if there’s extra waste created at the tions that are both luxurious and from such statistics. taps,” says Rachelle Strauss, founder 52% good for the environment. In the age of call-out culture, of Zero Waste Week. As a result, there According to a report by Zero beauty brands that are not seen to The uptake of refillable beauty are brands creating alternative Waste Week, 120 billion units of be actively tackling the problem refill experiences for the consumer, had little to no knowledge of packaging are produced globally are at risk of damaging both their products requires a shift in such as By Kilian, the Estée Lauder legislations and packaging by the cosmetics industry each reputation and customer base. Companies-owned fragrance brand, regulations affecting the year. With engaged 25 to 34-year- Aesthetically pleasing packaging consumer behaviour which offers four-piece refill kits packaging industry old consumers pushing for beauty is now a must if you want to ensure including a dropper and funnel. to become a circular economy, user-generated content online, Set to launch later this year, cir- API Group 2018 but a major predicament cular shopping platform Loop, continues to lie in the bal- created by TerraCycle in coalition ance between sustainability and Surratt Beauty offer refills at 01 with consumer goods companies material or commit to being recy- and design. lower prices, with packaging that’s Love Beauty and including Unilever and Procter clable, reporting a willingness to L’Occitane Planet’s reusable “Brands are embracing designed to be a keepsake. This & Gamble, shows where refilla- pay more or switch brands for ones containers are the natural discolouration model is commonly seen with liq- sold through ble beauty products are headed. It that do. This is important to note that comes with using PCR uid products, such as shampoo circular shopping also exemplifies the importance of because brands stand to benefit [post-consumer recycled] mate- and shower gel, that have a higher platform Loop experience for the end-user. from making these commitments,”

rials, by either using it as a mar- repurchase rate. For example, nat- 02 “Loop addresses one of the major says Mr Clarke. keting tool to show off their sus- ural beauty brand L’Occitane’s L’Occitane’s refill reasons for disposability: conveni- As such, brands are challeng- tainable credentials or simply 500ml hair and body care refill pouches are a ence. Consumers can opt to receive ing disposability and moving to tenth of the weight incorporating the discoloura- pouches boast up to 90 per cent auto-replenishments based on their PCR plastics. One such company is of its standard tion into the design of the pack- less packaging weight. packaging rate of consumption, further improv- Aveda, with more than 85 per cent aging,” says Simon Chidgey, sales The uptake of refillable beauty ing the user experience,” explains of its skincare and hair styling PET and marketing director at RPC products, however, requires a shift Stephen Clarke, head of communica- (polyethylene terephthalate) bot- M&H Plastics. in consumer behaviour, which tions at TerraCycle Europe. tles and jars containing 100 per At the luxury end of the mar- brands are taking into consideration He says the beauty and personal cent PCR materials. ket, refillable products are bridg- before implementing these changes. care sector has an important role “To fully eliminate the use of vir- ing this gap for brands that place “In-store refillable stations for liq- to play in building momentum gin plastic, we are exploring using greater emphasis on experien- uid goods can often be quite messy, towards a more circular economy other materials, including bio- tial packaging. Make-up brands so many consumers won’t be pre- for plastics. “Consumers connect plastic made primarily from sug- 02 such as Hourglass Cosmetics pared to go that extra step, especially with products that use recycled arcane, which we currently use in RACONTEUR.NET 17

combination with PCR in some of Alongside reusable, refillable our packaging, seaweed and cow and recyclable packaging, efforts waste, which will very soon pro- are also being made to reduce the vide viable alternatives to virgin amount of excess waste in online petro-based plastics,” says Edmond and in-store beauty purchases. Irizarry, executive director of pack- “Beauty product packaging is aging development at Aveda. often composed of a variety of Championing recyclable materi- types of material. For example, als has become an integral part of mirrored glass, cardboard sleeves, brand DNA in almost every sector, paper inserts, expanded plastic not least cosmetics. Soaper Duper foam, and more, have been known uses recyclable plastic for their to be used in cosmetics packag- entire range of naturally derived ing,” says TerraCycle’s Mr Clarke. bath and body products, and has This makes it difficult to be ade- recently included the use of 100 per quately separated and recycled, so cent recyclable metal-free pumps. many brands are cutting down. While natural and organic make-up Sustainability stalwarts Lush brand Antonym use sustainable have had notable success with bamboo for its compacts and boxes their minimal-to-zero packaging printed on Forest Stewardship options and others are following Council-certified paper. suit. Dior have removed cellophane These materials are leading the and excessive product leaflets, charge for a more sustainable future, as well as printing with naturally as Georgia Barnes, business devel- sourced ink. Direct-to-consumer opment manager for beauty and brand Glossier recently pledged CIRCULAR wellbeing at the Soil Association, to introduce a limited packaging attests. “Innovation in the indus- option for online orders as a result try is working, and more and more of customer backlash. brands are making the switch to The future of sustainable pack- non-plastic options, such as bioplas- aging in beauty looks bright as it tics, sugar-cane derivatives, alu- becomes a larger conversation in the BY DESIGN minium and glass,” she says. industry, but brands must play their The keyword is innovation. Mr part in educating consumers along- Chidgey at RPC M&H Plastics side their packaging innovation. explains the importance of the new “Statistics show that while peo- packaging initiatives that enable ple recycle really well in the more materials to be used. “Take, kitchen, they don’t think to do that for instance, near-infrared black in the bathroom. The key thing to colourants, which allow sorting remember is that plastic beauty facilities to sort black coloured packaging is recyclable, it’s just plastic instead of them previously that most consumers aren’t aware passing by the sorting machines that they can,” Ms Strauss of Zero and ending up in a landfill,” he says. Waste Week concludes. Kjaer Weis Kjaer

