Future of Packaging

INDEPENDENT PUBLICATION BY RACONTEUR.NET #0533 18 / 07 / 2018 FUTURE OF PACKAGING

WHAT NEXT AFTER TIME IS NOW FOR BACK TO THE FUTURE 03 BLUE PLANET? 06 CREATIVE DESIGN 22 FOR PAST WRAP RACONTEUR.NET 03

SUSTAINABILTY FUTURE OF Less is More PACKAGING This is our answer to the important question of how to ship the growing number of parcels sustainably. We do What next after this by using air in an innovative way. Air makes up more than 99% of our protective packaging; less than 1% is fully recyclable material. FP International is an expert in air cushions, which solve your packaging challenges by Distributed in increasing packaging speed and reducing packaging material, transport costs, storage space and return rates. Blue Planet? Published in association with As oceans drown in plastic and the developed world launches a clean-up campaign, the tide of pollution is still rising

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With the growth of online shopping, it is time for innovative JIM McCLELLAND carbon footprint of heavy, spatially-ineffi cient packaging.” ways to reduce packaging and minimize the impact on the cean plastic is not a new For Garçon Wines, the fl at, plastic environment. problem, however it took design actually addresses sustaina- David Attenborough and bility in the round, being 87 per cent Josh Spires/Unsplash Josh Blue Planet II to turn the lighter and spatially 40 per cent smaller Otide of public opinion. than its traditional glass equivalent. CONTRIBUTORS Prime-time endorsement of the At the other end of the scale, global core sustainability message was a brands and high street retailers are Less Energy DAVID BENADY MAGDA IBRAHIM global game-changer, says Oliver also reaching out for help, often to one Specialist writer on Award-winning consumer Staple, director at EY. “There has another, explains packaging tech- marketing and advertising, and business journalist, We only produce 100% reusable and recyclable packaging he contributes to national her articles appear in The been a clear shift in the level of con- nologist at Marks & Spencer, Sarah materials. Our products have the lowest carbon footprint in newspapers and business Times, The Independent sumer awareness of the need to Leveridge. “To create a successful publications. and Daily Mirror. the industry, which makes them effective to manufacture, reduce packaging waste, particularly circular economy, we need to collab- plastics, and there is now a really orate across industry and continue to transport and recycle. JOEL CLARK JIM McCLELLAND compelling case for change,” he says. innovate,” says Ms Leveridge. “No one Freelance writer and editor, Sustainable futurist, his Manifest in more than just pas- retailer, packaging manufacturer or he covers workplace issues, specialisms include built technology, regulation and environment, corporate sive expectation, this awakening recycler can do it alone.” risk management. social responsibility and is fuelling activist and campaign- This is especially true when it ecosystem services. ing customer agendas, says David sourcing ocean plastic for its recycla- create a push where everyone would comes to some of the most diffi cult Honcoop, managing director of ble bottles, but getting the numbers to embrace the change; costs would go challenges, such as recycling black Less Time NICK EASEN SHARON Clarity Environmental. “Consumers stack up is diffi cult, explains founder down, making it more viable to pro- plastic. She adds: “That’s why M&S Award-winning freelance THIRUCHELVAM have become increasingly hostile Oliver Dickinson. “We have chal- duce environmentally sustainable joined forces with Faerch Plast, journalist, he produces Writer specialising in culture towards wasteful, misleading and lenges of high consultancy fees, mis- packaging,” says Mr Marpaux. Sainsbury’s, Tesco and Viridor to Since our products are manufactured on site and on demand, for BBC World News, and and innovation, she contributes hard–to-use packaging, and the information and immature supply For some, the business case detect black plastic in household you will spend less time handling material and changing rolls. writes on business, science to The Independent, i-D, and technology. VICE and Forbes. packaging sector is under pressure chains that make recycling of plastic, depends on a whole basket of bene- waste and turn it into new black Integrating our inflators into your packing stations will cut to take action,” says Mr Honcoop. whether from oceans or trash, cost fi ts that eschew single-issue politics plastic. If the practice is picked up down on storage space and increase both productivity and ADAM FORREST HEIDI VELLA Retailers inevitably fi nd them- and carbon ineffi cient,” he says. and plastics-bashing. more widely, there is huge poten- packing speed. Award-winning freelance Freelance journalist selves at the sharp end of this pop- Concerned about Brexit, Mr In 2017, London-based startup tial to divert large volumes away journalist, he writes for The specialising in technology ular uprising, facing demand for Dickinson is already fi nding that Garçon Wines launched full-size fl at from landfi ll and stop signifi cant Guardian, VICE, Forbes and energy innovation, she strong signals and statement initia- alternatives to single-use virgin plas- wine bottles that can be delivered amounts of virgin plastic entering and BBC News Magazine. contributes to a wide range of publications. tives, such as packaging-free aisles. tic can be up to 400 per cent more through a letterbox. the market.” Loading the dice by playing with expensive. Most budding entrepre- With the packaging now manu- Looking to leverage collective the relative purchase cost might neurs in the market are in need of factured, at significant expense, infl uence over infrastructure provi- Less Weight seem an obvious way for stores to some assistance, he argues. “The from 100 per cent recycled PET sion, the group is now working with incentivise positive buying behav- companies most likely to innovate in (polyethylene terephthalate), chief charity WRAP (Waste and Resources Packing with air protects your products without adding excess iours. However, anyone expecting this fi eld are young, dynamic and not executive and co-founder Santiago Action Programme) to encourage a common price signal in favour of particularly well funded. Therefore, Navarro warns against demonising more councils to collect coloured weight to your package – it reduces both weight and the Publishing manager Head of production unpackaged goods will be disap- the government needs to step up and all plastic. “The right plastics used plastic at the kerbside, so making it carbon footprint of the journey to your customer. Elaine Zhao Justyna O'Connell pointed, according to consumer cam- support them, ideally through short- responsibly currently offer more widely recycled. paigner, author and blogger at The term smart initiatives which help eco-friendly packaging than glass A collaborative ethos also drives Production editor Digital content executive Benjamin Chiou Elise Ngobi Complaining Cow, Helen Dewdney. fund the cost gap,” he says. for drinks like wines and spirits,” the pioneering UK Plastics Pact, “It is hard to understand the lack While in agreement about the he says. which sees WRAP bring together Managing editor Design of consistency in loose and pack- fi nancials, Fabien Marpaux, gen- “Ensuring discarded products do businesses from across the entire Peter Archer Samuele Motta aging prices,” she says. “How is it eral manager at Eonic HK, favours not end up littering our environ- value chain, with government Grant Chapman one retailer can make loose apples a diff erent kind of market inter- ment, including our seas, is one very and NGOs. Less Material Kellie Jerrard cheaper, but another cannot? The vention. “Alternatives are not important environmental focus. It is inspiring the New Plastics Our air cushions are made from 99% air, are fully recyclable Head of design sector is sending shoppers very cheap. Regulation, for sure, would However, we must not ignore the Economy initiative of the Ellen Tim Whitlock and contain no harmful substances. Even the cores of our rolls mixed messages at the checkout.” MacArthur Foundation, too, with But when it comes to packaging, Packaging Digest 2017 leading philanthropists engaged. are recycled and 100% recyclable. They are also RoHS and it would be wrong to assume indus- 100% Sustainable decisions on the rise So, given the public outpour- REACH certified and comply with EN13427 and ISO14021. try, retail and brands have all the Percentage of packaging professionals who say ing, industry innovation, corpo- Although this publication is funded through advertising and answers, either. sustainability is a very or moderately important rate commitments and government The story of packaging is not a simple goals, as well as bans proposed on sponsorship, all editorial is without bias and sponsored features 80% factor when making packaging decisions are clearly labelled. For an upcoming schedule, partnership one. Mr Honcoop says: “This demand drinking straws and tax imposed on inquiries or feedback, please call +44 (0)20 3877 3800 or for change provides an opportunity. carrier bags, are we anywhere near email [email protected] It is, however, a complex issue and, as peak global plastic waste? Raconteur is a leading publisher of special-interest content and 60% businesses join the race to ‘green’ their “Unfortunately not,” concludes research. Its publications and articles cover a wide range of topics, packaging, it is important for consum- EY’s Mr Staple. “Although we expect including business, fi nance, sustainability, healthcare, lifestyle and technology. Raconteur special reports are published exclusively in ers and industry to understand that plastic waste levels to slow or reduce The Times and The Sunday Times as well as online at raconteur.net one size does not fi t all.” 40% in parts of the developed world, the The information contained in this publication has been obtained For startups and smaller busi- overall trend is upwards.” from sources the Proprietors believe to be correct. However, nesses looking to innovate and dis- Rising global populations, urbani- no legal liability can be accepted for any errors. No part of this rupt, marrying sustainability prin- 20% sation, a culture of convenience and publication may be reproduced without the prior consent of the ciples with commercial packaging cost-cutting will mean the market Publisher. © Raconteur Media realities is not always an easy match. remains in transition for some time Health drinks company WOW, for 0% yet – at least until a Blue Planet III @raconteur /raconteur.net @raconteur_london instance, has commenced a project 2010 2011 2012 2013 2014 2015 2017 engulfs our screens.

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Commercial feature RECYCLING INFRASTRUCTURE

Mile markers on the path to recyclable packaging COMMERCIALIS ATI ON Time for a revolution in waste reduction 2 3 4 Inaction is not Recycling tests Customer product an option as Don’t waste with third parties trials and order 6 months 5 months government and the

Food packaging Production to shelf packaging industry this opportunity FMCG CUSTOMER 2 months INTEREST strive to cut waste opportunity and introduce a for partnered R&D Questions are being asked about the way we Richard Baker/In Pictures via Getty Images Consumer purchase use plastic, what we use it for and how much and use circular economy 1-9 months 5 we need. In the case of plastic packaging, Durable Personal some question whether having no plastic goods and homecare packaging is actually better than any packaging at all. ADAM FORREST

But, as Mondi Group’s consumer packaging hen it comes to pack- CEO Georg Kasperkovitz says, this is the aging, everyone agrees From recycling CONSUMER on the need for change. Ideation, 1 7 to production RECYCLES Consumers, green cam- moment for all of us to embrace study, 2 weeks - Wpaigners, government bodies, super- piloting 2 months 12-24 months markets and retailers all want a shift in the way we make and recycle pack-

