DEFRA ROUNDS UP FRESH RAM AFTER BACKLASH
In our latest Wrap-Up … New RAM planned following backlash. Iceland returns to plastic trays while Tesco introduces 100% rPET. UK EPR overseer established. Paper packaging faces regulatory challenges. Labels confuse consumers. Supermarket removes appeal to kids. And more …
For Starters ...
Defra rounds up fresh RAM after backlash
Defra has confirmed plans to release a revised version of the Recycling Assessment Model (RAM) by spring, following backlash over its initial rollout. Businesses criticised the original model, introduced over Christmas, for being rushed and impractical.
The updated RAM aims to provide clearer guidelines and a more workable recyclability framework under the Extended Producer Responsibility (EPR) scheme.
MEANWHILE ...
Pack to the future
The UK government has launched PackUK to oversee packaging waste management under the Extended Producer Responsibility (EPR) scheme. Over the next decade, the scheme is expected to generate £10 billion, support local recycling, and create up to 21,000 jobs.
As governments worldwide strengthen EPR policies, the focus is on reducing packaging waste and improving recycling infrastructure.
Paper packaging in the regulatory forest
As the usage of paper packaging increases, the EU Deforestation Regulation (EUDR) could throw up new challenges for manufacturers. From 30 December, packaging made with virgin fibre must meet strict deforestation-free requirements, forcing producers to conduct due diligence.
Recycled fibre is exempt, but mixed-content packs need checks on the virgin portion.
According to Grand View Research, the global paper packaging market size was estimated at £152 billion in 2024 and is projected to grow at a CAGR of 10.4% from 2025 to 2030.
Labels labelled lacking
A recent study by food standards firm NSF reveals that 36% of UK consumers find it challenging to interpret food labels, including nutritional and sustainability information.
The research highlights a generational divide, with 60% of 18–34-year-olds trusting health claims on labels, compared to only 25% of those over 55. While 76% of respondents read labels before purchasing, less than half believe current labels provide sufficient information for healthy choices.
Stormy times ahead with food shortages
The UK is facing growing food shortages as climate challenges and supply chain issues disrupt availability. Unseasonable weather, including heavy rainfall and extreme cold, has hit domestic crop yields, contributing to empty shelves.
Import delays from key suppliers in Spain and Italy have worsened shortages of fresh produce such as broccoli and cauliflower. With food prices rising and supply chains under pressure, concerns are mounting over long-term food security in the UK.
SHOP TALK …
Lidl less temptation for kids
Lidl UK is removing all packaging designs considered attractive to children from its least healthy, own-brand products. The change will eliminate design elements, such as 3D or animated shapes, that do not reflect the products.
This initiative goes beyond UK legislation set to restrict advertising of less healthy products to children from October 2025.
Government statistics reveal that obesity prevalence for children aged 4-5 years old was 9.6% in 2024 and 22.1% for those aged 10-11.
Grape expectations in new trial
Tesco is trialling a new approach to fruit packaging by categorising grapes based on flavour and texture rather than the traditional colour system.
Currently being tested in 220 stores across the UK, the “Fruitology” initiative – promoted as the biggest-ever survey into British grape-buying preferences – introduces new labels highlighting key characteristics such as tropical flavour, a crunchy texture, or sweetness.
Initial feedback from the trial suggests that shoppers strongly favour grapes with a crunchy texture.
Beefing up sustainability
Tesco has also introduced 100% recycled PET (rPET) food trays sealed with a barrier film containing 30% recycled PCR content for its own-brand minced beef.
Vacuum-packing under pressure
Iceland Foods is reintroducing plastic trays for its beef and pork mince following consumer backlash against vacuum-packed alternatives. Customers cited concerns over the appearance and texture of vacuum-sealed meat.
SUSTAINABLE GROWTH …
EU waste partnership is a WRAP
WRAP has partnered with the EU to tackle food and packaging waste through policy development, industry guidance, and consumer education.
The collaboration will promote circular economy principles and improve European waste processing infrastructure. It will also contribute to achieving the EU’s Packaging and Packaging Waste Regulation (PPWR) targets, which include making packaging fully recyclable by 2030.
Flexible backing of new directory
The US Flexible Packaging Association (FPA) has backed the launch of the Flexible Film Recycling Alliance’s (FFRA) new Plastic Film Recycling Directory.
The directory is designed to simplify the recycling of flexible film materials and links businesses, municipalities, and consumers with relevant recycling programmes and facilities.
Recycling rates for flexible materials in the United States remain low. Only 2% of households have access to film and flexible packaging recycling, mainly due to limited collection systems, processing capabilities, and market demand.
Berry clever packaging keeps strawberries fresher
The Flanders Centre of Postharvest Technology (VCBT) has evaluated the impact of various sustainable packaging options on strawberry shelf life. Recent research monitored strawberries stored at 18°C for seven days, revealing significant differences in freshness and preservation across packaging types.
Less is more
Brands are increasingly shifting towards minimalist packaging to reduce material use and improve recyclability, according to Packaging Gateway. It reports that this trend is especially evident in the food industry, where consumers actively seek sustainable products.
Studies have shown that over half (51%) of plastic food packaging could be reduced or replaced and that more than four out of five consumers (82%) are willing to pay up to 10% more for products with sustainable packaging.
Debatable benefits of bioplastics
The rise of bioplastics in packaging is fuelling debate over their environmental benefits. Although bioplastics offer a renewable alternative to conventional plastics, there are concerns about their disposal and the risk of contamination in standard recycling systems.
Some experts argue that compostable bioplastics can disrupt existing waste streams, while others highlight their potential to reduce carbon footprints.
Plastic that never goes to waste
Researchers in China have developed a new polymer capable of self-recycling, potentially transforming flexible packaging. The material can be repeatedly broken down and reformed without quality loss.
IN TRAYS …
Cardboard-based innovation
Agrypack has launched a new range of cardboard food trays designed to be compatible with standard tray sealing machines intended initially for plastic trays.
These trays, suitable for products like small fruits and herbs, feature a unique border, allowing them to be sealed with recyclable film.
Fibre-based innovation
Cirkla has launched what is claimed to be the first moulded fibre-based modified atmosphere packaging (MAP) tray, cutting plastic use by 85%. It is made from renewable plant fibres like sugarcane bagasse and features a patent-pending easy-peel liner for paper-stream recyclability.
WRAPPING IT UP …
Fresh approach to packaging: The Garden of Europe project is testing compostable and recyclable packaging solutions for fresh produce. Fibre-based and bio-based materials are being explored as replacements for plastic.
DATES FOR YOUR DIARY …
From the KM team … protecting, presenting, and preserving your products.