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I N D EPEN D EN T P U B L I C AT I O N BY RACONTEUR.NET #0589 21/05/2019
FUTURE OF
PACKAGING
03 FIRMS MUST BE
PREPARED FOR CHANGE 06 WHY GOING GREEN
STARTS UPSTREAM 14 EXPLORING THE RISE OF
REUSABLE PACKAGING
CERTIFIED
LIGHT PROTECTION
Protects taste and nutrients in milk. Prolongs sensory freshness.
Learn more at lightdamageisreal.com
© 2019 Noluma International, LLC. Noluma™ and the Noluma Logo are trademarks of Noluma International, LLC. noluma.com
I N D EPEN D EN T P U B L I C AT I O N BY RACONTEUR.NET #0589 21/05/2019 RACONTEUR.NET 03
FUTURE OF LEGISL ATION
PACKAGING
Bending with the
Distributed in
Published in association with
winds of policy change
Sustainability The UK is in need of improved recycling systems, laws and infrastructure,
in Packaging
E U R O P E
and while change may be slow, companies must be prepared
Nick Easen “The principle that local author-
Contributors
Mike Kemp/In Pictures via Getty Images
ities will collect core packaging,
he winds of change are such as plastic bottles and contain-
Oliver Balch Sarah Dawood T blowing more than just a ers, paper and card, glass and cans,
Journalist specialising in Experienced writer and bit of plastic in the breeze; is a good one. Packaging manufac-
sustainability, business journalist, she is deputy they’re now whistling through the turers and retailers will need to
and travel. He is the editor at Design Week
halls of Westminster. The govern- match this list with the products
author of travelogues and also contributes to
on South America, India The Guardian and The
ment has just wrapped up an ambi- they put on the market or face
and Wales. Line of Best Fit. tious consultation, the first in ten additional charges.”
years, on reforming how we deal The shake-up is likely to be
Nick Easen Rich McEachran with waste packaging. Industry rolled out within four years, with
Award-winning journalist Journalist covering tech, and consumers can expect a radi- a revamped and simplified label-
and broadcaster, he writes startups and innovation, cal shake-up. ling system; none of the “check
on science, technology, he writes for The
In a bid to breathe new life into locally” labelling, which has been
economics and business, Guardian, The Telegraph
producing content for BBC and Professional a creaking system, significant deemed a barrier to better recy-
World News, CNN and Engineering. intervention is expected in the cling. A deposit return scheme for
Time magazine. form of policy and fiscal drivers, single-use drinks containers and a
amid great expectations within tax on plastic packaging with less
Jim McClelland Giselle La the industry. Some are calling it a than 30 per cent recycled content
Sustainable futurist, Pompe-Moore once-in-a-generation opportunity is also in the strategy.
speaker and writer, his Freelance beauty and
specialisms include built wellness writer, her work to revitalise recycling and use of UK reprocessors have long been lob-
environment, corporate has been published in resources, counter littering and bying for changes to the current PRN
social responsibility and Stylist, i-D, Byrdie, Who give a significant push towards a system, which they believe incentiv-
ecosystem services. What Wear and more. circular economy. ises materials being sent abroad.
“This comes after the UK parlia- “One of the biggest risks in the
Sharon ment declared a climate emergency churn out. UK companies currently on the market is easily recyclable,” redesign is that we see an increase
Thiruchelvam and the Committee on Climate experience lower costs for compli- says Simon Ellin, chief executive of in costs for producers and ulti-
Writer specialising in
Change recommended that the ance compared with producers in the Recycling Association. mately consumers, but a failure to
culture and innovation,
she contributes to The country aims for net zero carbon many other European countries. “If we get the system right, con- improve our existing recycling sys-
Independent, i-D, Vice emissions by 2050,” explains Ben It means that only 10 per cent sumers will have easy labelling tem,” says Robbie Staniforth, head
and Forbes. Stansfield, partner at law firm of the costs for recycling schemes that tells them the packaging is of policy at Ecosurety.
Gowling WLG. “There is phenome- come from producers themselves recyclable, what bin to put it in “A well-designed scheme will rec-
nal momentum here. I think a lot of through compliance systems, and then we will get much higher- ognise the true costs of packaging,
what’s being proposed by the gov- such as packaging recovery notes, quality recycled material to be as well as the costs of a transpar-
ernment will be adopted.” or PRNs, which provide evidence used in new products.” ent, effective recycling system. We
And there’s a need for change. waste packaging material has been At present there are many vari- must create a level playing field
Recycling rates have plateaued in recycled into a new product; the ables involving a mind-boggling for all involved, as well as provide
Publishing manager Head of production the UK. We still have a system that rest is funded by local authorities array of local authority collections extra funding to local authorities,
Let’s make packaging
Ellen Shannon Justyna O'Connell favours exporting 50 per cent of and central government. and packaging with highly varia- which are a critical cog in the recy-
our waste with limited incentives “We have been calling for waste ble recycling qualities. Complexity cling machine.”
Associate editor Digital content executive
for domestic reprocessing. The sys- producers to pay for their recycling hinders the system, but this could All this is likely to require com-
Peter Archer Fran Cassidy
tem of collection is complicated, for many years now. What this should change. “A well-designed scheme plicated manoeuvres in industry,
Managing editor Design localised and fails to provide local do is force manufacturers and retail- needs to be simple for everyone to including mechanisms that trans-
for a sustainable world.
Benjamin Chiou Joanna Bird authorities with enough financial ers to ensure the packaging they put understand,” says Mr Ellin. fer the cost of recycling to those
Grant Chapman
Commissioning editor support. At the same time, a lot of who produce packaging in the first
Sara Gelfgren
Elaine Zhao useable packaging and materials place. Agreement from each link
Kellie Jerrard
still end up in landfill. A lack of RECYCLING RATES HAVE PL ATEAUED in the supply chain and co-ordina-
Harry Lewis-Irlam
Celina Lucey accountability and transparency is tion will be crucial to make a new,
Household waste recycling rates in England
Samuele Motta also apparent. consistent system work.
As leaders in sustainable packaging, we are harnessing our expertise Head of design
“The government feels the exist- 50% “It is vital businesses start pre-
ing regulations do not deliver what paring now,” says Mr Honcoop.