MONDI-DRIVEN R&D MONDI-DRIVEN aging materials, especially plastic. From recycling bin ach morning this summer brings with sustainable materials suppliers UK producers of packaging are to sorting facility us another dystopian image of and recyclers. 1-2 weeks well aware of public angst about a paradise beach strewn with Our paper and flexible plastic pack- plastic pollution. Many have Eplastic waste. The evening news aging solutions regularly win prizes and Energy signed up to the UK Plastics Pact, serves up another story of sea birds recognition at trade fairs, but com- recovery 6 a voluntary pledge to create “a cir- The most important intervention Potential effective policy actions with bellies full of plastic. mercial demand for some of our most cular system where we keep plas- may be something more complex Percentage of global consumers who think the following would be effective at reducing unnecessary use of unrecyclable I make flexible plastic packaging for innovative sustainable packaging was tic in the economy and out of nat- and subtle: reform of the Packaging plastic and packaging consumer goods for a living and I value limited before this year. The public’s CIRCULAR RETURN ural environment”. Targets to be Waste Recovery Note scheme. At the environment as much as anyone, focus on the impact of plastic waste in met by 2025 include recycling or the moment those responsible for Through continuous R&D, Mondi cuts packaging innovation time for customers by 12-24 months but I for one am glad this moment is the oceans is changing that. composting 70 per cent of plastic the UK’s packaging are obliged to Government investment to improve the range of recyclable items here. Why do I say that? The debate around plastic waste is packaging and achieving 30 per meet some of the costs involved Simple. Seeing is believing. Believing is driving the first-ever European strat- cent recycled content in all new in running the country’s recy- Taxing shops that use these products caring. And now, finally, everyone sees egy for plastics in a circular economy. A more prices will fall. Over time, we all ben- in ten years. At our paper mill in Swiecie, plastic packaging. cling system, but many environ- the problem. Or, actually, they think global plastics protocol to support the efit from economies of scale. Poland, we reduced waste to landfill to 1 The transformation required is mentalists believe they should be Taxing these products to increase their price they see the problem. Sometimes the creation of effective recycling markets You cannot solve a problem if you We need to minimise material per cent. We’re proud of these achieve- huge, big enough for the packaging paying a lot more. real problem is the one you don’t see; may soon follow. Now two thirds of the don’t see it for what it is. All packag- ments and we’re working towards our industry to accept government will “Producers in the UK are getting Government register of shops that use these products the thing that’s not there, such as effec- questions we get from FMCG companies ing, indeed manufacturing of any kind, and energy use, and close the goal of zero waste to landfill. It’s in play a crucial role in supporting away with paying very little for com- tive waste collection and recycling. – our customers – are about sustaina- has environmental costs. But, and it is gaps in the circular economy everyone’s interest, including ours. the transition. So what can polit- pliance at the moment, contribut- Public information campaigning The fact is proper packaging that’s ble packaging; they want to know about a very big but, having no packaging has The circular economy is all about ical leaders do to enable the big ing very little to the collection and fit for its purpose, and designed for production capacity and time to market. environmental and human costs too. zero waste. The challenge with circu- switch to more sustainable forms sorting system in comparison with Fining households that do not recycle enough reuse and recycling, is among our These are important developments. According to the United Nations, lar, though, is that everyone needs to of packaging? What lessons can be many countries in Europe,” says most important tools to minimise Still there seems to be a general view that world population is set to reach 8.6 bil- do their bit. Regulators and govern- learnt from regulatory action taken Dominic Hogg, chairman of the Don't know environmental footprint and mitigate sustainability will cost consumers or com- lion by 2030. Mega-cities are growing. But there are some jobs for which ments need to set ambitious targets around the world? research group Eunomia. climate change. And such packag- panies more. I don’t buy that. Sure, there To feed everyone we need reliable sup- flexible plastic is better suited: a prop- and support recycling. Consumers Some governments have drafted The producers, however, say the None of these ing solutions are here and ready for are extra costs in the beginning, when plies of food. erly stored cucumber wrapped in flex- need to demand sustainable packag- legislation to get rid of the most nation’s recycling infrastructure is the market. you’re testing renewables to replace fossil Food waste makes up about 8 per ible plastic lasts around fourteen days ing. Companies need to manufacture unnecessary materials. France has simply not good enough. If they are 0% 10% 20% 30% 50% 60% For years Mondi has been making fuels, adapting production, and develop- cent of human-generated greenhouse after purchase compared to three days recyclable packaging sustainably, using introduced a ban on plastic plates, going to be asked to pay more, they sustainable paper and flexible plastic ing collection and recycling systems where gas emissions, the United Nations Food for one that isn’t wrapped, a Harris poll renewables and recycled materials. cups and cutlery, with the new rules want the funds invested wisely. “We Ipsos Mori 2018 packaging solutions for forward-think- there were none. But the more we learn and Agriculture Organization esti- on consumer food waste revealed. Not Consumers need to recycle. coming into eff ect in 2020. India has want to make sure the money goes ing, fast-moving consumer goods and scale up, and the more demand there mates. Food packaging supports safe such a no-brainer. The good news is that companies such pledged to bring in a blanket ban on where it needs to go to improve col- It helps explain why getting rid schemes with regulation,” says these policies. Over the last 15 years, (FMCG) brands, and in collaboration is from consumers and companies, the transportation and extends the shelf What’s clear is that we need to min- as Mondi are already on this journey in all single-use plastic items by 2022. lection and create better sorting and of plastic waste by shipping it off to Libby Peake, senior policy adviser the UK’s glass and paper industries life of many foods, protecting ten times imise material and energy use, and partnership with customers, suppli- Taiwan has announced plans to do recycling facilities,” says Martin China has been an all-too-convenient at Green Alliance. have been forced to adjust to “com- the resources it uses. The packaging close the gaps in the circular economy. ers and recyclers. Our partnerships the same by 2030. Kersh, executive director of the option for many western nations. Another suggested policy is giv- mingled” waste as glass and paper must be fit for its purpose – neither We cannot continue to waste precious with the World Wide Fund for Nature In the UK, meanwhile, the Foodservice Packaging Association. According to a recent report from ing subsidies to reprocessors that were lumped in with plastic in a more nor less – and it must be reused resources such as plastic and wood (WWF), the Ellen MacArthur Foundation Department for Environment, The main problem, both environ- Green Alliance, two thirds of the create high-quality materials and bid to increase kerbside collection % and recycled. But 95 per cent of the fibre. It’s not good for the environment and CEFLEX, a collaborative initiative of Food and Rural Affairs is ponder- mentalists and packagers agree, is UK’s annual plastic waste has been manufacturers using it to create of plastic. The diﬃ culty in separat- 8 material value of plastic packaging or business. European companies representing the ing legislation to remove plas- the lack of high-quality, recyclable exported and only 9 per cent recycled new packaging with higher levels of ing out these materials forced up of human-generated greenhouse gas emissions are caused by food waste today is lost after a single use, accord- At Mondi we focus on reducing mate- entire value chain of flexible packaging, tic straws, cotton buds and other material in the system. Local author- domestically. recycled content. the price of high-quality glass and ing to the Ellen MacArthur Foundation. rial and energy consumption. In ten are an important key to turning circular single-use plastics from sale. ity collection systems vary wildly Earlier this year, however, China California acts as a guiding light paper for recycling. Single-use plastic shopping bags years we’ve reduced the weight of cor- thinking into action. Ministers are also considering a across the country. And the separa- imposed a ban on foreign plastic when it comes to fi ne-tuning the “The current focus is on solving made from fossil fuels are used for an rugated boxes by 9 per cent and paper The public’s attention is a gift. It deposit return scheme to reward tion of waste at materials recovery waste. So the UK and others in the recycling infrastructure. The US a plastics problem, but we need to average of 12 minutes and take 500 to bags by 13 per cent, compared with an doesn’t always come on time, but in this people for returning plastic bottles facilities is often not sophisticated West have little choice. We must get state assisted the recycling eff orts be careful not to build a one-size- 10x 1,000 years to decompose, according industry average of 4 per cent, while case I think it has – so long as we all take and other drinks containers. enough to give reprocessing com- better at recycling. of the plastic reprocessors and fi ts-all solution that does not take more resources protected by to the Center for Biological Diversity. increasing strength and functionality. this opportunity and play our part. Let’s panies the chance to deliver enough Green Alliance hopes govern- producers by funding a market account of the existing success of packaging compared to the That’s just a waste. So banning sin- Flexible plastic, which is the kind we not allow this moment to go to waste. pure, recyclable plastic pellets for ment will step in to jump-start development programme with the other materials,” says Dave Dalton, resources it uses gle-use plastic bags is a no-brainer. make, uses at least 70 per cent less new packaging. the market for recovered materi- unclaimed deposits from a bottle chief executive at British Glass. And there is an obvious alternative – material than rigid plastic. For more information please visit Forming plastic products entirely als, creating new jobs and boost- deposit scheme. Between 2007 and The status quo is no longer an paper. For example, a shopping bag We collect and reuse paper and plas- mondigroup.com out of recycled plastic pellets ing innovation. The group’s lat- 2014 the proportion of California’s option. Government will have to act made from Mondi’s speciality kraft tic trimmed from our production. Last remains diﬃ cult to do. The tech- est report recommends legislation plastic exported overseas fell from to cut waste. But if the right mecha- 70% less paper carries up to 25 kilos (food retail year we recycled or reused 76 per cent There is a role for government nology used to break down diff erent insisting all new packaging has a 90 per cent to 50 per cent. nisms can be found to usher in the cir- material and potential waste used bags must carry at least 12 kilos), is of our own waste and burnt another to underpin voluntary schemes kinds of polymers is still fairly crude minimum proportion of recycled Some UK producers have warned cular economy, the packaging indus- Georg Kasperkovitz in flexible plastics compared to made of credibly certified fibre and is 5 per cent to produce energy. We’ve and recycling any piece of plastic content. “There is a role for gov- against a narrow obsession with try appears ready and willing to join a CEO, Mondi Consumer Packaging rigid plastics guaranteed safe for contact with food. reduced waste to landfill by 43 per cent with regulation usually downgrades its quality. ernment to underpin voluntary plastic when considering any of revolution in waste reduction. 04 FUTURE OF PACKAGING RACONTEUR.NET 05

