PACKAGING REDESIGN RACE IS ON FOR RECYCLABILITY
In our latest Wrap-Up … Packaging redesign race is on for recyclability. Fibre formats trialled for frozen food. Plastic targets softened. Recyclable paper trays tested in UK first. Deposit scheme faces backlash over retailer control. PET testing rules under fire. And more…
For Starters …
Major brands are racing to redesign their packaging as recyclability becomes a primary expectation under EPR, PPWR, and the Plastic Packaging Tax, according to Grocery Trader.
Andrzej Kukula, Technical and New Product Development Manager of KM Packaging, says consumers are sending a clear message about waste, and brands need the best sustainable option for each application.
KM is responding with innovations such as a new paper-based barrier product, K-Nature Paper HBe, which is widely kerbside recyclable, as well as mono polyolefins and 30% PCR films tailored for shelf life and recyclability.
Kukula warns against simplistic "plastic is bad" narratives, arguing that well-designed plastics still play a key role in cutting food waste. Across the sector, companies are balancing carbon goals, local recyclability, and cost, especially as pEPR fees penalise hard-to-recycle formats.
The push is driving rapid innovation in fibre-based packs, downgauged films, and closed-loop solutions. Kukula says brands are embracing a plurality of sustainability goals, from CO2 cuts to food freshness, and that success now hinges on getting packaging and sustainability right.
BRAND NEW …
Cheesy new packaging
Pilgrims Choice is overhauling its full cheddar range with new pack designs and a 90mm x 140mm block format, cutting plastic use by 15%. The packs retain the brand's signature black background but add a bold new colour palette for a stronger shelf standout. Using a 42-micron film, the slimmer format promises easier handling and more explicit product cues.
Pop go the plastic targets
PepsiCo has abandoned its plan to deliver 20% of beverage servings through reuse by 2030 and eased several other packaging and emissions goals in a revised sustainability strategy.
It now targets 97% of packaging to be reusable, recyclable, or compostable by 2030, down from its previous goal of 100% by 2025. The company lowered its recycled content target to 40% by 2035 from 50% by 2030.
Virgin plastic use is expected to be reduced by 2% annually through 2030, replacing an earlier target of a 20% absolute reduction.
Big names pact off
Walmart, Mondelez, Mars, and Nestlé have withdrawn from the US Plastics Pact, stepping back from collective efforts to meet the 2025 packaging sustainability targets. The departures come as the Pact revises its goals under the framework of the Ellen MacArthur Foundation.
Kind of different wrapping
Mars-owned Kind Snacks is trialling the first fully kerbside-recyclable paper wrapper for snack bars in the US, which will be running from May to October. The pilot features the "Dark Chocolate Nuts & Sea Salt" bar across eight states, including California, New York, and Texas. Kind plans to make all its packaging recyclable by 2030.
IN THE AISLES …
UK-first paper tray trial
Marks & Spencer has launched a UK-first trial of a dual-ovenable, fully recyclable paper tray for ready meals, starting with its Fiery Chicken Tikka Masala. Made from FSC-certified, renewable fibre, the tray is compatible with microwaves and conventional ovens and is recyclable at home. The packaging supports M&S's targets to cut 1 billion plastic items by 2028.
Packaging E is for Error
Some Aldi customers have taken to social media after realising the EU 'e' mark on packaging doesn't mean bonus content. The symbol simply confirms average weight compliance under legal tolerances. Labelling experts say it's widely misunderstood.
DRS ‘must try harder’
Campaigners warn the UK's new Deposit Return Scheme (DRS) risks failure by putting Tesco, Lidl, and Co-op in charge. Nature2030's Dominic Dyer called it a case of supermarkets "marking their own homework." A survey found that 78% of the public thinks supermarkets still overuse single-use plastic.
But YES to reuse systems
Aldi and Ocado have demonstrated that large-scale reuse systems can be effective, with refill stations accounting for 57% of in-store category sales and a 43% online uptake. The trial, run by the Refill Coalition and backed by Innovate UK, achieved an 86% return rate for Ocado's packaging without the use of deposit schemes.
Mais NON to reuse systems
A reuse trial in France by Carrefour and System U saw just 20% of packaging returned over nine months despite offering up to 70p per container. Return rates were even lower for items such as crisp bags (15%) and cream cheese tubs (20%), raising concerns about the scheme's cost and impact.
SUSTAINABLE NEWS …
Question time on circular delivery
The EFRA Committee has launched an inquiry into the UK's delivery of the circular economy, including food packaging, recycling targets, and Extended Producer Responsibility (EPR). Written evidence is invited by late June to hold the government accountable for promised reforms.
Fibre flops on Emissions
Engineering students have found that rigid rPET trays with 85% recycled content generate far lower carbon emissions than laminated fibre alternatives. While fibre trays reduce plastic use by 80%, poor recyclability increases landfill and lifecycle impacts. Valpak states that the UK recycling rate for rigid plastics stands at 63%, compared to nearly zero for fibre composites.
Green options in the red
Bioplastics cost 20% to 100% more than fossil-based plastics, which prices them out of mass adoption, according to Plastics Engineering. High feedstock costs, small-scale production, and weak supply chains keep them economically unviable. Bioplastics currently account for less than 1% of global plastic production.