Tim Whitlock
in design, innovation and recycling to develop the most sustainable we want them to do in the future “We’ve already seen an increase in
and to help the UK meet more the cost of complying with pack-
packaging solutions for our customers and our planet. Although this publication is funded through advertising and challenging targets for recycling,
40%
aging regulations over the last 12
sponsorship, all editorial is without bias and sponsored features as well as increase the revenue months and, without changes in
are clearly labelled. For an upcoming schedule, partnership that comes from the system,” says behaviour of how businesses view
30%
inquiries or feedback, please call +44 (0)20 3877 3800 or David Honcoop, managing direc- their packaging obligations, the
Join us to create Better Planet Packaging. email info@raconteur.net tor of Clarity Environmental. new proposals could have huge
Department for Environment,
Raconteur is a leading publisher of special-interest content and
Visit smurfitkappa.com The Resources and Waste Strategy
20%
implications.”
Food & Rural Affairs 2018
research. Its publications and articles cover a wide range of topics,
is the 124-page blueprint from the A year after BBC TV’s Blue Planet
including business, finance, sustainability, healthcare, lifestyle and
technology. Raconteur special reports are published exclusively in Department for Environment, II and the subsequent back-
The Times and The Sunday Times as well as online at raconteur.net Food and Rural Affairs, which lash against plastic, consumers
10%
P A P E R | P A C K A G I N G | S O LU T I O N S The information contained in this publication has been obtained will evolve into new laws soon. are already aligning themselves
from sources the Proprietors believe to be correct. However, In the process, everybody will be with brands that take this issue
no legal liability can be accepted for any errors. No part of this impacted in some way. seriously. “By embracing change,
LSE:SKG publication may be reproduced without the prior consent of the 0%
At its core is the “polluter pays” producers will be protecting
2001–02
2003–04
2005–06
2007–08
2009–10
2011–12
2013–14
2015–16
2017–18
Publisher. © Raconteur Media
principle. Businesses can expect the future of their business as
so-called extended producer respon- well as the environment,” Mr
@raconteur /raconteur.net @raconteur_london sibilities for the packaging they Staniforth concludes.
raconteur.net /future-packaging-2019
I N D EPEN D EN T P U B L I C AT I O N BY RACONTEUR.NET #0589 21/05/2019 RACONTEUR.NET 03
FUTURE OF LEGISL ATION
PACKAGING
Bending with the
Distributed in
Published in association with
winds of policy change
Sustainability The UK is in need of improved recycling systems, laws and infrastructure,
in Packaging
E U R O P E
and while change may be slow, companies must be prepared
Nick Easen “The principle that local author-
Contributors
Mike Kemp/In Pictures via Getty Images
ities will collect core packaging,
he winds of change are such as plastic bottles and contain-
Oliver Balch Sarah Dawood T blowing more than just a ers, paper and card, glass and cans,
Journalist specialising in Experienced writer and bit of plastic in the breeze; is a good one. Packaging manufac-
sustainability, business journalist, she is deputy they’re now whistling through the turers and retailers will need to
and travel. He is the editor at Design Week
halls of Westminster. The govern- match this list with the products
author of travelogues and also contributes to
on South America, India The Guardian and The
ment has just wrapped up an ambi- they put on the market or face
and Wales. Line of Best Fit. tious consultation, the first in ten additional charges.”
years, on reforming how we deal The shake-up is likely to be
Nick Easen Rich McEachran with waste packaging. Industry rolled out within four years, with
Award-winning journalist Journalist covering tech, and consumers can expect a radi- a revamped and simplified label-
and broadcaster, he writes startups and innovation, cal shake-up. ling system; none of the “check
on science, technology, he writes for The
In a bid to breathe new life into locally” labelling, which has been
economics and business, Guardian, The Telegraph
producing content for BBC and Professional a creaking system, significant deemed a barrier to better recy-
World News, CNN and Engineering. intervention is expected in the cling. A deposit return scheme for
Time magazine. form of policy and fiscal drivers, single-use drinks containers and a
amid great expectations within tax on plastic packaging with less
Jim McClelland Giselle La the industry. Some are calling it a than 30 per cent recycled content
Sustainable futurist, Pompe-Moore once-in-a-generation opportunity is also in the strategy.
speaker and writer, his Freelance beauty and
specialisms include built wellness writer, her work to revitalise recycling and use of UK reprocessors have long been lob-
environment, corporate has been published in resources, counter littering and bying for changes to the current PRN
social responsibility and Stylist, i-D, Byrdie, Who give a significant push towards a system, which they believe incentiv-
ecosystem services. What Wear and more. circular economy. ises materials being sent abroad.
“This comes after the UK parlia- “One of the biggest risks in the
Sharon ment declared a climate emergency churn out. UK companies currently on the market is easily recyclable,” redesign is that we see an increase
Thiruchelvam and the Committee on Climate experience lower costs for compli- says Simon Ellin, chief executive of in costs for producers and ulti-
Writer specialising in
Change recommended that the ance compared with producers in the Recycling Association. mately consumers, but a failure to
culture and innovation,
she contributes to The country aims for net zero carbon many other European countries. “If we get the system right, con- improve our existing recycling sys-
Independent, i-D, Vice emissions by 2050,” explains Ben It means that only 10 per cent sumers will have easy labelling tem,” says Robbie Staniforth, head
and Forbes. Stansfield, partner at law firm of the costs for recycling schemes that tells them the packaging is of policy at Ecosurety.
Gowling WLG. “There is phenome- come from producers themselves recyclable, what bin to put it in “A well-designed scheme will rec-
nal momentum here. I think a lot of through compliance systems, and then we will get much higher- ognise the true costs of packaging,
what’s being proposed by the gov- such as packaging recovery notes, quality recycled material to be as well as the costs of a transpar-
ernment will be adopted.” or PRNs, which provide evidence used in new products.” ent, effective recycling system. We
And there’s a need for change. waste packaging material has been At present there are many vari- must create a level playing field
Recycling rates have plateaued in recycled into a new product; the ables involving a mind-boggling for all involved, as well as provide
Publishing manager Head of production the UK. We still have a system that rest is funded by local authorities array of local authority collections extra funding to local authorities,
Let’s make packaging
Ellen Shannon Justyna O'Connell favours exporting 50 per cent of and central government. and packaging with highly varia- which are a critical cog in the recy-
our waste with limited incentives “We have been calling for waste ble recycling qualities. Complexity cling machine.”