Commercial feature RECYCLING INFRASTRUCTURE

DESIGN Commercial feature

Snact

Snact Material changes in UK fruit jerky company Snact has Now is the time for impressive environmental credentials. It promotes healthy eating and sustainable packaging reduces supermarket waste by using surplus and store-spoiled fruit that creative design would otherwise end up in land- Going green in the beauty packaging sector is not easy but it can fi ll. Plastic wrapping, however, presented an environmental problem. be done, says Jeremy Garrard, director of design and advanced From materials to marketing, innovative packaging designs are Snact turned to the Israeli packaging company Tipa, which also sup- technologies at Quadpack helping to launch impactful new brands plies carrier bags to designers Stella McCartney and Gabriela Hearst, to produce an entirely biodegradable and transparency of regular plas- wrapper. Made from a multi-layer tics, but without the environmental routinely designs with sustainability fi lm of plant-based polymers, the risk. While Tipa products are more in mind, for example light-weighting Snact wrapper decomposes like an expensive than standard plastic, where possible, which reduces cost SHARON THIRUCHELVAM orange within six months. biodegradable wrapping has all the impact. In any case, new products Tipa’s biodegradable plastic potential to disrupt the packaging often bear a higher price, as con- shares the same durability, sealing industry as more consumers consumers make up their minds about an strength, printability, fl exibility sider the price a fair one to pay. acceptable price tag. A massive plus is the attitude of the industry. Brands want to improve – this can be seen in the rise of life-cycle assessments – and consumer habits are also changing. Millennials care deeply about the environment. Brands that take the lead on sustainability can Stella McCartney range and even a leap-frog cautious rivals. Manchester United kit. Importantly, the investment cli- For consumer-facing brands, pack- mate is backing sustainable practices. aging is one of the most visible waste Banks are embracing ESG (environ- products. As such, adidas uses only ment, social and governance) invest- recycled and recyclable materials. ment principles. The Norwegian With the declaration: “The produc- sovereign fund, worth a trillion dol- tion of one pair of Parley shoes pre- lars, and French investment bank vents approximately 11 plastic bottles Société Generale are prioritising from entering our oceans,” the adi- ESG-compliant funds. They regard adidas Parley das Parely campaign is specifi cally ticking a plastic straw in Plastic alternatives the risk-return matrix as superior, as framed around packaging waste. a mojito these days is about First of all, the obvious replacements responsible brands are less vulnerable Among consumer brands, adidas is The Parley range includes almost 100 as PC as ivory cuffl inks. for plastic are fl awed. There are alter- to scandals and consumer desertion. perhaps the most committed to upcy- products, but by 2024 the brand has S Single-use plastic is the natives sourced from organic material, The performance of ESG indexes sup- cling ocean plastics, much of which pledged to use recycled marine plastics new moral outrage. It has been such as sugar cane. While sourced from port this, outperforming rival bench- would have originated from plastic bot- in every product it sells. Not only will banned at Wetherspoons and Pret a sustainable material, this biopoly- marks such as emerging markets, tles, bags and other forms of packag- adidas’s global reach bring with it enor- A Manger, and now McDonald’s is mer is not biodegradable and leaves since 2012. ing. Since 2015, the company has part- mous benefi ts of scale, but its market testing paper alternatives. micro-plastics. Even using wood is not It is of course a misnomer that instance, Niacinamide 10% + Zinc nered with sustainable design studio standing has the potential to convince In the beauty packaging industry, a guarantee of sustainability if it is not Positive outlook “unbranded” goods are truly 1% (30ml) is called just that, rather Parley for the Oceans to upcycle marine other brands that neither style, perfor- however, single-use plastic remains sourced from certifi ed forests. What this adds up to is an industry The Ordinary unbranded. Every detail of The than blemish and congestion reduc- plastics into high-performance mate- mance nor sales need be compromised the norm. Clearly, there are com- The second problem is price. Brands with serious challenges, but a growing Ordinary’s visual identity from its ing serum. rials that make its swimwear, trainers, by switching to recycled materials. petitive advantages for brands that may want to embrace more environ- arsenal of solutions. Progress is slow Hit skincare brand The Ordinary dark laboratory pipettes and vials, Letting the ingredients speak for react to consumer demand, so why mentally friendly techniques across but, at Quadpack, our plan is to guide set one of the biggest beauty trends and its chic pharmaceutical labelling themselves dispenses with another is it so hard to take positive action? their supply chain, but are faced with the industry in the right direction. This in motion when it launched in late- has been carefully designed to strike layer of marketing spin and indeed As director of design and advanced cost implications. A switch to sustain- year, we implemented a comprehen- 2017, off ering low-cost, high-per- the right note of reassuring simplicity. the kind of obfuscation that besets technologies at beauty packag- able materials can often double the sive corporate social responsibility formance, no-frills skincare. The What does set its visual identity the beauty industry. Consumers, Assurpack ing manufacturer and provider cost of the packaging. For products in strategy. We have a sustainable pack- Ordinary revolution brought the apart is that every item is pack- male and female alike, are charged Quadpack Industries, I am immersed a competitive marketplace, it may not aging team dedicated to increasing generic drug model to cosmeceuti- aged exactly the same and product with educating themselves, with the The legalised or decriminalised in debate and one thing has become be viable to pass these extra costs on our range of environmentally friendly cals. Every item is sold as close as names are given according to active help of in-store staff , about ingredi- recreational marijuana market in abundantly clear. Going green in our to consumers. materials. Our wood factory is certi- possible to cost price, many for as ingredient and percentage strength, ents and which combinations would North America is barely six years sector is not quite as easy as might The third challenge is the level of fi ed by the FSC (Forest Stewardship little as £5. rather than intended eff ect. For benefi t their skin. old, but is already worth $9.2 bil- be thought, for a number of reasons. understanding of the options. Some of Council) and PEFC (Programme for the lion and over the next decade is the larger organisations have special- Endorsement of Forest Certifi cation). expected to increase fi vefold, sur- ists devoted to exploring sustainable We work with genuinely sustainable passing $47.3 billion. Packaging and solutions, but many do not. This lack of materials such as Sulapac and team up marketing have been essential to knowledge is making the transition to with researchers across the globe to brands, but they share a com- building brands in entirely new and sustainable materials so much harder. fi nd new alternatives. Thinx mitment to savvy design and mind-boggling categories, such as We take the initiative on design. Even straight-talking about menstru- edibles, topicals and concentrates. Material breakthroughs if you don’t ask, we will usually come American company Thinx, behind ation. Like Thinx, new UK-based Indeed, Canadian research found If all that sounds gloomy, now it is time up with design changes which can the innovative period-proof under- tampon brands Freda, Callaly and that brand visibility bolsters con- child-resistant, customisable, for the good news. There are solu- save weight and improve the footprint wear stocked in Selfridges, has Lola sell beautifully presented sumer confi dence in cannabis prod- US Consumer Product Safety tions. In terms of materials, new tech- of your product. As a global company, launched a tampon range that tampons made from organic cot- ucts, with two thirds of consum- Commission-certifi ed and bisphe- nology is providing the breakthroughs with offi ces in Europe, the United comes packaged in a smart red carton and donate a percentage of ers fi nding branded products more nol A-free formats, including we have been waiting for. Sulapac, for States and Asia, we have the ability to ton illustrated with a simple pop-art their profits to charities provid- reassuring than plain packaged. pouches, cartons, spray bottles, example, with whom we partner, pro- harness innovation no matter where it drawing of a tampon. A clear outer ing women in developing coun- At the same time, brands have had boxes and blister cards, for some of duces a material made from wood chip happens. Together with our industry sheath slides over the box which, tries with sanitaryware. to comply with medicinal-level regu- the industry’s largest players, such and natural binders. It is water and oil colleagues, we can make a huge impact emblazoned with a labia, leaves no The popularity of these brands lations. In Colorado and California, as Organa Brands. resistant, and is also truly biodegrad- in this complex but critical mission. room for coyness about what tam- among millennial women repre- products must be child safe and tam- Jim Burack, director of Colorado’s able. It is potentially a game-changer, pons are for. In case there was any sents a backlash against the clin- per evident propelling packaging Marijuana Enforcement Division, offering all of the benefi ts of plastic To fi nd out more please visit doubt, a tagline reads: “For real ical and euphemistic marketing of companies to think creatively about notes: “There has been an evolution without the plastic waste problem. Quadpack.com menstruating humans.” the major tampon brands which eye-catching and safe new designs. and sophistication of diff erent con- Jeremy Garrard As scale kicks in, the cost of materi- Thinx may be the most upfront has dominated the market for Assurpack has rode the wave tainers and packaging as the indus- Director of design and advanced als will fall, helping to break down the of the new challenger tampon so long. by developing an array of try has evolved.” technologies cost barriers. Also, our creative team 06 FUTURE OF PACKAGING RACONTEUR.NET 07

DESIGN Commercial feature

Snact

CONVENIENCE Commercial feature

rier materials to ink and the adhesive that binds everything together, has to meet the most stringent assessment criteria.”

Jack Taylor/Getty Images Taylor/Getty Jack But consumers want more than just credible green credentials. They want packs and wrappers that suit changing lifestyles. Brands now have to wres- tle with the obvious need to keep products safe and fresh, while also acknowledging increasing consumer demands for convenience, portability and portion control. Mr Smith says: “Consumers want convenience foods that can be reclosed and saved for future use. They want products that are easy to open and easy to share.” Creating a reclosable film lid for a pot of on-the-go cherry tomatoes has taken Nick Smith the product into a new market, provid- Managing director, Parkside ing consumers with a healthy snacking Seaweed on option in a convenient format. Inventing a pack that makes crisps easy to share “We can produce fully functioning enhances the consumer experience, prototypes on site that replicate the driving brand loyalty and sales. look and feel of the final product, com- rising tide of Meanwhile, designing a sealed zip plete with client’s logo and graphics,” pack for humid climates enables brands says Mr Smith. “A prototype can be pro- to expand into new global markets. All duced in the course of a day, with clients are challenges of packaging innovation. on site helping to guide the process.” sustainability 01 All have been overcome by Parkside. The company has won 33 innova- Great ideas come from great insight. tion awards since 2015. It has launched Parkside finds out how consumers 45 innovative packaging solutions in Seaweed sachets could be a posi- increased the discount for reusable 01 warmed up to be much more posi- interact with packaging by filming ordi- that time. Consumers have Rising demand for Packaging that makes tive development for consumers, as cups from 25p to 50p, driving a ten- convenience food tive about environmental activity nary people at home opening it, using But this is not innovation for the sake become more attuned concern mounts over excessive use I can’t remember a fold increase in reusable cup use. has put pressure and that is driving consumer-led the product and attempting to store of it. Packaging has to tap into changing of plastics in the convenience sector. Pret now serves more than 85,000 on the takeaway change, which is the best possible unused food. Researchers also trawl consumer tastes, engaging the senses sector to reduce to sustainability, While some might historically have time when there has drinks in a reusable cup each week, form of change. Most companies are social media for advocacy or com- of touch, hearing and smell as well as excessive use a real difference been willing to shelve environmen- been such a marked up from 8,000 six months ago, and of plastics moving very quickly to capitalise on plaints. Together, these exercises gain sight. Products are given the look, feel prompting tal awareness when they dialled for estimates it will save four million this opportunity,” says Mr Gibbons. valuable understanding of the real and sound congruent to a brand’s val- a pizza or curry, increased publicity change on a particular disposable cups this year. 02 Progress will be limited by the experience of consumers, and the ues. Packaging becomes an integral restaurants and shops Online food on the impact of single-use plastics Momentum for such changes complexity of the underlying issues, Consumers and brands are continually demanding more from waste and storage challenges that poor part of a complete brand experience, issue in such a short delivery service to launch initiatives is changing behaviour. appears to be on the rise, but it is Just Eat is trialling however. Skipping Rocks Lab might packaging, from sustainability to enhanced ease of use packaging design can create. engaging consumers and driving sales. Online food delivery service Just period of time not solely the result of media cov- seaweed sachets, have made a small breakthrough Armed with this insight, Parkside com- Parkside provides packaging for to reduce single-use Eat, which is facilitating the trial of erage. Engagement in sustainabil- developed by with seaweed pouches, but its next bines technology and inspiration in its internationally recognised brands Skipping Rocks the seaweed sachets, has launched ity tends to move in line with the Lab, which are challenge would be to fi nd an alter- Innovation Centre, a connected high- and blue-chip corporations as well as plastics in packaging a number of initiatives this year economy, rising in the good times, biodegradable native to the plastic takeaway box. hen the BBC’s Blue Planet Nick Smith, managing director of the packet in their organic waste bin, and tech suite where experts in everything ambitious food startups. The company to reduce excessive use of plastics planning, but there is a lot we can says Giles Gibbons, chief executive within six weeks Just Eat currently facilitates II aired at the end of last Parkside, says: “Innovation in packag- nature takes its course in under 26 weeks. from materials to graphic design gather recognises that changing consumer in the UK takeaway sector. After it do to subtly inform and inﬂ uence of Good Business and director at the more than 100 million orders a year it caused an outcry ing matters. It might not be obvious Parkside produces sustainable pack- to create and fine-tune ideas. Designs behaviour and rapid advances in tech- introduced new functionality on our staff and customers,” says Kirsty Sustainable Restaurant Association. year for its restaurant partners in W that still reverberates to consumers, but packaging plays an aging for a range of goods, from coffee always have manufacture in mind. nology make packaging an increas- its app, for example, more than 20 Saddler, brand and sustainability As the world emerges from the the UK, which it estimates have today. With footage of oceans awash environmental role – it protects goods to snacks, helping a growing number ingly vital part of brand differentia- JOEL CLARK per cent of customers opted out of director at LEON. downturn brought on by the fi nan- the potential to include up to half with waste, the public demanded from damage and extends the shelf life of brands reinforce environmentally tion. A mindset of innovation means it receiving plastic cutlery and straws Off ering customers a fi nancial cial crisis, brands and consumers a billion plastic boxes. Despite action. Packaging was placed squarely of many products. But by innovating we responsible credentials. When Austral- is already ahead of the curve. egular customers of The Fat that could otherwise have been dis- incentive to reuse coff ee cups has are ready to engage again, he says. research showing many of these in the firing line. can make packaging more sustainable, ian coffee company SIPP wanted pack- Pizza in Southend may have carded. It has also removed all sin- proven to be a successful initia- “I can’t remember a time when boxes are reused domestically, the Seven years ago, Parkside took a which clearly matters to ecosystems, aging to reflect the sustainable nature Parkside is one of the only noticed something diff er- gle-use plastic boxes from its part- tive and LEON is not the only out- there has been such a marked company remains committed to decision to lead on the development of consumers and brands alike.” of its product and process, Parkside companies in the world with For more information please visit ent about their ketchup ner shops to drive change. let to have done this. Sandwich change on a particular issue in such finding an alternative. sustainable packaging solutions. Now Parkside offers a portfolio of sustaina- provided the solution. parksideflex.com Rand dipping sauces in recent weeks. “There is growing awareness and shop chain Pret A Manger this year a short period of time. Society has “Even if the plastic box is reused it is one of the only companies in the ble packaging solutions. It produces the “None of this comes easy,” says Mr a fully tested compostable Rather than using standard plastic concern among consumers, particu- six times, it still eventually goes world with a fully tested compostable only packaging in Europe and Australia Smith. “It takes years of development to packaging solution that breaks sachets and pots, the restaurant is larly with recent television cover- to landfi ll. Any alternative has to packaging solution that breaks down to accredited for home composting. Con- create sustainable packaging, given that trialling the use of a curious looking age such as Blue Planet. People now be just as eff ective in keeping food nothing in seawater. sumers eat the product and dispose of every part of that wrapper, from the bar- down to nothing in seawater