New berries pack simply dissolves
Researchers in Australia have developed a biodegradable plastic punnet made from bacteria-fermented PHAs and Australian wood fibre. The material breaks down in soil, compost, freshwater, and the ocean and has been successfully tested with strawberries.
Feathers fly into films
Researchers in the EU-funded BioICEP project have developed bioplastic films from poultry feathers and by-products of the sugar industry. The materials are designed for flexible food packaging, particularly for use with meat and dairy products. The films are compostable and recyclable.
Paperboard follows the rules
A paperboard sushi container aimed at meeting strict EU recyclability regulations has been introduced by Graphic Packaging. The pack uses mono-material construction and is recyclable via paper waste streams.
Front of pack is back of mind
A US study has found that front-of-pack nutrition labels had no consistent effect on portion size, calorie intake, or long-term weight loss. Researchers say labelling alone is not enough to shift behaviour.
PET testing rules under fire
A comprehensive review in Nature Communications calls for standardised enzyme testing to accelerate the enzymatic recycling of PET, widely used in food packaging. Researchers say current methods use unrepresentative materials and lab conditions, undermining progress toward industrial-scale, food-grade recycling.
Chitosan films show promise
A new review in the International Journal of Biological Macromolecules highlights the growing potential of composite films made from carboxymethyl cellulose (CMC) and chitosan as biodegradable alternatives to plastic food packaging.
These polyelectrolyte films, formed through electrostatic interactions, offer enhanced mechanical strength, water resistance, and antibacterial properties, making them suitable for packaging fruits, meats, and baked goods.
IN TRAYS …
Peel and reseal cuts waste
Tray-sealing specialist Proseal claims its peel-and-reseal sealing machines can reduce plastic use by up to 42% compared to clamshells, saving 10 tonnes of plastic per million trays sealed.
The tech also doubles shelf life with MAP and helps cut transport emissions and food waste.
These machines from Proseal are designed to work on innovative re-sealing films like KM Packaging’s own K-Reseal line – ideal for fruit, veg, sliced cheese and meat, and dried snacks. Find out more about K-Reseal here.
AI optimises new sealer
Ishida Europe has launched the QX-800 tray sealer, a high-speed machine capable of sealing up to 175 trays per minute while cutting energy use by 50% compared to previous models.
Designed for large-scale production, it supports multiple formats, including MAP and skinpack, and features AI-powered Sentinel 5.0 for real-time performance optimisation.
IN OTHER NEWS …
Meal replacements whet appetites
Now worth £10.76 billion and set to reach £16.61 billion by 2030, ready-to-drink meal alternatives are thriving as consumers seek performance, convenience, and better nutrition, according to FoodNavigator. Brands like Huel and YFood are leading the charge with high-protein, fibre-rich formats designed for busy, health-focused lifestyles.
WRAPPING IT UP …
WRAP has named Wayne Hubbard as its new CEO, as it continues to develop packaging and sustainability initiatives across the UK and international markets.
In packaging, Amcor and Metsä have begun piloting fibre-based trays for frozen foods, while UK fruit and veg suppliers are rapidly switching to cartonboard formats in response to the Plastic Packaging Tax and EPR reforms.
Meanwhile, Washington State has become the seventh US state to pass EPR legislation, and Oklahoma has approved new rules requiring clear labelling of plant-based and lab-grown proteins. And packaging startup Freshr has secured investment to scale its recyclable and compostable film for fish packaging.
IN KM NEWS…
Stacey Loader joins KM as International Business Development Manager
KM Packaging is pleased to announce the appointment of Stacey Loader to the team as an International Business Development Manager.
Stacey is a well-known and respected member of the packaging industry, having worked extensively across South Africa, Australia, the United States and Mexico. KM are very happy to have Stacey on board as part of the company’s ambitious growth plans.
Welcome to Sareena, Rebecca and Nicole
KM Packaging is also pleased to welcome Sareena, Rebecca, and Nicole to the team. Sareena has joined the finance team as a Management Accountant and Rebecca has joined as a Finance and Business Assistant.
Nicole is the newest member of the Customer Operations team, joining us as a Customer Operations Specialist. Welcome to the team Sareena, Rebecca and Nicole. Meet the whole team on our company page.
DATES FOR YOUR DIARY …
- Sustainable Food Contact Materials Europe: 19-20 June, virtual conference.
- Food Packaging Summit: 25-26 June, Anaheim, California, USA.
- UK Packaging Expo: 3-4 September: Manchester Central, Hall 1.
- PPMA Total Show: 23-25 September, NEC Birmingham.
- PACK EXPO Las Vegas: 29 September - 1 October, Las Vegas Convention Centre.
- Responsible Packaging Expo: 30 September - 1 October, ExCeL London.
- International Circular Packaging Conference: 16-17 October, Ljubljana, Slovenia, and online.
- Sustainable Packing Summit: 10-12 November, Utrecht.
- International Conference on Food Packaging Technologies and Applications (ICFPTA): 28 July, Zurich, Switzerland. 9 October, New York, USA.
- Gulfood: 26-30 January 2026, Dubai World Trade Centre and Dubai Expo City.
From the KM team … protecting, presenting, and preserving your products.