Associate editor Digital content executive
for domestic reprocessing. The sys- producers to pay for their recycling hinders the system, but this could All this is likely to require com-
Peter Archer Fran Cassidy
tem of collection is complicated, for many years now. What this should change. “A well-designed scheme plicated manoeuvres in industry,
Managing editor Design localised and fails to provide local do is force manufacturers and retail- needs to be simple for everyone to including mechanisms that trans-
for a sustainable world.
Benjamin Chiou Joanna Bird authorities with enough financial ers to ensure the packaging they put understand,” says Mr Ellin. fer the cost of recycling to those
Grant Chapman
Commissioning editor support. At the same time, a lot of who produce packaging in the first
Sara Gelfgren
Elaine Zhao useable packaging and materials place. Agreement from each link
Kellie Jerrard
still end up in landfill. A lack of RECYCLING RATES HAVE PL ATEAUED in the supply chain and co-ordina-
Harry Lewis-Irlam
Celina Lucey accountability and transparency is tion will be crucial to make a new,
Household waste recycling rates in England
Samuele Motta also apparent. consistent system work.
As leaders in sustainable packaging, we are harnessing our expertise Head of design
“The government feels the exist- 50% “It is vital businesses start pre-
ing regulations do not deliver what paring now,” says Mr Honcoop.
Tim Whitlock
in design, innovation and recycling to develop the most sustainable we want them to do in the future “We’ve already seen an increase in
and to help the UK meet more the cost of complying with pack-
packaging solutions for our customers and our planet. Although this publication is funded through advertising and challenging targets for recycling,
40%
aging regulations over the last 12
sponsorship, all editorial is without bias and sponsored features as well as increase the revenue months and, without changes in
are clearly labelled. For an upcoming schedule, partnership that comes from the system,” says behaviour of how businesses view
30%
inquiries or feedback, please call +44 (0)20 3877 3800 or David Honcoop, managing direc- their packaging obligations, the
Join us to create Better Planet Packaging. email info@raconteur.net tor of Clarity Environmental. new proposals could have huge
Department for Environment,
Raconteur is a leading publisher of special-interest content and
Visit smurfitkappa.com The Resources and Waste Strategy
20%
implications.”
Food & Rural Affairs 2018
research. Its publications and articles cover a wide range of topics,
is the 124-page blueprint from the A year after BBC TV’s Blue Planet
including business, finance, sustainability, healthcare, lifestyle and
technology. Raconteur special reports are published exclusively in Department for Environment, II and the subsequent back-
The Times and The Sunday Times as well as online at raconteur.net Food and Rural Affairs, which lash against plastic, consumers
10%
P A P E R | P A C K A G I N G | S O LU T I O N S The information contained in this publication has been obtained will evolve into new laws soon. are already aligning themselves
from sources the Proprietors believe to be correct. However, In the process, everybody will be with brands that take this issue
no legal liability can be accepted for any errors. No part of this impacted in some way. seriously. “By embracing change,
LSE:SKG publication may be reproduced without the prior consent of the 0%
At its core is the “polluter pays” producers will be protecting
2001–02
2003–04
2005–06
2007–08
2009–10
2011–12
2013–14
2015–16
2017–18
Publisher. © Raconteur Media
principle. Businesses can expect the future of their business as
so-called extended producer respon- well as the environment,” Mr
@raconteur /raconteur.net @raconteur_london sibilities for the packaging they Staniforth concludes.
raconteur.net /future-packaging-2019
04 FUTURE OF PACK AGING RACONTEUR.NET 05
Commercial feature
Nick Easen
here are many strange and Amazon set the scene years they control the relationship with
T
Illuminating a problem:
internet phenomena, but ago. Now it could be Revolution the customer, beta-testing new
unboxing videos tops Beauty, BrewDog, HelloFresh or packaging rapidly.
them all. They’ve skyrocketed in Graze. What can seem like ordi- “It used to take 15 days to engage
popularity on YouTube; 129 mil- nary consumer products, from with a buyer who was express-
most packaging isn’t light protected
lion web-page references isn’t to be simple ingredients to razors, are ing negativity after experiencing
sniffed at nor is a growing move- being presented as extraordinary issues; that’s down to 48 hours
ment on social media. Unwrapping through one important medium: with the advanced statistical anal-
a subscription box, smartphone, their packaging. ysis, which helps identify any nee-
make-up, even vegetables: that “It is the store front, experience, dle in a haystack of responses,”
DIRECT TO CONSUMER so-called moment of truth brings service and product for direct- says Mr Smith.
supposed rapturous joy to some. to-consumer or D2C brands. It Packaging by direct-to-consumer
Protecting packaged food and drink
Breathing
Online shopping brands are replaces the store as the place brands has been innovative on the
injecting fresh vitality into packag- where an emotional relationship sustainability front too. Riverford products from damaging light is now a
ing. Take Lifebox, which supplies is made and reinforced every time Organic Farmers supplies weekly
healthy snacks and wellness prod- with the customer,” says Michelle vegetable and meat boxes to peo- measurable science
new life into
ucts each month to a fanbase in the Du Prât, executive strategy direc- ple’s doorsteps. It’s one of the first
UK. Their smart cardboard box, tor at Household. companies in the UK to use com- rying over spilt milk is one are aware of this problem. This infor-
with specially folded tissue paper, It comes at a time when online postable nets made from forestry C thing, but you’re more likely mation gap needs to be addressed.
is carefully curated. You don’t want retail is red hot. Almost nine waste and collects all the boxes to shed a tear over the “The issue isn’t well understood
packaging
too much space, it might feel a bit out of ten UK consumers are on it delivers. packaging when you hear that most by consumers, but the industry has
empty; too small a box and sub- Amazon, while more than £12 bil- “We’re able to invest in pack- of what we use doesn’t stop milk known for years that light dam-
scribers feel hard done by, and it lion was spent on online groceries aging that can be reused, up to degrading rapidly; the same is true ages milk and other organic liquids,”
has to be “Instagramable”. in 2018; it’s one of the fastest-grow- ten times for some of our boxes. of olive oil or plant-based drinks. explains Divya Chopra, chief execu-
“The box and wrapping are ing channels, according to Mintel. Reuse is far more sustainable than Light penetrates most packaging; in tive of Noluma International, a state-
integral to the experience,” In Germany, online shopping is recycling after a single use,” says milk it can affect the taste and smell of-the-art light protection technical
With packaging now a vital part of the product says Lifebox managing director almost universal. It means pack- Greg Penn, Riverford’s recipe box within 15 minutes, while some vita- services and certification startup.