transparent pouch, made entirely think about sustainability at more Eat Just properly sealed, but through our from seaweed and biodegradable frequent touch-points in their lives, investment in research and devel- within six weeks. whether through the charge on car- opment, we hope we will fi nd a more It seems a small step, but if success- rier bags or reusing coff ee cups, and environmentally friendly solution,” Seabrook: a sharing success Innovation performance Why packaging makes the difference ful the use of seaweed pouches could our research suggests many would says Mr Clark. pave the way to more widespread also be willing to pay a little extra In any drive to introduce more Parkside client Seabrook ripped pack, food waste and adoption and greater innovation in for a more sustainable option,” says sustainable options for consum- is a national snack brand a storage issue. the takeaway sector. Skipping Rocks Robin Clark, business partnerships ers, restaurants and shops must renowned for its crinkle cut Its solution was the Peel 33 83% 75% Lab, the startup that developed the director at Just Eat. consider the end-to-end impact. crisps. Research showed the and Share pack; an easy-to- innovation awards of marketing communication of our emotions are pouch, has an ambitious mission With rising pressure from con- Consumers should be properly edu- company that larger packs, open design which enables won since 2015 appeals to only one sense influenced by smell to make packaging disappear alto- sumers, addressing sustainabil- cated, for example, about how plas- designed to be opened and instant access for sharers and, gether. It is currently trialling the ity is fast becoming a necessity for tic alternatives should be disposed shared, were a strong driver crucially, is fully reclosable. product in multiple formats ahead of large outlets. UK restaurant chain of. While the seaweed pouches will of sales in the category. How Seabrook was impressed its commercial launch later this year. LEON, for example, has sought biodegrade naturally, some materi- could Seabrook make its by Parkside’s in-house New “Replacing sauce sachets is very to inﬂ uence consumer behaviour als require the addition of heat and sharing packs of lattice crisps Product Development facility 41 96% new customers have exciting because small-form plas- through a series of subtle changes. enzymes to biodegrade, which can more appealing to consumers? and confident that Peel and 65% of consumers are more likely launched innovations tics are the ones that are least likely Bags are now only dispensed on only be found at dedicated plants. Research by Parkside Share would provide a strong of people experience mood change to purchase a product with Parkside since 2015 to be recycled and if they contain demand, while paper straws that “A big concern is that retailers uncovered valuable insight. point of difference. when exposed to positive sound after picking it up in store an aluminium layer they cannot be have replaced plastics will be kept will switch to new forms of pack- Consumers loved to share, So it proved. Retailers recycled at all. Seaweed is the per- in dispensers to further reduce use. aging without telling their cus- but ripping open traditional liked the design and so did fect alternative because it is bio- “These changes require both per- tomers what to do with it, with the crisp packets could be fiddly consumers. To date, Peel and Parkside supply chain degradable, abundant and a cheap sistence and consistency, with a end result that it doesn’t go into the and messy. If they didn’t Share has increased sales of 45 Supplying twenty one countries across six raw material, so it has the potential balance of moral and commercial correct facility and so there is no finish the contents in one Seabrook Lattice sharing packs new innovation product continents with operating facilities in the to compete with plastic,” says Lise decision-making. Sustainable pack- benefi t,” says Martin Kersh, exec- sitting, they were left with a by 7 per cent. launches since 2015 UK and Malaysia Honsinger, chief operating off er at aging options tend to cost more, 02 utive director of the Foodservice Skipping Rocks Lab. which requires long-term business Packaging Association. 08 FUTURE OF PACKAGING RACONTEUR.NET 09

CONVENIENCE Commercial feature

rier materials to ink and the adhesive that binds everything together, has to meet the most stringent assessment criteria.”

PLASTICS Pact is central to forming a circular economy

Plastics are in danger of being demonised, but how can these versatile materials be made environmentally friendly in the packaging industry?

JIM McCLELLAND

he first step towards fixing something is often to admit it is actually broken. Well, the plastics system is broken. TThe problem is big, so the fix must be even bigger. It has to be strategic and ambitious but, most of all, systemic. It must move society away from the “take, make, dispose” mindset that has long-informed linear consumption patterns and business models, towards a win-win scenario that simultaneously keeps plastics in the economy, but out of the environment. Led by the Ellen MacArthur Foundation, the New Plastics Economy is a three-year initiative to packaging by 2025, or earlier, UK Plastics Pact targets for 2025 build momentum towards a plastics now numbers 14. They are Amcor, system that works: the fix. Colgate-Palmolive, Ecover, evian, It is applying principles of circu- Innocent, L’Oréal, Mars, Marks & lar economy and brings together key Spencer, Nestlé, PepsiCo, The Coca- stakeholders to rethink and rede- Cola Company, Unilever, Walmart sign the future of plastics, starting and Werner & Mertz. 100% with packaging. But why packaging? To realise its vision, the New of plastic packaging should Plastics Economy initiative has be reusable, recyclable or launched the concept of Plastics compostable Pacts. The pacts bring together national and local authorities, businesses involved in designing, pro- The thing that is ducing, using and recycling plas- really bold and tics, as well as NGOs, innovators and citizens. ambitious about the The UK Plastics Pact is the first 70% pact is it’s what you of this planned global network of of plastic packaging should agreements, led by WRAP (Waste be effectively recycled or call systemic change and Resources Action Programme) composted and launched in April 2018. A second pact is being developed in Chile, with local B Corp TriCiclos. The UK Plastics Pact sets out four “The reason for choosing pack- big targets for 2025: making 100 per aging was quite straightforward,” cent of plastic packaging reusable, says Sander Defruyt, New Plastics recyclable or compostable; getting 30% Economy lead at the Foundation. “It 70 per cent effectively recycled or average recycled is the biggest application of plastics, composted; incorporating 30 per content across all with about one third to 40 per cent cent average recycled content across plastic packaging produced going into packaging. all plastic packaging; and eliminat- “Especially because of the short ing all problematic or unnecessary lifespan of most packaging, if you single-use plastic. also look at the volumes at end of “The thing that is really bold and use, it represents almost 60 per cent ambitious about the pact is it’s of that material stream, too. what you call systemic change”, “On top of that, it is very visible and explains Peter Skelton, WRAP lead recognisable. Almost every person on on the UK Plastics Pact. “It is look- the planet, every single day, comes ing at the whole system moving Action should be taken to into contact with plastic packaging.” from linear to circular. The nature eliminate problematic or The list of leading brands, retail- of the targets is such that it needs unnecessary single-use packaging ers and packaging companies work- businesses from across the value items through redesign, ing towards using 100 per cent reus- chain, governments and citizens to innovation or alternative able, recyclable or compostable help meet them.” (reuse) delivery models RACONTEUR.NET 11

Pact is central to forming a circular economy

costs them and it costs household- ers in sorting and reprocessing. The closure of China as an end-market means we need investment in our own capacity,” says Mr Skelton. “What is really encouraging is that because of the focus on plas-

Thomas Lambert on Unsplash tics, demand for recycled content is higher than it has ever been. So we need the infrastructure, the sorting, the contracts with local authorities in place to meet that 30 per cent target.” Plastics represent not only a risk, but also an opportunity. Reports suggest the global plastic packaging market could be worth as much as $400 billion by 2023. This is an industry with an appetite for growth and investment. It is also a sector ripe for innovation and disruption. When the Ellen MacArthur Foundation launched a $2-million New Plastics Economy Innovation Prize, together with the Prince of Wales’s International Sustainability Unit, in 2017, the broad base of more than 670 entries was testa- ment to the dynamism of the market. Included on the new busi- ANY CONTAINER ness models being pitched was Cupclub, pioneering reusable pack- MIGHT CONTAIN YOUR SPIRIT, aging for coﬀ ee and one of the 11 eventual winners. BUT ONLY ONE Reuse business models are under- explored and there could be much CAPTURES IT. The goals are interdependent plastics, beyond the existing car- more attention paid to how we and demanding, adds Mr Defruyt. rier bag charge. deliver products to consumers, “While each of these targets is While pots of money are clearly argues Mr Defruyt. “This is not a Every spirit evokes its own, It reaches into consumers’ important in itself, they are also welcome, for Mr Skelton there are recycling story alone. While it is well … spirit. It might be deepest emotional needs mutually reinforcing; it is almost also longer-term strategic alter- part of the solution, we won’t simply peaceful indulgence after a with values which perfectly impossible to achieve any one of natives available to government recycle our way out of this problem, busy day. The life of the party. encapsulate the mood of these targets without achieving the of more intrinsic value. He says: neither will we compost our way A toast to family and friends. Or the moment – purity, quality, others,” he says. “What is probably more critical is out,” he says. “We need to acknowl- a thousand other things. premiumness, health and, of “In addition, they are all really the reform of the PRN [Packaging edge there is a role to play for elim- course, sustainability. ambitious. The ﬁ rst is 100 per cent Recovery Note] system, because that inating problematic and unnec- Whatever the Add in a design versatility

and you can’t get more ambitious is not currently aligned to drive the essary items. There is a role forSource essence of your which enables brands to than that. The 70 per cent means behaviour we need to meet the tar- rethinking business models, inno- project their story directly into roughly doubling today’s recycling vating and redesigning.” brand, nothing gets. There is no fi scal incentive to the consumers’ living space rates and the 30 per cent recycled use recycled content.” The rethinking debate must projects it quite and you will understand why content probably represents about a Mr Skelton is relatively upbeat, remain nuanced and avoid blan- like beautiful glass consumers consistently say fourfold increase.” though, about prospects for ket plastic bashing or demonising, they prefer glass. The UK Plastics Pact now boasts PRN rule changes, given that concludes Mr Skelton. “There is packaging from O-I. some 87 members, including all Environment Secretary Michael defi nitely packaging that is unnec- “ Discover how you too can major supermarkets, plus global Gove has been making positive essary and problematical, but The well-known sustainability capture the spirit of your brand food and beverage brands, restau- noises about recommendations sub- lumping all plastic into one cate- of glass is more relevant than in O-I glass. rant chains, packaging, waste and mitted by WRAP, working with the gory is misleading and unhelpful. ever. But glass offers far more. recycling companies, from Aldi Industry Council for Packaging & We have a mantra: ‘There is no bad and Birds Eye, to Pizza Hut, Quorn, the Environment and the Advisory material, just inappropriate appli- Valpak and Veolia. Committee on Packaging. cation’,” he says. The government is, of course, part “Having that systemic year-on- Of course, challenges remain, of the system too and plays a crit- year funding coming from the PRN including finding solutions for ical role in setting the regulatory reform is the thing that will be the such things as multilayer packag- framework, especially perhaps con- game-changer. Local authorities ing or recycled food-grade poly- sidering pact commitments are vol- can be incentivised and encour- propylene. But there are excit- untary. As well as providing a neces- aged to collect plastics because it ing developments too, such as the sary legislative push, it can also put groundbreaking demonstration in place a catalysing commercial facility for integrating mechanical pull, by way of fi scal incentives. and chemical recycling at Project Funding packages to date Beacon in Scotland. include £20 million for single-use The Ellen MacArthur Foundation plastic waste innovation, £25 We need to has also just announced they are million for research into marine working towards a global coalition impacts, £20 million towards acknowledge there of leading businesses and govern- developing nations and £16 mil- is a role to play ments that will signifi cantly raise lion for national and city-level the ambition level of commitments, waste management, plus intro- for eliminating bolster credibility and drive trans- duction of a bottle deposit scheme parency deeper. problematic and www.o-i.com and consultation into using the The plastics system might still01 be tax system to tackle single-use unnecessary items broken, but the fi x is on. www.glass-catalog.com #glassislife 12 FUTURE OF PACKAGING RACONTEUR.NET 13

Attitudes towards the environment, and how packaging affects it, vary wildly from country to country. This 72% 40% 32% infographic explores the views of of plastic is landﬁ lled leaks out of the packaging is not collection system different nations when it comes to recovered at all (not collected at all or illegally dumped/ waste, recycling and what’s needed to mismanaged) reduce packaging’s impact on the planet THINKS ABOUT WASTE Ellen MacArthur Foundation 2018