Kjaer Weis

Minimal beauty brand Kjaer piece of jewellery which Weis has managed to find the you would cherish forever,” synergy between sustainability she says. and design with their sleek With a lower price for and refillable metal packaging. refills at around 30 per cent, Founder Kirsten Kjaer Weis consumers are incentivised VISIT OUR NEW WEBSITE TO FIND OUT MORE explains that her goal was to for their inclusion in the have a luxury product, both brand’s sustainability inside and out, that was still efforts. This also follows ecologically sound. through across the supply “That proved to be a difficult chain with their use of organic mix, so I joined forces with farmers to supply their [designer] Marc Atlan who certified natural or certified came up with the metal organic raw materials, packaging we currently reducing the company’s have today. The metal isn’t carbon footprint by only flying recyclable, so we made it in products for emergencies, refillable. My goal was to have and minimising and using something that was like a recycled packing materials. 18 FUTURE OF PACKAGING

Compostable water bottles INNOVATION Choose The genesis of the bottled water brand Choose could be read as evidence of consumers’ desire for non-plastic packaging. Successfully crowd- Five trends shaping funded in May 2018, Choose Water is the only fully compostable bottled water brand that is entirely sourced, produced and sold in the UK. The bot- packaging innovation tles, which are 100 per cent plastic free, take just a couple of months to degrade, compared with plastic that can take up to 450 years. Filled with the alloy cap that rusts down into From elegant designs for cannabidiol oil cosmetics to Scottish water from the Cairngorms metal oxides, are entirely biodegrad- mountain range and made from sus- able and designed to have minimal compostable materials and plastic-free deliveries, tainably sourced non-toxic natural environmental impact. According to innovation in packaging is almost as important materials, the bottles require no fos- a study by EcoFocus Trends, plant- sil fuels to produce. Even their outer based food and drink packaging is a as the products themselves materials, from the paper casing, concern for more than three quarters which is made of 100 per cent recy- of consumers and over three fifths cled materials and natural dyes, to want to learn more.

Sharon Thiruchelvam excess layers of cardboard packaging that now accompany most deliveries. Some 30 per cent of products are returned, which can lead to dou- Plastic-free ble the amount of packaging waste household deliveries from one purchase. Overall, the online retail sector uses $20-billion Launching in London, Paris, New worth of corrugated materials a year York and Toronto this year, Loop is and packaging is set to increase at an a plastic-free refill service for every- annual rate of 14.3 per cent through

Bloomberg via Getty Image day household products from com- 2022, dwarfing a 2.9 per cent growth panies such as Häagen Dazs, Crest, rate for the packaging industry as

Ariel, Pantene and Dove. Taking Returnity a whole. To date, companies have inspiration from traditional milk transferred responsibility to con- bottle deliveries, Loop delivers Low-impact packaging sumers to dispose of packaging, but essentials such as washing deter- Returnity helps brands close the gent, toothpaste and food stuffs in Returnity helps companies mini- loop. Its bags can be used for mul- reusable custom-made stainless mise waste packaging from ecom- tiple deliveries. With an impres- containers carrying their company’s merce through the use of reusable sive roster of backers, including branding. When a customer’s supply and returnable delivery envelopes. Starbucks and Walmart, Returnity runs low they can simply arrange Made from a durable, washable is set to sign more partnerships in delivery of a refreshed container fabric, Returnity bags replace the America this year. and collection of the empties, which are then cleaned and reused for the next delivery. The service addresses disposable culture at its source by Waste tailored dispensing with single-use plastic to local recycling packaging entirely, some 90 per cent of which has either been inciner- Global coffee chain Starbucks is tai- ated, sent to landfill or discarded in loring its procurement of takeaway the natural environment. cups to ensure they can be recycled Elegant CBD oil packaging by local facilities. A trial beginning