Howard Rawlings. “The doorstep aging is no longer shackled by commercial manager. mins degrade in half an hour. “When the public is aware of the issue,
proposition, innovative brands in the online opening must feel valuable, as well in-store shelf space or constraints “As we’re in control of the prod- Although people know of sunlight they want to do something about it.
direct-to-consumer (D2C) market are giving as surprise and delight every time;
subscribers must believe they are
along the supply chain.
“D2C packaging doesn’t need
uct from field to doorstep, we can
ensure the packaging is fit for pur-
damage, a minimum number of con-
sumers understand the damaging
It’s of grave concern and we need to
do something.”
customers more than just a product, they’re using getting value for money. We add a
ribbon round the box if it’s gifted
to say ‘buy me’ like it does in a
supermarket aisle either, so the
pose. We also don’t add superflu-
ous packaging to help sell products
effect of indoor light on taste, quality
and nutrients. At the same time, 90
Indoor lighting in supermarkets and
even fridge lights degrade nutrients in
packaging to deliver an experience to make it feel even more special.” opportunities to innovate and as it’s not sat on a shelf and a cus- per cent of UK dairy farmers polled milk, penetrating many types of pack-
They aren’t the take a competitive advantage are tomer has already made the deci- aging. Some nutrients, in particular
only ones. there to be exploited,” says Paul sion to purchase it.” vitamin B2 (riboflavin) and proteins,
Apple Jenkins, managing director of D2C brands that use so-called can decrease by 28 per cent after just
ThePackHub. “Packaging is now conversational commerce can also 20 minutes of being exposed, accord-
an integrated part of the product help educate people about sustain- ing to scientific research from Cornell
proposition. The aim is to engage ability issues. At Riverford they’ve University in the United States.
people in meaningful ways.”
The biggest challenge for
introduced leaflets highlighting
this in their boxes. “These explain
Light damages After two hours, fresh milk exposed
to LED lighting, the type now common
online brands is to resist not only what the packaging is packaged goods in supermarkets, begins to lose
vitamin A and after 16 hours, milk
a lot faster than
homogenisation, as well as made from and what to do with it
push for intelligent design, when it’s finished, but also why we found in a conventional bottle will
one that speaks of brand have to use it,” says Mr Penn. we realise have half the vitamin A it started with.
personality and tells a story. Splosh, which sells laundry prod- In fact, damage to nutrition comes
After all, the bar has been ucts via a subscription box online, from all types of light, natural as well
set high by some compa- claims to cut plastic packaging Protein levels in milk can as fluorescent tubes, and occurs of expert taste testers and time-con- light can easily penetrate other mate- with companies in Europe and the UK
28%
nies and we now live in an waste by 90 per cent when you drop by up to... before the expiry date of the prod- suming lab analysis. rials,” says Dr Chopra. to test and develop new packaging. A
era of great consumer expec- return their containers. This is uct. It often means consumers aren’t Noluma uses a photosensitive The US-based company gives its cer- US campaign with Jersey Girls Dairy in
tation. There are many reports another D2C, digital brand looking getting the nutrients the product sup- marker ingredient inside a test solu- tification to packaging that achieves Vermont saw sales triple in a month,
of packaging being so good that to meet consumers’ growing needs posedly contains. tion and exposes the package to an LPF high enough to block damaging after the launch of its light-protected
it doesn’t even get thrown away. for environmentally responsible “Light damages packaged goods a intense light. The test replicates two light, whether it’s yoghurt, milk, cheese, packaging, when consumers saw meas-
“The issue is that D2C brands can packaging. Smol, maker of laundry lot faster than we realise. The vast weeks of light exposure in less than olive oil, coffee, cosmetics or plant- urable improvements in milk quality.
often lose significant parts of their detergents, has similar aims. majority of materials we use to con- two hours. Scientists then measure based drinks that degrade with light. As the company doesn’t sell pack-
profitability in packaging. It is a In the future, innovation observed after just 20 minutes of tain our food does little to protect it the degree to which the marker is A Noluma marque is then displayed aging, it can objectively collaborate
higher proportional cost of goods in direct-to-consumer and online light exposure fully. These days most packaging has broken down. In the case of dairy, the on the container; it means that a prod- with consumer goods companies or
sold compared to shipping a pal- brands could spur on change else- been created as a low-cost solution. marker is riboflavin, vitamin B2; for uct’s freshness, nutrition, efficacy and their convertors to find the best way to
Cornell University report
let of items out to retail stores,” where. “As we become the early If consumers value fresh food and the olive oil, chlorophyll is used. sensory qualities will be fully protected enhance the light protection of pack-
explains Paul Smith, SAP’s cus- adopters, a better way of packing preservation of nutrients in dairy and “We calculate an LPF for companies from light damage. aging while meeting other goals, such
90%
tomer experience global industry should trickle through to the tradi- other drinks, as well as olive oil, things that is dependent on the light prop- “Our certification is an assurance to as environmental sustainability.
principal for consumer products. tional retail environment,” says Mr need to change,” says Dr Chopra, erties of the product being sold. We both end-consumers and industry that “Food waste is a massive issue glob-
What it does mean is that direct- Penn. “But this is largely driven by whose company has a new certifica- can then advise them on whether their the product is fully protected against ally. In the UK, it’s a £20-billion a year
to-consumer, digital brands invest consumer demand. If the traditional tion for light-protection in packaging. containers are suitable and guide them light damage. We hope that custom- problem, with 490 million pints of milk
more time, money and effort in retailers believe there’s a commer- “What’s happening now is that the efficiently to a better design. People ers will begin to value the marque over or eighteen and a half pints per house-
how a product is housed. They’re cial benefit to reducing their envi- technology to measure light protec- are surprised. Not all opaque material time and demand its use on packaging hold lost per annum,” says Dr Chopra.