Who’s responsible for reducing waste? 0.34 Percentage of global consumers who believe the following should take Most waste responsibility for reducing the amount of unnecessary packaging sold 2.58 2.33 1.79 1.71 1.3 1.24 1.24 Municipal solid 2.23 2.11 2 1.92 1.03 1.02 0.93 waste generation daily per capita (kg) 20% 10% Companies Companies that produce that sell packaging goods packaging 37% goods All of Non-recylables these equally 75% 80% 80% 77% 89% 80% 84% 60% 61% 90% 85% 84% 82% 79% 87% Percentage of people who are concerned with the use of non-recyclables/ disposables 16% 8% Government Consumers 7% Re-use No opinion/don’t know disposables 57% 58% 63% 43% 66% 49% 66% 29% 36% 48% 70% 50% 54% 44% 50% Percentage who would 1% 1% re-use disposable items to Nobody has responsibility Other reduce the use

of non-recyclables Ipsos Mori 2018

Stop buying 20% 20% Important factors of environmentally non-recyclables friendly packaging % 25% 35% 35% 36% 35% 33% 39% 28% 52% 26% 29% 34% 43 Survey of global consumers Extremely important Very important Percentage who would stop buying goods that have non-recyclable packaging Easy to separate different materials for disposal 22% 49%

Recyclable 27% 47% % % % % 16% 23 Pay extra for 13 10% 13 12% 12% 9% 12 6% 11% 9% 9% 5% Reﬁ llable/reusable 22% 47% non-recyclables 28% Made from renewable sources Percentage who would pay 21% 47% more for goods without Reducing unnecessary non-recyclable packaging 26% 46% packaging

Made from recycled materials 19% 46%

Climate change Compostable/biodegradable 26% 45% 33% 50% 44% 49% 52% 59% 47% 38% 39% 62% 72% 65% 58% 51% 53% Percentage who believe Lightweight/lower- climate change is weight packaging 17% 45% mainly/entirely caused by human activity Reduced carbon footprint 25% 41%

Made from unbleached paper United Canada Australia Germany South France UK Japan Saudi Mexico South Brazil China Russia India 15% 38% States Africa Arabia Korea

World Bank 2018/ Ipsos 2018 Packaging Insights: Innovation Scenarios in Sustainable Packaging Materials, GlobalData 2018 12 FUTURE OF PACKAGING RACONTEUR.NET 13

of non-recyclables Ipsos Mori 2018

Made from recycled materials 19% 46%

Made from unbleached paper United Canada Australia Germany South France UK Japan Saudi Mexico South Brazil China Russia India 15% 38% States Africa Arabia Korea

World Bank 2018/ Ipsos 2018 Packaging Insights: Innovation Scenarios in Sustainable Packaging Materials, GlobalData 2018 14 FUTURE OF PACKAGING RACONTEUR.NET 15

Commercial feature CHINA

The next step is to recycle more in each market and create a localised, Carton makers answer call for sustainability strong, end-economy for collected material. Some in the industry think that taxes on virgin material, par- Sander Wehkamp on Unsplash on Wehkamp Sander ticularly plastics, could encourage Demand is high for environmentally friendly packaging. more recycled packaging. Carton producers are stepping up to the challenge of delivering “The key here is the political will power to prohibit the placing on the materials and containers required the market of non-recyclable materials,” explains Ross Bartley, trade and environment director at the

ndividuals and businesses increas- Over the last two decades the scale ingly demand that the packaging of carbon emissions at these mills enclosing their products is not eco- has reduced by around 40 per cent. Ilogically damaging, as awareness In addition, the industry is the largest You could argue rises around the effect of packaging producer and user of biomass energy, on the environment. Meanwhile, gov- and more new trees are planted than that the Chinese ernments are pushing the packaging are used, ensuring the expansion of industry to reduce its environmental European forests. strategy, which was impact dramatically Pro Carton is looking to expand the introduced to improve Against this backdrop, carton- three Rs of recycling – reduce, reuse board is gaining ever-greater favour and recycle – into the five Rs of respon- the environment, because it is inherently well placed as sibility, adding renew and replace. This has actually had the a sustainable alternative to plastic and means choosing packaging materials other materials. The market for carton that are truly renewable and encourag- opposite eﬀ ect packaging continues to expand, growing brand owners and retailers, in par- ing by around 2.5 per cent per annum ticular, to act responsibly and choose in recent years, a figure expected to accelerate as negative media coverage Bureau of International Recycling intensifies on the use of environmen- based in Belgium. “Consumer tally harmful packaging. awareness is also important, but “Cartons are the most sustainable of Cartonboard looks will enough consumers boycott packaging materials,” says Tony Hitchin, goods themselves or the packaging general manager at Pro Carton, a set to play an they come in?” European industry body representing evermore central role Thinking outside the Reform of the producer respon- the mills that make cartonboard mate- sibility system for packaging is rial. “They are renewable, they come in the packaging another focus, with more obliga- from trees in sustainably managed for- industry’s improvement tions on producers in the oﬃ ng. ests and from recycled material, and single-use plastic box Currently, the UK raises the low- around 83 per cent of paper and card- and governments’ est level of contribution from pro- board packaging is sent for recycling.” ducers among all European Union Cartonboard is also biodegradable. drive towards cutting countries, at less than €20 a tonne Mr Hitchin describes this as a “per- Winners of the of material, compared with more fect example of the circular economy”, environmental impact European Carton “You could argue that the Chinese “Poland is reporting that than €150 in France and Spain, and Excellence A Chinese ban has sent shockwaves as recycled cartons can be made into Award 2017 strategy, which was introduced poor-quality plastics are being dis- €200 in Austria, according to the new cartons. through the recycling industry which must to improve the environment, has carded and set on fi re. Thailand is European Commission. Aside from the benefits of carton actually had the opposite eff ect,” clamping down on imports where “Any new scheme must ensure that packaging itself, big strides are also sustainable materials to replace ones and less of the material itself, while Awareness of packaging waste and its plastic packaging on all its own-brand now rethink its strategy says Simon Ellin, chief executive low-value plastics have been aban- producers take greater responsibil- being taken in manufacturing pro- that are not as environmentally friendly. retaining its impact and strength,” says potential environmental impact contin- products in the space of only five years. of The Recycling Association. “The doned at ports. Indonesia is con- ity for the life cycle of the waste they cesses. “Whole cartonboard mills “There are plenty of opportunities Mr van Schaik. “They do this in collabo- ues to grow at the consumer level, as As Mr van Schaik says, the importance World Trade Organization (WTO) cerned it may be inadvertently create. This burden is currently pre- have been set up to run on an eco- where cartons and cartonboard could ration with their clients, always thinking well as among retailers, brand owners, of getting packaging right should not be should look closely at this; also the importing sub-standard materials dominantly placed on council tax logical and sustainable basis. More replace other materials; companies about how best to protect, preserve manufacturers, industry bodies, NGOs underestimated. “Packaging is prevent- same quality criteria for imports and has introduced 100 per cent payers,” the LGA says. than 90 per cent of European mills just need to look and challenge the and present the product.” and governments. What the future holds ing food waste and protecting products. says MP Mary Creagh, chair of the are not applied domestically in inspections,” says Mr Ellin. Mr Ellin at The Recycling have combined heat and power plants status quo,” says Mr Hitchin. Carton Research efforts need to continue to for the packaging process and products It’s part of daily life, in the supermarket, NICK EASEN Environmental Audit Committee. China, which contravenes WTO The strong message from recent Association says: “If you don’t design that provide their own energy,” says makers have a strong background in shift the packaging industry towards at large remains to be seen, but car- in your kitchen and your bathroom cab- “The public do not want to see our trade rules.” events is the need to improve the for maximum recyclability, you Mr Hitchin. packaged foods and pharmaceuticals, the position of having much-improved tonboard looks set to play an evermore inet. It’s everywhere, and has a big, pos- t is strange to think that an waste sent overseas, and I want recy- However, after January’s ban, the quality of material that’s generated should pay more and we should make and the fast food industry is becoming environmental and sustainability cre- central role in the packaging industry’s itive impact on the economy and on life edict rubber stamped in Beijing cling and reprocessing at home, cre- fear that vast amounts of packaging throughout the whole supply chain. it fi nancially benefi cial for those who a particularly important growth area. dentials. An important part of that improvement and governments’ drive in general,” he says. could directly affect the bot- ating new British green jobs.” would go to landfi ll have yet to mate- It helps that a recent hike in oil invest in the circular economy.” More companies are keen to package process will be conversations between towards cutting environmental impact. Mr Hitchin concludes: “The industry tom line of local authorities However, that’s not exactly what’s rialise, although there are reports prices has buoyed the price of high- Time’s running out, by 2030 an their fast foods in cartonboard, as Hans producers and consumers, with new Demand among retailers and brand has tremendous credentials. European Ifrom Birmingham to Brisbane. happening. Unsurprisingly, the of low-grade plastics, such as black er-quality plastics such as PET (pol- estimated 111 million tonnes of plas- van Schaik, managing director of the applications for cartonboard con- owners for sustainable packaging mate- forests are increasing in size by the But that’s exactly what happened multi-million-tonne a year issue plastic trays, being incinerated for yethylene terephthalate) bottles and tic globally could have nowhere to 96% European Carton Makers Association stantly being explored. rials is now very strong. Pro Carton’s own equivalent of 1,500 football pitches every when China slammed the door on has found willing markets else- energy recovery. polyethylene fi lm. go, according to research from the of brand owners and retailers (ECMA), explains: “A lot of fast food research in 2017 found 96 per cent viewed day, cartons are recycled in huge quan- all global imports of low-grade where including India, Vietnam, “On a macro level, it’s about shift- University of Georgia. believe sustainable packaging packaging is now cartonboard, with new packaging sustainability as an important tities, they are compostable and biode- plastic, card and paper packaging Thailand, Indonesia, Malaysia, ing incentives and making second- Chinese recyclers are also now is important biodegradable lining barriers increasing issue for their businesses, with a focus on gradable, and don’t leave scars on the waste earlier this year. Turkey and even Poland, many of ary raw materials more competitive expressing interest in setting up their range of potential applications.” the use of recyclable, renewable and min- environment. Our message is quite suc- The bottom has well and truly which are less regulated. against virgin alternatives,” says facilities in Europe and the United This is a clear case of usefully imal lightweight materials that are biode- cinct: your planet needs you to choose fallen out of the market; in the UK “Exports to Taiwan, which is not Jakob Rindegren, recycling pol- States, partly to pelletise and replacing less sustainable material. gradable or compostable, and having a sustainable packaging, choose cartons.” paper prices were at £90 a tonne, included in the China ban, grew 45% icy adviser at the Environmental export the material for recycling “Packaging materials are chosen based low environmental footprint. now some are deemed worthless. by a staggering 1,200 per cent. of the world’s plastic waste Services Association. “We need to in packaging. on their particular protective charac- “Each company’s view of sustainabil- To discover the high quality and One council could lose £3 million There’s clear evidence that these has been exported to China get better at linking waste manage- “One of the big changes we’re % teristics, functionality, aesthetics and ity may be different, but having a lower sustainability offered by carton pack- a year from recyclable material, countries are struggling to cope since 1992 ment policy more closely with prod- likely to see is full cost recovery for 78 cost, but unfortunately some cause impact on the environment overall aging please visit www.procarton.com according to the Local Government with the sudden influx. We are uct, as well as climate change policy, producers to cover the price of meet- rank cartonboard as ‘most long-term harm to the environment,” is clearly very high on their agenda,” and www.ecma.org Association (LGA), another will have generating more waste than our United Nations Comtrade Database and consider the end of life of prod- ing packaging recycling targets,” sustainable form of packaging’ adds Mr Hitchin. “We should only use notes Mr Hitchin. “There needs to be to pay an extra £500,000 to sort recycling system can cope with,” ucts already at the design stage.” says Mr Rindegren. “This is part of them when there’s not a viable sustain- co-operation between brand owners, paper and reduce contamination. explains Fiona Nicholls, plastics This kind of joined-up think- the circular economy package which able option.” retailers, carton manufacturers and Similar issues resonate whether campaigner at Greenpeace. ing is at a nascent stage. A regula- was recently adopted by the EU and Cartonboard also offers a huge carton mills to provide a continually you’re in Australia, Canada or the The unintended consequences of tory crackdown on single-use plas- is likely to feature in the consulta- range of potential shapes and struc- more sustainable solution.” United States. the ban led to stories of more vir- 111m tics across Europe will help, so will tion on the producer responsibil- tures, finishes and effects, textures Major decisions on packaging sus- “China’s manipulation of the gin material being used by Chinese metric tonnes of plastic waste will design for recyclability; for instance, ity system, which is linked to the 97% and varnishes. The industry continually tainability are already being taken by market is a wake-up call to the mills and plastics producers. Not have to be redirected by 2030 so paper products avoid bonding to UK government’s resources and say that recyclability is the researches how to improve its designs. large goods buyers such as supermar- recycling industry that has been exactly the plan. This means less because of the Chinese ban plastics, as with some food pack- waste strategy expected later this most important factor in “All manufacturers are looking at how Tony Hitchin ket chain Iceland. Earlier this year, the relying on the country as a desti- recyclable material, more felled for- aging, as well as a reduction in the year.” It is time consumers revalued sustainability to use less packaging in their designs, General manager, Pro Carton company vowed to eliminate the use of nation for low-quality materials,” ests and more fossil fuels. University of Georgia range of plastic polymer colours. these materials. 14 FUTURE OF PACKAGING RACONTEUR.NET 15