this year in New York, San Francisco, Muycheen/Shutterstock Sombat The cannabidiol or CBD oil trend is misnomers around the cannabis by- Seattle, Vancouver and London will spreading like a tidal wave through product and wrestle with whether to test a variety of recyclable and com- lifestyle and beauty markets. The include the cannabis leaf on pack- postable cups made from materials cannabis by-product, which is legal in aging or not. Luxury beauty brand and using technologies drawn from the UK if derived from EU-approved Cannabliss features a marijuana leaf, winners of Starbucks’ NextGen Cup industrial hemp strains containing albeit moonlighting as an elegant Challenge. An estimated 2.5 bil- no more than 2 per cent THC, the fan, while Vertly has camouflaged lion cups are discarded every year, psychotropic component that gets the iconic weed among other botani- of which only 99.75 per cent can be Starbucks’ immense supply chain people high, has attracted 300,000 cals. US skincare brand Kiehl's, on the recycled, owing to the expense asso- could have a significant impact. The users. The CBD oil global market is other hand, has taken an understated ciated with recycling plastic lined company has already committed to expected to exceed $2.1 billion by approach, giving its classic American paper cups and the lack of such facil- double the recycled content, recy- the end of the decade. Still, brands apothecary packaging a vibrant chlo- ities in most countries. With 30,000 clability and reusability of its cups have had to work hard to counter rophyllic makeover for its Sativa oil. Loop outlets worldwide, small tweaks to by 2022.

Your sustainable From fresh protein to produce, kp has a wide range of 100% recycled PET for sustainable rigid packaging needs covered and ﬂ exible packaging

www.kpﬁ lms.com RACONTEUR.NET 19

OPINION

‘It requires the whole supply chain to work together and focus on delivering solutions for the right reasons’

lastic pollution has been that banning plastic would lead to P in the spotlight since much higher carbon emissions, the Sir David Attenborough’s driver of climate change. And if shocking revelations in the final there’s one issue that is hotter and episode of his Blue Planet II series, more contentious than plastic, it’s aired in December 2017. It was climate change. impossible not to be moved by the Take the humble plastic shopping images showing the damage plas- bag. The UK has reportedly seen an tic is doing to nature. Around the 80 per cent reduction in single-use same time China, where the UK carrier bags since the introduc- sent an estimated 55 per cent of tion of the 5p charge. It’s a great fig- paper and more than 25 per cent of ure. But an environmental impact plastic waste, banned the import study by the Environment Agency, of "foreign garbage". published in 2015, concluded that a Humans produced an estimated cotton shopping bag would have to 320 million tonnes of plastic in be used 173 times before its carbon 2016, according to Surfers Against emissions were lower than using Sewage, and WWF says eight mil- new shopping bags. That level of lion tonnes of it is dumped into the reuse was described as ambitious by oceans each year. With the prospect the report. And it highlights just one of mountains of plastic gathering example where less plastic could in the UK and the emotive evidence mean higher carbon emissions. of the terrible impact on the natu- So this is not a simple problem ral world that plastic has been hav- with a simple solution. Deciding ing, it was unsurprising a strong which sustainability measure to movement to drive down the use of use in policymaking is extremely plastics developed. This prompted difficult. Plastic use is top of the prime minister Theresa May to agenda at the moment and is cur- announce a “war on plastic” in her rently a bigger consideration than 25-year environmental plan, pledg- carbon footprint. But there are other ing to abolish waste such as carrier measures and, if we only consider bags, food packaging and dispos- food products, we could just as eas- able plastic straws. ily focus on food waste, food miles Eighteen months on from the Blue and water usage, to name just three. Planet effect and we are in the mid- Focus too much on cutting any one dle of government consultations on of these measures and the others four key areas: extended producer could shoot up. responsibility, essentially focused It’s complicated. It’s challenging. on passing the cost of waste man- It requires the whole supply chain, agement of packaging to the produc- both for packaging and the product ers of it; deposit return schemes for inside, to work together and focus drinks containers; improving the on delivering solutions for the right consistency of recycling for house- reasons. Here’s hoping the current holds and businesses; and a plastic consultations will do just that. packaging tax. Change is afoot. But policymaking does not always follow logic and its tendency towards fashionable issues, headlines and seemingly swift, decisive action has been known to result in unin- tentionally negative consequences. Think back to the government’s incentives to move towards diesel as a way to reduce CO2 emissions, inad- vertently resulting in an increase in nitrogen oxide emissions. So, is change happening for the right reasons? Not according to some. Plastic, it turns out, is not evil. In fact, it has many positive social and environmental impacts on our lives. It extends the shelf life of food. It keeps transport costs down. David James Drake-Brockman Bucknall, head of materials chemis- Divisional director, packaging try at Heriot-Watt University, warns Easyfairs 20 FUTURE OF PACKAGING