also able to innovate quicker than ronmental impact based on cus- of farmers know that light tion is accessible. We can now bench- is light protected. Rays pass through as a mark of trust. A lot of current pack- “Exposure to light degrades milk’s
many traditional players since tomer opinion, then they’ll do it.” damages milk mark packaging designs and materials a polystyrene cup for instance, while aging isn’t protecting food and drink quality and freshness before its
with an affordable test that gives a damaging ultra-violet and infra-red items adequately, and the materials expiration date, in some cases up
Once educated about the reading within hours.” used are inconsistent,” says Dr Chopra. to 20 times faster than if it were in
damaging effects of indoor Launched last year, Noluma is the “There is also not an abundance of light-protected and certified bottles.
light on dairy milk… only company to develop a patented, light-protected packaging out there. Noluma’s testing can definitely make a
55%
state-of-the-art technology that cal- This will change. We’re on a mission to difference to our growing mountain of
ibrates the light protection capacity engage consumers across the globe waste. It’s time for a change.”
of packaging in relation to content about this issue. We’re hoping con-
change. The company is unique in sumer packaged goods companies
that it assigns a light protection factor worldwide will also step up, get tested
[Packaging] is the store front, experience, (LPF), a bit like the SPF rating you see Just because a bottle looks and then deploy effective light-pro- For more information please go to
service and product for direct-to-consumer or of consumers say supermarkets used in sun creams. This factor is not white and says light-protected tected packaging, as well as use the www.lightdamageisreal.co.uk
should proactively look to only dependent on the packaging, but certification to differentiate them-
D2C brands. It replaces the store as the place package milk produce in ‘light the product it contains. does not mean it is; like an SPF selves in the marketplace.”
where an emotional relationship is made and protected’ packaging The test is objective, quantitative,
reliable and more accurate than con-
of 10, contents can still get Noluma has been working with a
number of key dairy players in North
reinforced every time with the customer CensusWide survey ducting a costly evaluation with a panel damaged. Trust certification America and China, and is also in talks04 FUTURE OF PACK AGING RACONTEUR.NET 05
Commercial feature
Nick Easen
here are many strange and Amazon set the scene years they control the relationship with
T
Illuminating a problem:
internet phenomena, but ago. Now it could be Revolution the customer, beta-testing new
unboxing videos tops Beauty, BrewDog, HelloFresh or packaging rapidly.
them all. They’ve skyrocketed in Graze. What can seem like ordi- “It used to take 15 days to engage
popularity on YouTube; 129 mil- nary consumer products, from with a buyer who was express-
most packaging isn’t light protected
lion web-page references isn’t to be simple ingredients to razors, are ing negativity after experiencing
sniffed at nor is a growing move- being presented as extraordinary issues; that’s down to 48 hours
ment on social media. Unwrapping through one important medium: with the advanced statistical anal-
a subscription box, smartphone, their packaging. ysis, which helps identify any nee-
make-up, even vegetables: that “It is the store front, experience, dle in a haystack of responses,”
DIRECT TO CONSUMER so-called moment of truth brings service and product for direct- says Mr Smith.
supposed rapturous joy to some. to-consumer or D2C brands. It Packaging by direct-to-consumer
Protecting packaged food and drink
Breathing
Online shopping brands are replaces the store as the place brands has been innovative on the
injecting fresh vitality into packag- where an emotional relationship sustainability front too. Riverford products from damaging light is now a
ing. Take Lifebox, which supplies is made and reinforced every time Organic Farmers supplies weekly
healthy snacks and wellness prod- with the customer,” says Michelle vegetable and meat boxes to peo- measurable science
new life into
ucts each month to a fanbase in the Du Prât, executive strategy direc- ple’s doorsteps. It’s one of the first
UK. Their smart cardboard box, tor at Household. companies in the UK to use com- rying over spilt milk is one are aware of this problem. This infor-
with specially folded tissue paper, It comes at a time when online postable nets made from forestry C thing, but you’re more likely mation gap needs to be addressed.
is carefully curated. You don’t want retail is red hot. Almost nine waste and collects all the boxes to shed a tear over the “The issue isn’t well understood
packaging
too much space, it might feel a bit out of ten UK consumers are on it delivers. packaging when you hear that most by consumers, but the industry has
empty; too small a box and sub- Amazon, while more than £12 bil- “We’re able to invest in pack- of what we use doesn’t stop milk known for years that light dam-
scribers feel hard done by, and it lion was spent on online groceries aging that can be reused, up to degrading rapidly; the same is true ages milk and other organic liquids,”
has to be “Instagramable”. in 2018; it’s one of the fastest-grow- ten times for some of our boxes. of olive oil or plant-based drinks. explains Divya Chopra, chief execu-
“The box and wrapping are ing channels, according to Mintel. Reuse is far more sustainable than Light penetrates most packaging; in tive of Noluma International, a state-
integral to the experience,” In Germany, online shopping is recycling after a single use,” says milk it can affect the taste and smell of-the-art light protection technical
With packaging now a vital part of the product says Lifebox managing director almost universal. It means pack- Greg Penn, Riverford’s recipe box within 15 minutes, while some vita- services and certification startup.
Howard Rawlings. “The doorstep aging is no longer shackled by commercial manager. mins degrade in half an hour. “When the public is aware of the issue,
proposition, innovative brands in the online opening must feel valuable, as well in-store shelf space or constraints “As we’re in control of the prod- Although people know of sunlight they want to do something about it.
direct-to-consumer (D2C) market are giving as surprise and delight every time;
subscribers must believe they are
along the supply chain.