Commercial feature CHINA

OPINION COLUMN CULTURE Commercial feature

magazine giveaway in a more developed region. “It’s about understanding a cus- We have to tomer might be looking for two to understand it through ‘It’s only by working three doses from what another customer would think of as a single other people’s eyes, The Asahi Shimbun via Getty Images dose,” adds Mr Bunce. rather than carrying together that we can “So how can we make that sachet reclosable so it can be used again assumptions from tackle the issue of and not waste product? We have to understand it through other peo- our own cultural ple’s eyes, rather than carrying expectations plastic waste head-on’ assumptions from our own cultural expectations.” Saswata Das, founder of India- based Almond Brand Strategy & more satisfying for a customer,” Design, agrees. “India is a val- adds Professor Chandon. ue-conscious market where a large Beauty is another area where cul- part of the rural audience gets ture plays a huge part in packaging. cross brands, retail- There are organisations and daily wages and can only afford to While in the America and Europe, ers and manufacturers, schemes out there, such as the buy smaller chunks of products,” the notion of effi cacy is often por- the people who design on-pack recycling label, doing he says. “No wonder India is where trayed in a clinical way, the oppo- and specify materials great work in this area. But there is the sachet revolution started and is site can be true in Asia, with Korean Recycling plastic myths Aand formats for packs, are grappling a way to go; a recent survey showed still a big hit.” brands such as Oh K!, Tony Moly and with demands from their customers that most people are still unable to Mr Das adds that colour coding is La Biotte using fun, characterful to use less plastic. Some businesses, identify correctly what can or can- another key design strategy as, with packaging, with the knock-on eff ect Plastics are superb materials in many ways, genuinely solving such as the retailer Iceland, have said not be recycled. the exception of the urban popula- of being enormously shareable on they will remove plastics altogether So educating the consumer tion: “India as a country sees more social media. environmental and social problems. Society is now turning from their packaging and others are is a crucial focus. This has to come and reads less.” “These brands are not just aimed targeting major reductions. from more than one direction, with Luxury fruit gifts are But it’s not only by looking to at younger consumers, they refl ect a solution into a problem, says Klöckner Pentaplast’s (kp) Politicians, too, are paying close brands and retailers helping to commonplace in Japan, where a emerging markets that smaller sizes what is seen as beautiful in Korea, perfectly packaged box of rare global sustainability director attention to the issue. The problem get the message across. And are challenging assumptions about Japan, China and Taiwan, which Lubna Edwards strawberries can retail for up to with politics is that it thrives on the task here would be made much 5,000 yen (£34) packaging. Inspired by the laundry is about revealing the youthful soundbites that score points and easier, in the UK at least, with a detergent and dishwasher market, and child-like part of you,” says can miss the nuances or complex- standardised collection system San Francisco-based Pacifi c Shaving Labbrand’s Ms Koh. ities of a question. across the country. Company developed its new sin- Meanwhile, technology developed lastic packaging is an essential packaging in a recycling bin, it is col- recycling increased by 79 per cent, In this case, while we know that The exciting part is how chal- gle-use shaving cream pods, which at the Korean Packaging Centre part of the food supply chain, lected, sorted and recycled. We then energy recovery increased by 61 per the ocean plastics issue must be lenges, such as the ocean plastics Using layers to convey a sense are water soluble and zero waste. is disrupting traditional informa- helping to protect food, extend buy the processed material back into our cent and landfill decreased by 43 per solved, we must not forget why issue, bring out the best in innova- of journey is equally important in Meanwhile, cultural expectations tion-sharing on packaging, creating Pshelf life and deliver significant business and reuse it, closing the recy- cent. But more needs to be done. we use plastics in the first place; tion. We are already seeing a range Watermelons, Japan, where gifting is culturally around food and drink portion-siz- opportunities for inclusive design, a reductions in waste. So, what are the cling loop. We invest a lot in innovation, Plastic waste is not the same as lit- it is light to transport and offers of new inventions across the board, highly meaningful. ing are being confronted amid a concept which helps enable as many misconceptions surrounding it? designing for sustainability and recycla- tering; plastic waste is a valuable raw combinations of ways to protect from papers with plastic-like bar- “Packaging causes us to stop and drive for greater responsibility con- consumers of all abilities as reason- Plastics are demonised for many of bility; it’s a priority for us. material to us. Littering is a serious the product inside and keep it rier properties and effective recy- think about our own assumptions cerning health, while continuing to ably possible to use products with- the wrong reasons. But it is not the cultural problem. If consumers under- fresh – so-called barrier proper- cling for black plastic trays, to plas- strawberries when it has some unexpected utili- target business growth. out diffi culty. material that is the issue; plastic is stood the value of it, they would not ties – that other materials can’t tics that can compost and so on. tarian function,” says Professor Lam. “Packaging can be a good solution The Korean Packaging Centre’s resource efficient, flexible, hygienic, throw it away. They wouldn’t throw always match. The best and most innovative In Japan, rectangular watermel- for those categories under pressure four-year project spearheaded the durable and lightweight, with protec- away a plastic £10 note. Plastics play a key role in keeping solutions, though, come when ons originally grown to fi t in a com- because of new guidelines around idea of talking packaging, which tive barrier properties. Other materi- Recyclable More than 80 per cent of marine much of the food we eat fresh from people across the supply chain and Smarties pact refrigerator have become a obesity,” says Pierre Chandon, pro- gives information messages through als don’t match those sustainable and litter comes from developing coun- farm to fork; their role in the sup- collaborate, listen to each other luxury item where the fruit itself fessor of marketing at INSEAD a smart phone. That smart design functional properties. packaging should be tries, because there is a lack of infra- ply chain that feeds the population and work towards a common goal. becomes a package, while certain business school and director of is now being used on medicines The fundamental challenge is the structure in place for waste disposal. is crucial and undeniable. This ensures government makes prize fruits such as rare strawberries the INSEAD-Sorbonne University packaging created by Cambridge careless disposal of plastic, resulting the answer, not seen England has the seventh highest So there is a danger here that a informed decisions on our behalf, Global cultural diff erences can infl uence, and grapes are expertly wrapped in Behavioural Lab. “Customers Consultants, which uses touch-sen- in land and marine litter, rather than recycling rate in the EU at 45 per cent. knee-jerk political reaction to the that industry develops the best gift-like layers to prevent damage. choose based on what is available sitive paper to trigger audio mes- the material itself. Many plastics can as the problem Wales has the second highest at 57 per plastics issue could lead to neg- solutions and consumers have the or even dictate, design changes in packaging, Meanwhile, in the beer market, and it is all relative, which creates sages to help patients overcome any be easily recycled. The key question is cent and the third highest in the world. ative unintended consequences. tools to make the right decisions. refl ecting local consumer demands packaging is being used to create opportunities around perceived size fears of starting a new treatment. whether there is the recycling infra- It has invested heavily in standardised Multiple solutions are needed for It’s only by working together that new consumption moments. and value.” Among all the cultural considera- structure and appetite to dispose of and incentivised recycling systems. different parts of the market. And we can tackle the issue of plastic “In Mexico, an alcoholic drink In Canada, Nestlé has introduced tions, the overriding theme of sus- litter and recycle responsibly. Food waste in Europe totals 88 mil- Last year, kp used more than I know, because I see it every day, waste head-on and give future gen- is not normally part of a work- a smaller 45g Smarties pack, divided tainability and waste is yet to be kp designs and manufactures plastic lion tonnes, with associated costs 140,000 tonnes of post-consumer that people across the packaging erations a better outlook. ing lunch,” explains Mr Huynen. into three 15g sections, rather than fully tackled, says Mr Bunce at Tin food packaging, among other pack- estimated at €143 billion. Taking rPET, the equivalent weight of 85,000 supply chain are working night their packaging and brand”, says “Transnational brewing company the old 50g pack. Horse. “We have paid for a one-way aging and industrial products, which meat as an example, using plastic cars or 1,500 blue whales. and day to solve the issues ocean MAGDA IBRAHIM Constantijn Huynen, managing AB InBev introduced a 25cl beer, “Nestlé understood portion con- trip in terms of packaging and some- include flexible films, rigid films and vacuum skin packaging can increase We need more material so we can plastics raise. director at Cartils branding and which is more acceptable, and mas- trol is a win-win area, while research how we need to start paying for the rigid trays, many of which are made the shelf life from two to three days, generate more recyclable protective We must not forget the impact ver considered buying a lux- packaging design agency. sively aff ects packaging. Innovation shows smaller portions are actually return journey,” he warns. with up to 100 per cent recycled con- if wrapped in paper, to sixteen days packaging to meet the growing needs that consumers have on reduc- uriously wrapped strawberry With packaging no longer just is often driven by the search for new tent and are recyclable themselves. and more, reducing food waste by a of society. But there are so many ing plastic waste. Littering is a as a gift? Or at the oppo- about point of sale, the advent of let- sales opportunities.” In the UK, kp principally uses post-con- staggering 75 per cent. The environ- interdependencies and moving parts behavioural change that should site end of the spectrum, a terbox packaging for items includ- Similarly, Swedish brand Pangpang sumer recycled polyester (rPET). When mental, social and economic impacts to the recycling chain. We have more come from individuals, while Elaser-labelled avocado designed to ing coff ee, shaving products, fl ow- collaborated with creative agency a consumer disposes of their PET of food waste far exceed the same than 300 councils in England, each Source councils can develop waste col- banish packaging? ers and even fl at wine bottles brings Snask on a new “shower beer”, in an for plastic packaging, which is spe- collecting different waste materials lection systems which are easy As packaging design evolves, added consumer convenience as 18cl bottle designed to be drunk in cifically designed to protect products and products for recycling. The gov-

to understand. and goals around sustainability, well as business insight through the shower without getting warm. PackagingJones Inc. using minimum resources. ernment needs to create consistency, How do we get used packaging health and convenience need to subscriptions. While brands are cultivating Food on the go is a growing trend, pre- and we need adequate mechanisms back from the consumer and into meet diverse cultural expectations, For Melyssa Koh, Asia manag- new ways of consumption through dicted to increase by 30 per cent within and provisions for consumers to recy- recycling plants, and then back there’s an explosion of innovation ing director for agency Labbrand, packaging use, it’s important to the next five years, particularly in large cle at home or on the go. into the supply chain? Packaging, worldwide, from Asia to the United the rise of ecommerce in the region consider challenges based on dis- cities. But are there enough recycling kp can then continue to design plas- after all, doesn’t litter itself or States and Europe. means new opportunities in pack- posable income. units for consumers to dispose of their tic packaging for recyclability and dump itself in the sea. “Packaging nowadays generally aging, rather than a brand’s appear- “There are dramatic diff erences packaging responsibly, in line with this? deliver environmental and social solu- The good news is there is a carries heavy symbolic weight,” says ance on a physical shelf space. as you move around the world and Improvements are being made, but tions, today and for future generations. huge amount of work in this area Caspar Lam, assistant professor at “Unboxing becomes part of the the biggest is between emerging and not at the rate needed. In 2016, 27.1 too. Deposit return schemes are The New School’s Parsons School of experience,” explains Ms Koh, developed markets, which do cross million tonnes of plastic waste was For more information please visit being reintroduced to encourage Design in New York. pointing out that brands like cultural divides,” points out Martin collected through official schemes www.kpfilms.com consumers to bring back their bot- Colours, typeface, images and Singapore-based jewellery business Bunce, principal consultant at Tin in the European Union to be treated. tles. And there have been some James Drake-Brockman material are distinct markers that The Mindful Company incorporate Horse design agency. And for the first time, more plastic Nestlé has introduced a new moves towards standardising the Divisional director of packaging create an emotional connection, inspirational quotation cards, and In the haircare sector, a price- waste was recycled than landfilled. Smarties pack divided into three Lubna Edwards many different local models of innovations and luxury packaging but the game is changing with layers of wrapping to build excite- driven consumer might buy a smaller sections to address Global sustainability director For the ten years to 2016, the waste collection. Easyfairs consumers expecting “more from ment and connection. sachet, which could be seen as a portion control in Canada Klöckner Pentaplast volume of plastic waste collected for 16 FUTURE OF PACKAGING RACONTEUR.NET 17