“D2C packaging doesn’t need
uct from field to doorstep, we can
ensure the packaging is fit for pur-
damage, a minimum number of con-
sumers understand the damaging
It’s of grave concern and we need to
do something.”
customers more than just a product, they’re using getting value for money. We add a
ribbon round the box if it’s gifted
to say ‘buy me’ like it does in a
supermarket aisle either, so the
pose. We also don’t add superflu-
ous packaging to help sell products
effect of indoor light on taste, quality
and nutrients. At the same time, 90
Indoor lighting in supermarkets and
even fridge lights degrade nutrients in
packaging to deliver an experience to make it feel even more special.” opportunities to innovate and as it’s not sat on a shelf and a cus- per cent of UK dairy farmers polled milk, penetrating many types of pack-
They aren’t the take a competitive advantage are tomer has already made the deci- aging. Some nutrients, in particular
only ones. there to be exploited,” says Paul sion to purchase it.” vitamin B2 (riboflavin) and proteins,
Apple Jenkins, managing director of D2C brands that use so-called can decrease by 28 per cent after just
ThePackHub. “Packaging is now conversational commerce can also 20 minutes of being exposed, accord-
an integrated part of the product help educate people about sustain- ing to scientific research from Cornell
proposition. The aim is to engage ability issues. At Riverford they’ve University in the United States.
people in meaningful ways.”
The biggest challenge for
introduced leaflets highlighting
this in their boxes. “These explain
Light damages After two hours, fresh milk exposed
to LED lighting, the type now common
online brands is to resist not only what the packaging is packaged goods in supermarkets, begins to lose
vitamin A and after 16 hours, milk
a lot faster than
homogenisation, as well as made from and what to do with it
push for intelligent design, when it’s finished, but also why we found in a conventional bottle will
one that speaks of brand have to use it,” says Mr Penn. we realise have half the vitamin A it started with.
personality and tells a story. Splosh, which sells laundry prod- In fact, damage to nutrition comes
After all, the bar has been ucts via a subscription box online, from all types of light, natural as well
set high by some compa- claims to cut plastic packaging Protein levels in milk can as fluorescent tubes, and occurs of expert taste testers and time-con- light can easily penetrate other mate- with companies in Europe and the UK
28%
nies and we now live in an waste by 90 per cent when you drop by up to... before the expiry date of the prod- suming lab analysis. rials,” says Dr Chopra. to test and develop new packaging. A
era of great consumer expec- return their containers. This is uct. It often means consumers aren’t Noluma uses a photosensitive The US-based company gives its cer- US campaign with Jersey Girls Dairy in
tation. There are many reports another D2C, digital brand looking getting the nutrients the product sup- marker ingredient inside a test solu- tification to packaging that achieves Vermont saw sales triple in a month,
of packaging being so good that to meet consumers’ growing needs posedly contains. tion and exposes the package to an LPF high enough to block damaging after the launch of its light-protected
it doesn’t even get thrown away. for environmentally responsible “Light damages packaged goods a intense light. The test replicates two light, whether it’s yoghurt, milk, cheese, packaging, when consumers saw meas-
“The issue is that D2C brands can packaging. Smol, maker of laundry lot faster than we realise. The vast weeks of light exposure in less than olive oil, coffee, cosmetics or plant- urable improvements in milk quality.
often lose significant parts of their detergents, has similar aims. majority of materials we use to con- two hours. Scientists then measure based drinks that degrade with light. As the company doesn’t sell pack-
profitability in packaging. It is a In the future, innovation observed after just 20 minutes of tain our food does little to protect it the degree to which the marker is A Noluma marque is then displayed aging, it can objectively collaborate
higher proportional cost of goods in direct-to-consumer and online light exposure fully. These days most packaging has broken down. In the case of dairy, the on the container; it means that a prod- with consumer goods companies or
sold compared to shipping a pal- brands could spur on change else- been created as a low-cost solution. marker is riboflavin, vitamin B2; for uct’s freshness, nutrition, efficacy and their convertors to find the best way to
Cornell University report
let of items out to retail stores,” where. “As we become the early If consumers value fresh food and the olive oil, chlorophyll is used. sensory qualities will be fully protected enhance the light protection of pack-
explains Paul Smith, SAP’s cus- adopters, a better way of packing preservation of nutrients in dairy and “We calculate an LPF for companies from light damage. aging while meeting other goals, such
90%
tomer experience global industry should trickle through to the tradi- other drinks, as well as olive oil, things that is dependent on the light prop- “Our certification is an assurance to as environmental sustainability.
principal for consumer products. tional retail environment,” says Mr need to change,” says Dr Chopra, erties of the product being sold. We both end-consumers and industry that “Food waste is a massive issue glob-
What it does mean is that direct- Penn. “But this is largely driven by whose company has a new certifica- can then advise them on whether their the product is fully protected against ally. In the UK, it’s a £20-billion a year
to-consumer, digital brands invest consumer demand. If the traditional tion for light-protection in packaging. containers are suitable and guide them light damage. We hope that custom- problem, with 490 million pints of milk
more time, money and effort in retailers believe there’s a commer- “What’s happening now is that the efficiently to a better design. People ers will begin to value the marque over or eighteen and a half pints per house-
how a product is housed. They’re cial benefit to reducing their envi- technology to measure light protec- are surprised. Not all opaque material time and demand its use on packaging hold lost per annum,” says Dr Chopra.
also able to innovate quicker than ronmental impact based on cus- of farmers know that light tion is accessible. We can now bench- is light protected. Rays pass through as a mark of trust. A lot of current pack- “Exposure to light degrades milk’s
many traditional players since tomer opinion, then they’ll do it.” damages milk mark packaging designs and materials a polystyrene cup for instance, while aging isn’t protecting food and drink quality and freshness before its
with an affordable test that gives a damaging ultra-violet and infra-red items adequately, and the materials expiration date, in some cases up
Once educated about the reading within hours.” used are inconsistent,” says Dr Chopra. to 20 times faster than if it were in
damaging effects of indoor Launched last year, Noluma is the “There is also not an abundance of light-protected and certified bottles.
light on dairy milk… only company to develop a patented, light-protected packaging out there. Noluma’s testing can definitely make a
55%
state-of-the-art technology that cal- This will change. We’re on a mission to difference to our growing mountain of
ibrates the light protection capacity engage consumers across the globe waste. It’s time for a change.”
of packaging in relation to content about this issue. We’re hoping con-
change. The company is unique in sumer packaged goods companies
that it assigns a light protection factor worldwide will also step up, get tested
[Packaging] is the store front, experience, (LPF), a bit like the SPF rating you see Just because a bottle looks and then deploy effective light-pro- For more information please go to
service and product for direct-to-consumer or of consumers say supermarkets used in sun creams. This factor is not white and says light-protected tected packaging, as well as use the www.lightdamageisreal.co.uk
should proactively look to only dependent on the packaging, but certification to differentiate them-
D2C brands. It replaces the store as the place package milk produce in ‘light the product it contains. does not mean it is; like an SPF selves in the marketplace.”
where an emotional relationship is made and protected’ packaging The test is objective, quantitative,
reliable and more accurate than con-
of 10, contents can still get Noluma has been working with a
number of key dairy players in North
reinforced every time with the customer CensusWide survey ducting a costly evaluation with a panel damaged. Trust certification America and China, and is also in talks06 FUTURE OF PACK AGING RACONTEUR.NET 07
Commercial feature
3
MATE RIAL S The fast-growth tree species that One of the beneficiaries of the back-
go into pulp production, the base for lash against plastic packaging is CONCERNS WITH
Public attitudes
cardboard, are very thirsty, result- glass. This time-honoured alternative NON-PL ASTIC
ing in water shortages, she adds. is seeing a steady demand growth in ALTERNATIVES COCA-COL A PL ASTIC BOT TLES ARE LIGHTER THAN EVER ALL COCA-COLA BOTTLES AND CANS IN GREAT BRITAIN ARE 100% RECYCLABLE
Smallholder farmers can also find a range of sectors, from food and bev-
themselves displaced by large-scale erage to cosmetics, perfumery and
100%
to non-plastics 40%
commercial forestation. pharmacy, according to the European Light-weighting the 500ml PET bottle... Recycled content use in all
In response, the pulp and forestry Container Glass Federation (Feve). packaging (plastic, aluminium
industries have developed a vari- As with cardboard, glass has the recyclable plastic and glass)
ety of sustainability certification benefit of being highly recyclable.
2010
still need work 30%
schemes to demonstrate their efforts Furthermore, using existing glass in
to mitigate such negative impacts. the manufacturing process allows for
The best-known certification a lower melting temperature, which of all industrial
is run by the Forest Stewardship in turn lead leads to lower energy-re- wood traded
globally is used
Council. Certified producers are lated emissions.
in the pulp and
required to show they meet ten core Yet the carbon intensity of glass pro- paper industries
rules, which cover everything from duction still remains high. The con-
Backlash against unrecyclables is pressing avoiding environmental damage to tainer and flat glass industries, which WWF 2019
36.0g 26.0g 24.0g 19.9g 2018
39%
companies and consumers to search for 50%
respect for indigenous lands. account for 80 per cent of all glass,
60
Conservation charity WWF has emit more than 60 million tonnes of
alternatives. While card, glass and cotton gone one step further, developing carbon emissions a year, according to 1994 2006 2009 2016 recycled content in
packaging may be greener options, experts say
a set of good management princi- Global Efficiency Intelligence.
m PET bottles by 2020
tonnes
ples specifically for the pulp and Energy efficiency measures are
paper industry. The New Generation slowly helping bring this down
a change in consumer understanding is still
25%
Plantations (NGP) initiative pushes over recent years. In Europe, for
annual level of
needed in order to be truly sustainable participating companies to learn
from one another about how best to
instance, almost all glass factories
are now equipped with natural gas
carbon emissions Coca-Cola uses plastic World Without Waste -
created by the packaging because it is Coca-Cola has a goal recycled content in
address challenging issues. as opposed to more polluting fossil container and flat lighter, can be resealed, has to collect and recycle
As a basic starting point, planta- fuels such as diesel. glass industries PET bottles in 2018
a lower carbon footprint, the equivalent of every
tions should never replace natural The European glass industry annu- and a lower impact on the bottle or can it sells
Global Efficiency Intelligence 2018
7k
forests, according to NGP. Ideally, ally invests €610 million in waste heat environment if recycled. globally by 2030.
Oliver Balch
they would also be established recovery systems and other decar-
on degraded areas with low con- bonising measures, says Feve spokes-
ardboard should be the Plantations might be good for servation value and would make person Michael Delle Selve. The result
C
dream packaging product. the climate, “carbon sinks” the a positive contribution to local has been a 5 per cent reduction in car-
Is this our chance to stop
And in many ways it is. It’s scientists like to call them, but people’s lives. bon emissions over the last decade.
light while strong, easy to recycle they aren’t nearly as great for the An illustrative example is the For ethical water brand Belu, collections, including those in our for consumers to recycle. There are
and dependent on those great cli- local habitat or, very often, for Brazilian pulp and paper firm which gives 100 per cent of its prof- number of times towns, cities, offices, transport hubs plenty of return points in supermar-
a cotton tote bag and in the community.”
mate regulators: trees. local communities. Fibria, which works with local char- its to WaterAid, the focus should be kets, offices and transport hubs,” says
plastic becoming waste?
needs to be used
It’s what happens before your “Plantations are constantly ities in the south of Brazil to help on avoiding single-use packaging One of the issues that Coca-Cola Mr Brown.
for it to become
boxed-up Amazon purchase lands expanding into new territories, establish community-owned tree wherever possible, be it glass or plas- a greener option faces in the UK is sourcing more “Any new scheme should be con-
on your doorstep that’s the prob- where biodiversity is replaced with nurseries. Another is Finland’s tic; Belu uses both. than plastic food-grade recycled plastic so it sistent across Britain and well com-
lem. At the crux of the issue are monocultures of trees,” says Maria Stora Enso, which has set aside In a frank admission, Belu’s chief can increase the amount of recycled municated to the public. Retailers
Ministry for
commercial timber plantations, Ehrnström-Fuentes, a forestry spe- more than 100,000 hectares of its executive Karen Lynch says the best Environment and Food
plastic in its bottles. “Moving towards and supermarkets must be paid to run
many of which are now located in cialist at the Hanken School of concession in Brazil’s Atlantic rain- option for eco-conscious consumers a circular economy is the goal and efficient collection points. The whole
Combating packaging waste through a circular
of Denmark 2018
the global south. Economics in Finland. forest for conservation. is to drink tap or filtered water from we applaud the fact that the UK gov- scheme should be well financed and
a refillable, non-plastic bottle.