OPINION COLUMN CULTURE Commercial feature

Commercial feature TECHNOLOGY

product portfolio. This is not always RFID also plays a central role in straightforward, but it is a critical cul- reducing the overall wastage within tural change to ensure we are achieving supply chains, which in turn contrib- Tech is transforming packaging sector each of our eight 2025 sustainability utes towards sustainability goals. As the goals, which we set out in 2015 based world’s largest ultra-high frequency on the natural step methodology. One RFID partner, Avery Dennison has of the goals is to ensure 70 per cent of focused on producing the most sus- Exciting tech our products and solutions will con- tainable solution that, as well as driving innovations, focusing form to, or will enable end-products significant benefits through the supply to conform to, our environmental and chain, is now recyclable. Our propri- on marketing, social guiding principles. The combi- etary SmartFace technology removes nation of these goals, the level of our the PET (polyethylene terephthalate) labelling and chief executive and leadership com- layers used commonly in RFID man- mitment, and the empowerment of ufacturing and replaces them with a prolonging shelf life, 26,000 employees worldwide adds up paper substrate to enable recyclability. as well as protecting to a pretty unique approach. Equally, it is clear that to really drive What products do you have that will the environment, change across the whole value chain improve recycling? Reimagining the we need to be collaborating much We think about recycling in two ways: are transforming the more across the industry. We have built building demand for recycled con- a number of significant partnerships tent and enabling the recyclability of future of packaging within the industry and are continuing the package it is affixed to. A common future of labelling to build more. Our supply partners are challenge with labels in the recy- key to us in achieving our sustainability cling process of plastic containers goals, which is why we have partnered is that the label material, adhesive with EcoVadis to operate a collabora- and ink can contaminate the plas- and packaging with tive dashboard providing sustainabil- tic flake. To overcome this challenge, DAVID BENADY ity ratings and performance improve- we developed a label solution called ment tools for global supply chains. CleanFlake that enables full recycla- Fibre-based materials We also have an ongoing relationship bility of any PET bottle or thermoform Amid the current intense scrutiny sustainable design with the World Wildlife Fund (WWF) by allowing labels to separate cleanly. of plastic packaging, manufactur- and are part of the Climate Savers pro- Similarly, we have a product called ers are exploring alternatives such gramme. Very recently we supported WashOff which removes cleanly from as plant-based fi bres. An example how can you manage the waste created the WWF with a $100,000 grant to sup- glass or PET containers when sub- is microfi brillated cellulose (MFC) Georges Gravanis, president of Avery through the production of the labeling port the Forest Owners’ Sustainable merged in hot water. where plant fi bre is broken down to and packaging? While we have port- Development Association of Thua Finally, we are helping our value chain micro levels and reconstituted as Dennison’s Label and Graphic Materials folios of recycled content materials, a Thien-Hue province in Vietnam. by finding recycling solutions in each of packaging material. This process can Group, reveals how a collaborative industry large part of our focus is on thinking the process steps. At label application, create materials that are stronger holistically about our supply chain to As a materials science company, a release liner is left behind as labels and lighter than those made of glass approach coupled with the company’s reduce overall waste, increase recycla- how are these capabilities and other are dispensed on to the packaging. or carbon fi bres, and MFC can be bility and innovate to zero. technological advances driving your Instead of the release liner being sent added to other packaging materi- materials science capabilities and other approach in sustainable design? to landfill, we are finding local recy- als to strengthen them. However, How is sustainability influencing the We invented pressure-sensitive mate- clers that can recycle the liner into new researchers have yet to fi nd ways of innovation in sustainable design are way food is labelled and packaged? rials and we have more than 300 products. A recent successful collabo- producing thousands of tonnes of often placed directly on to super- technologies including concealed 3D printing US company Smart Cups has come driving positive change in the labelling Reduce, reuse and recycle remain the research and development profes- ration is with L’Oréal in Australia which this wrapping material, rather than market shelves, rather than each RFID (radio-frequency identifi ca- A game-changer for its ability to up with a range of 3D-printed cups key influences of sustainable design. sionals continually working to rein- is now recycling its liner material into the few grams that have been created item being unpacked. The whole tion) codes, which are printed either provide a quick way to test prod- which produce an energy drink and packaging of consumer goods How can we reduce the materials used vent those materials every day. We are pulp material for packaging. in the laboratory. An additional chal- process of getting goods from fac- directly on to packaging or integrated ucts and packaging before they when water is added as the ingre- in the original design, how can that focused on not only evolving the appli- lenge for any fi bre-based packaging tory to shelf is thus being speeded in it. RFID technology sends identify- go into full-scale production, 3D dients of the drink are embedded packaging be reused, and how can the cations for our materials, but also their material is the ability to act as a bar- up, with precision and consistency, ing signals to a reading device, which printing has more recently played in the packaging. 3D printing’s labelling and packaging be made from sustainable footprint. For example, For more information please rier to elements that will degrade the alongside developments in sensors could be a regular smartphone, ena- a pivotal role in scaling packag- great benefi t is to improve manu- How have consumer attitudes towards more recycled content or be more we have continued to set the stand- visit label.averydennison.com/ contents, such as light, oxygen and and computer vision to help moni- bling automatic, contactless commu- ing to new levels of customisation facturing processes by enabling sustainable packaging changed? easily recycled? With whole system ard on the lowest gauge of materials sustainablesolutions moisture. Laminates on packaging tor the performance of the robotic nication with the package so retail- and creativity. 3D printing works the rapid prototyping of machine Sustainability has been important in thinking, we also need to consider the – the thinness – enabling less material provide protection, but are resistant packaging. Online grocery retailer ers can determine the current status by squirting molten plastic on to parts. For instance, additive tech- the labelling and packaging industry whole life cycle of the product. For to be used, but with the same overall to recycling, so the industry is devel- Ocado uses robots with human of their goods in a matter of seconds. a base and gradually building up nology can be deployed to pro- for some time, but has become even example, our food reclosure solutions product performance. Reducing the oping water-based coatings to act as pickers as robots deliver pallets of This assists protection them from a design by layers. For this reason, duce robotic arms for use in the more important recently as consum- combine oxygen barrier films with easy amount of materials used in the first a barrier. goods to humans who pick out the theft, but also identifi es product loca- it is also known as additive manu- packaging process, achieving in ers are more aware of the impact of open and reclosing functionality that place is our key objective. specific customer orders. It is likely tion across the entire value chain. The facturing. The operation is directed days and weeks what previously waste. Consumers expect the brands are ideal for preventing oxygen and Robotics that the future of automated pack- constant need to monitor the state by software which controls the pro- may have taken months. However, they purchase from to be good cor- moisture from entering food packag- Robots are transforming the packaging lies in this type of “co-bot- of goods is also fuelling the growing duction from a computer-aided the main challenge for 3D print- porate citizens and fully transparent ing. This provides convenience for the aging industry, particularly in the ics”, where robots work alongside popularity of sensors being used to design. A recent innovation has ing to go mainstream in packaging about the sustainability of the product consumer, but also keeps food fresher Avery Dennison CleanflakeTM portfolio field of ecommerce. The ability of humans to deliver a superior per- track temperature and quality, espe- been to use 3D printing to produce remains higher costs in scaling up itself, and the labelling and packaging. for longer, reducing waste. robotic arms to sort small items cially in the food, beverage and phar- food products which are combined production compared with more Purpose-built for the PET recycling stream formance than could be achieved How the material is made is important, Also, our RFID (radio-frequency into boxes for delivery quickly by either working alone. maceutical industries. with the packaging. For example, standard formats. but more so is the impact it has on identification) technology is being and accurately has made them a the overall recyclability of the pack- used to reduce food waste in perish- favourite with manufacturers and Smart packaging age and its end of life. Consumers are able goods. Recent pilots and food 01 02 retailers. Robots offer flexibil- Since packaging fi rst became a Top market pressures driving companies to upgrade packaging line capabilities George Gravanis increasing the pressure on brands to retailers’ feedback have shown up to ity as the arms can be positioned “thing” in the internet of things, Demand continues to rise PET reclaimers are take responsibility and to create more 20 per cent reduction in food waste and replaced for different jobs, its role in the customer journey has Build compliance and traceability President, Label and Graphic for PET, a 100 per cent being challenged to sustainable design. and further potential to reduce food while the systems can be repro- extended far beyond the shelf. This into production processes Materials Group, Avery Dennison recyclable plastic produce high-quality PET stock management costs by around 50 grammed to change their packing has had a transformative eff ect in Increase focus on To what extent is the packaging per cent. We are also seeing dramatic HELPS TO... functions. Mobile robotic plat- a number of ways, including smart operational excellence industry thinking about sustainable improvement in inventory accuracy forms, which can navigate their packaging which helps to cut down Save energy Increase visibility into design differently? by more than 99 per cent in food dis- way around warehouses, have also food waste in complex, global supply operational performance Sustainability has become much tribution across the supply chain and 06 Reduce emissions 03 meant huge efficiency improve- chains, as well as in a healthcare set- more about whole system thinking. overall process efficiency. The result is 100 per cent 1.3 billion bottles are ments. These autonomous mobile ting, enabling doctors to keep track Connect and control operations Historically there has been a focus recycled food-grade Boost sustainability wasted in the recycling robots, or AMRs, teach themselves of their patients through connected mainly on the materials, such as FSC How can the packaging industry quality PET flake that can process every year due to new routes so can be deployed medical packaging. Product piracy Reduce costs be remanufactured into incompatible label materials (Forest Stewardship Council) paper increase the rate at which it is able quickly in fresh environments, is a continuous issue for brands and by reducing wastage new bottles and reduced material consumption. to create sustainable change? making them more flexible than manufacturers, not just because Reduce costs by reducing That’s still important, but now the For us it is about focus and indus- previous models that had to be proof fi nancial loss, but also damage product giveaway emphasis is really about the whole life try-wide collaboration. Throughout our grammed to follow fixed routes. caused by potential health risks, Incorporate auxiliary cycle of the packaging. For example, innovation process we are ensuring we 05 04 Crates used to transport products, especially in counterfeit medication packaging technology how can you reduce materials in the are considering sustainability for every More high-quality rPET in SR3011 is the world’s first adhesive that known as secondary packaging, and use of unlicensed chemicals. original design? How can you ensure product and process improvement, not the supply stream can help switches off during washing so the label are becoming increasingly impor- Packaging specialists such as STI 0% 10% 20% 30% 40% 50% 60% 70% the packaging can be recycled? And just those classified in our sustainable reduce recycling costs cleanly separates from the plastic tant for retailers as the boxes are Group are among those developing PKN Packaging News 2017 18 FUTURE OF PACKAGING RACONTEUR.NET 19

Commercial feature TECHNOLOGY

COST OF SUSTAINABILITY

Biggest challenges with Brands He adds that these costs tend to come “From our perspective, it is better sustainable packaging down when volume increases and the to start small and scale up, because Packaging professionals original investment is recovered. the world changes so rapidly and Inability to charge a premium There are timescales of up to 18 implementing something across Clare Carrier/Getty Images Carrier/Getty Clare 67% months, or longer for larger com- all our hotels takes a long time,” 51% panies, to also consider, according he says. to Mr Pamplin, which may require To manage the transition to a Incorrect popular perceptions of sustainability some internal restructuring. more sustainable packaging future, 57% “Changing a can to a pouch Mr Pamplin thinks some smaller 51% requires a completely new pro- companies may need government Lack of alignment around sustainability goals through the value chain duction line, as well as the need to support due to a lack of resources. 48% prove that the quality of the shelf Whereas, most experts agree a 41% life, product, food safety and how it national tax on plastic is more likely travels are not adversely aff ected,” to be created to incentivise change. Inadequate consumer/customer demand he explains. Though there are considerable 48% At present, demand for sustaina- challenges, many of which are out of 55% ble packaging has only started trick- a packager’s control, there are also Comparatively high cost of preferable packaging materials ling down to manufacturers, accord- numerous, eff ective ways for them 43% ing to Ms Sutton. to be more environmentally friendly. 41% “There is no doubt it is increas- Sustainability, after all, often goes ing, but not at the rate needed to hand in hand with cost reductions Lack of a common understanding of sustainable packaging really encourage more strategic if it is implemented at the design 43% investment by packagers to off er stage to reduce packaging size and 51% a sound portfolio of easy-to-recy- material use. Inadequate supply of preferable packaging materials cle materials and packs,” she says. Major packaging fi rm, DS Smith “However, they have the oppor- use made-to-fi t technology to pack- The move to ban 38% plastics from supply 24% tunity to invest strategically and age ecommerce products more chains is great for develop an informed packaging snuggly. Their machine achieves a reputation and the Inadequate recycling/composting infrastructure design strategy, enabling them to 99 per cent fi ll rate for a single ship- environment, but 33% really support brands that want ment, reducing transportation car- can have a big impact 53% on the bottom line tried-and-tested solutions, which bon emissions, an aspect of sustain- can be recycled.” ably often overlooked, according to Packaging Digest 2017 Martin Leeming, chief executive at Isabel Rocher, the company’s head TrakRap, says if big brands approved of ecommerce. groups, but many elements of sus- waste management laws and regu- new types of packaging quicker it Investment in the technology pays tainability, such as recycling, are out lations across three tiers of govern- would accelerate the process mas- for itself in a year, Ms Rocher says. of their control,” says Mr Pamplin. ment. It said diff ering recycling pol- sively. Brands, on the other hand, are But she concedes that the future of Business impact of So-called sustainable and recycla- icies were slowing down progress sometimes uncertain about imple- packaging will be challenging for ble materials, such as biodegradable in sustainability. menting change too fast. everyone. However, those who are “a and bioderived plastics, which pack- Such a disjoint in waste manage- The Hilton hotel chain has com- little visionary and ﬂ exible enough” agers may look to transition to, away ment can make it harder for invest- mitted to cutting its global envi- will adapt, she says. being sustainable from fossil fuel-based ones, are not ment in recycling facilities, thus hin- ronmental impact in half by “Sustainability is really excit- in fact widely recycled, but instead dering material supply for packagers, 2030, which involves reducing its ing if you are investing in the right collected as general waste. says Mr Pamplin, because the waste plastic. But it will do so incremen- solutions,” Ms Rocher concludes. As more brands pledge to go green, what is the impact of using “It should be laid out clearly what stock is lacking or of poor quality. For tally, says Maxime Verstraete, the “I think some organisations will materials can be recycled and what some materials, there is an oversupply, company’s vice president of corpo- struggle, but for the most part it’s a environmentally friendly packaging on all links in the supply chain? cannot to reduce investment risk,” while for others there is a shortage. rate responsibility. great opportunity.” says Mr Pamplin. This is even more challenging in Furthermore, in the UK and other developing nations, which have far big- places, waste collection and recy- ger pollution problems and where recycling is not co-ordinated centrally, cling is signifi cantly less advanced. reformed again in 30 minutes. These promises are a win for a “Some companies are nervous but by local authorities, creat- Using recycled and new materials Like aluminium and glass, HEIDI VELLA brand’s public relations as well as about committing to buying a new ing inconsistences and hindering are also, on average, more expensive which are more carbon the environment. But how challeng- material or to invest in develop- closed-loop recycling of materials. than virgin ones. “Their cost is almost intensive to produce, some ncreasing consumer pres- ing is it for the packaging manufac- ing a new piece of packaging when In January, Unilever in Australia always higher because they don’t plastics can be recycled. sure, instigated by what is now turers to make the change? they don’t know how successful it called for standardisation of the have the same scale of production, In the UK, Coca-Cola, at a known as the Attenborough Packaging aff ects the entire sup- is going to be,” says Tracy Sutton, and additional research and develop- cost of £250 million over ﬁ ve effect, and recent pledges from ply chain, starting with the mate- circular economy packaging design ment investment is needed to change years, has developed new Ithe UK government to eliminate rial producer to the converter, to consultant at Root. the machinery line,” says Dominic technologies that mean 100 plastic waste by 2042, have forced the brand owner and retailer, to the Previously, says Barrington Pamplin, Cakebread, director of consulting per cent of the packaging the

brands and retailers to rethink waste and recycling organisations. a packaging technologist for 30 years for packaging at Global Data. The Peter Kovalev\TASS via Getty Images company uses, both primary the sustainability of their prod- And then back to the material sup- and technical director at consultancy Sustainability often goes hand cost implications, he says, are much and secondary, is recyclable. uct’s packaging. plier again. ThePackHub, there was a push for in hand with cost reductions if higher upstream of the supply chain. Insight “While we do not view our packs Consequently, numerous brands, Given the intricate complexities and light-weighting materials, so packag- “For brands, it will be around 1 per Good plastic as ‘single use’,” says Liz Lowe, including McDonald’s, Deliveroo the often-changing tide of public opin- ers swapped glass bottles for plastic it is implemented at the design cent on cost, but for manufacturers or bad plastic? corporate responsibility and and Iceland, have made pledges to ion, the challenge for packaging man- ones. Now plastic is on the blacklist. stage to reduce packaging size it will be around 10 per cent because sustainability manager at Coca- go plastic free or to use 100 per cent ufacturers starts with determining “Packagers have to react to pres- they have to make an upfront invest- Plastic is perceived as the least Cola Great Britain, “the fact is too sustainable packaging. which new material is best to invest in. sure from the media and lobby and material use ment,” says Mr Cakebread. sustainable packaging material. many consumers still do.” Yet if it was banned tomorrow, the According to many industry whole infrastructure of how we experts, part of the plastics shop and feed ourselves would problem is that the material is need to change, says Barrington perceived as having no value, unlike Pamplin, technical director at glass or aluminium, so it is often • Ultrathin packaging shrink film consultancy ThePackHub. thrown away instead of recycled. So is plastic really that bad? This is a problem YORKSHIRE Sugarcane derived ethylene “Plastics have been demonised acknowledged by the European • but sometimes they are the more Union, which has created a new 04 sustainable option,” says Sam directive to make all plastic PACKAGING • A sustainable alternative Jones, customer sustainability packaging across Europe manager at DS Smith. recyclable or reusable by 2030. Minimise environmental impact He offers the example of their Presently, some renewable or • plastic beer crates, which can be compostable plastics are not SYSTEMS used for 17 years, then ground and widely recycled. 01924 441 355 SHRINK WRAPPING SOLUTIONS YOU CAN TRUST B-Nat Bio-based PE shrink film www.yps.co.uk [email protected] 20 FUTURE OF PACKAGING RACONTEUR.NET 21

COST OF SUSTAINABILITY

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It’s back to the future for past wrap shifting their processes towards there is a lack of coherency across this new psychology.” local authorities. Much bioplastic In the quest for an environmentally Ms Moyle started a campaign packaging is not biodegradable and called Trash Talk, with the support does not reduce waste. friendly circular economy what goes of Clarity Environmental, to iden- “This is very difficult for con- tify consumer opinion on packag- sumers to understand. I have seen around comes around ing waste, across its network in ten many products marketed as envi- cities. “Environmental activism is ronmentally friendly without any becoming cool. The more that peo- scientific justification. This cre- ple are educated, the more ques- ates a new challenge. How can tions they’re asking. The biggest we clarify for consumers what is “Crowdfunding has completely China’s ban on imports of pack- The role of packaging is also in the 1970s because it was waste- challenge is the lack of commu- a truly sustainable choice?” says NICK EASEN changed the way environmentally aging waste earlier this year is also changing in our lives with more ful, outmoded and tied retailers nication between consumers and Suvi Haimi, co-founder of Sulapac, friendly products are founded. shaking up industry and recycling home deliveries. Brand communi- and pubs into the distribution sys- brands,” she says. a Finnish company that produces rag Wrap sells reusa- The creator doesn’t have to a big at local authorities, while a pro- cation is increasingly done through tems of dominant manufacturers,” This has come at a time when innovative wood-based packaging. ble, fabric gift wrap company these days, it can be any- posed deposit return scheme for webpages rather than packaged explains Nick Cooper, executive there’s been an explosion in sus- “We hope the authorities, espe- for presents, made one with a good idea,” says Anna plastic bottles from the UK govern- goods on supermarket shelves. director at Landor Associates. tainable packaging solutions, cially the EU, will clarify for con- from recycled plastic Glansén, a designer from Tomorrow ment shows a willingness to legis- Think Amazon’s Brown-Box. Frugality when it comes to pack- bioplastics, new and innovative sumers what these choices are.” Wbottles. The company was started Machine, a Stockholm-based studio late. With 700,000 bottles littered “Customers are now choosing aging is in. The bigger the box, the materials that are biodegradable, The law of unintended con- eight years ago, but only recently specialising in novel packaging. every day in the UK, according to the brands based on their philosophy better the toy, is out, with con- as well as recyclable products, all sequences also looms large, if has demand quadrupled. “Call Take Final Straw; in the United Environmental Audit Committee, than by their actual packaging. One sumer sentiment shifting. “It’s entering the market in a bid to sat- left solely to consumer-driven it the Blue Planet effect,” explains States it plans to replace sin- there are strong grounds for action. of the significant principles brands now the bigger the box, the fuller isfy evolving consumer demand. demand. Less packaging can mean Nicky Rajska, co-founder of the gle-use plastic straws with a novel Then there’s the UK Plastic Pledge, should have is their own established the bin,” says Pippa Moyle, founder “Yes, these are exciting times, more food waste and more carbon company. “The mass market is metal one. The company asked for which saw 42 companies sign up to a code of ethics, this includes pack- of social media platform City Girl but it’s all being done in a rush. emissions in some cases. If pack- now informed about the issue $12,500 on Kickstarter and in the pact in April. This aims to cut plas- aging design,” says Kosuke Asaki, a Network. “Brands need to start Of course, we need new invest- aging has no value, other than for of single-use plastic and end crowdfunded $1.8 million. tic and eliminate unnecessary sin- Japanese designer who uses agar for ment, but all these innovations compost, there’s a risk that con- the environment; there’s been a “A lot of startups are now work- gle-use packaging by 2025. packaging and producing tableware are being created in isolation. sumers might care less about recy- turning point.” ing to develop sustainable pack- “The sector is now under out of food waste. We need an ecosystem approach,” cling. Bio-based packaging also At the same time, consum- aging solutions that challenge tra- immense pressure to take action Some are hailing this as a “back says Benjamin Punchard, global takes up land to grow. er-led innovation and backing is ditional industries,” says Caroline fast, with retailers and manufac- to the future” age of paper bags and packaging insights director at “With so much pressure to make on the rise. Recently, Recycling Bettan, co-founder of Newcy, a turers being forced to plan for plas- recyclable glass bottles, reversing Mintel. “If new innovative packag- changes, and as businesses join Technologies raised £3.7 mil- French company developing a reus- tic-free aisles, packaging take- the switch to plastic packaging Some are hailing this as a ‘back to ing has a label saying check local the race to ‘green’ their packag- lion in just two weeks, partly able cup for office coffee machines. back and much stricter end-of-life which was introduced for greater the future’ age of paper bags and recycling, that means nothing at all ing, there is the risk of ill-informed by crowdfunding, for the use of “Consumers can make companies rules on products and packaging,” production efficiency, lower cost to most people.” decisions being taken. The indus- novel technology that will chemi- accountable for the products they says David Honcoop, managing and less weight in distribution. recyclable glass bottles, reversing Convenience is still king. If the try must be encouraged to work cally recycle plastic packaging in use and that’s a great way to lessen director of Clarity Environmental, “Glass packaging was precisely consumer needs to work harder with together,” Clarity Environmental’s the UK. their environmental impact.” a green compliance company. the system that was abandoned the switch to plastic packaging their recycling, it’s an issue. Already Mr Honcoop concludes. 22 FUTURE OF PACKAGING RACONTEUR.NET 23

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