“You may give yourself a big high Cotton Initiative (BCI). This indus-
economy of reusing and recycling plastic must be a ernment is now reviewing its current
strategy,” says Mr Brown.
managed by a not-for-profit organ-
isation and owned and operated by
A cotton
five for being plastic free, but you try-backed group works with almost
top priority for government and industry Mid-May saw the end of the industry. It should also be set clear
Bloomberg / Getty Images
plantation could triple or even quadruple two million farmers around the world, first consultation round for the collection targets by government to
the carbon emissions created if encouraging them to adopt more sus- Department for Environment, Food deliver the best possible environ-
you opt for a switch to single-use tainable practices, such as using less and Rural Affairs, and its resources mental outcomes.”
glass,” she says. water and fewer chemicals. and waste strategy. New interven- There is certainly industry con-
Meanwhile, if there’s one single Even so, less than 20 per cent of tions could come in three key areas: sensus for a more standardised and
item that earns the universal ire of cotton is currently grown in a way ankind has a big challenge sells by 2030. In Great Britain the collection. Over the last 20 years, UK consistency of household recycling; effective collection system across
environmentalists, it is the single-use that actively protects people and M with plastic packaging. On packaging it uses is 100 per cent local authorities have done a fantas- extended producer responsibil- Britain. This will require a new model
plastic bag. For many, cotton tote bags the planet, says BCI chief operating the one hand, too much recyclable and its bottles contain tic job collecting recyclable materials ity; and a deposit return scheme for for local authorities to run kerbside
are seen as a more sustainable alter- officer Lena Staafgard. “BCI seeks to ends up as litter, in landfills and in up to 25 per cent recycled plastic from our households, but there’s a drinks containers. At the same time, a recycling schemes. It will also mean
native. But are they? change this and is striving to trans- our oceans. Yet, on the other, plastic or plant-based material, making it patchwork of systems, it’s not cohe- tax on single-use plastics packaging, significant change for businesses,
Not if a recent study commissioned form cotton production from the can be a highly sustainable and dura- the largest user of recycled plastic sive and we need to move it to the with less than 30 per cent recycled retailers and the public.
by the Danish government is to be ground up,” she says. ble packaging material that’s easy to in the food and drink industry. It next level.” content, is being considered. “We’re very optimistic about the
believed. Cotton bags need to be used For now, however, even purvey- recycle and reuse. It also has a signif- has committed to get that to 50 per In Britain, the company offers con- “Any new schemes will need to be potential changes and welcome this
around seven thousands times to ors of tote bags are wary of overly icantly lower carbon footprint than cent recycled plastic in all its plastic sumers more than 80 drinks across carefully thought through. We under- once-in-a-generation opportunity to
become a greener option than plastic, endorsing them. Few companies are glass or aluminium. bottles by 2020. 20 different brands. “We use our stand that packaging producers reform the current packaging recov-
according to the study. more eco-aware than Rotterdam- The impact plastic waste is having on “Ultimately, we don’t want any of brands to encourage more people and industry will need to contribute ery and recycling system,” Mr Brown
Why? Because cotton is a thirsty, based Bio Futerra, a wholesale the environment and wildlife is now our packaging to end up in hedge- to recycle with messages on bot- more. We also want to see a step- concludes. “We want to work with
land-hungry crop that typically provider of plant-based packag- the hottest of topics, headlining the rows as litter, in our seas as plastic tles and through our adverts that change in the quality and quantity others to achieve a thriving circular
requires large volumes of pol- ing products. On its product list consumer and business agenda world- pollution or in landfill as a wasted encourage and incentivise people of recycled packaging material avail- economy so we can make the most
luting fertilisers and pesticides. are Fairtrade-certified cotton bags wide. Its effects can be damaging, at resource. It’s unacceptable. It’s time to do the right thing after they’ve able to manufacturers like us,” says of our valuable resources. Policy
Infrastructure for recycling cotton is made from at least 70 per cent the same time it’s a lost resource. The we rethink plastics and packaging enjoyed their drink. The next big Mr Brown. Ideally Coca-Cola wants to changes will also drive investment in
also scarce. organic cotton. challenge is how we move to a circular within society,” says Mr Brown. challenge is to increase recovery see this material reprocessed here in recycling infrastructure. The future
Leading the charge in making cot- “Under no circumstances do we economy where every piece of packag- According to the United Nations rates, which is currently less than 60 Britain too. looks bright.”
ton more sustainable is the Better want to mitigate consumer con- ing is designed to be reused and actu- Environment Programme, global mate- per cent for plastic bottles,” says Mr “There is a lot of interest in a
cerns about the environmental foot- ally gets recycled. rials use is three times more than it Brown. “There’s a real opportunity well-designed deposit return scheme
print of cotton in general; we rather It’s a challenge Coca-Cola isn’t shying was in 1970 and is expected to double here, especially beyond household for bottles where consumers pay a For more details please go to
encourage our customers to ask crit- away from. “We’ve made good pro- by 2050. Therefore, there’s a growing surcharge at the point of sale, which is www.coca-cola.co.uk/sustainability
ical questions about our products gress, but a lot more needs to be done. need to keep plastic that’s currently then returned when the can or bottle
and their impact,” says Ekaterina Making packaging as sustainable as in circulation in a closed-loop system, is recovered,” he adds.
Smid-Gankin, sustainability con- possible is now a crucial goal for many where recyclable products are used, Around the world, Coca-Cola par-
Less than 20 per sultant for Bio Futerra. businesses. Innovation is essential,” collected, and used again and again. ticipates in more than 40 differ-
Ms Smid-Gankin says finding says Nick Brown, head of sustainability This is necessary to reduce the amount ent deposit return schemes and has
cent of cotton is zero-impact packaging solutions is, at Coca-Cola European Partners, the of new materials being used. extensive experience in their set-up
currently grown in as yet, not possible. That’s as true for manufacturer of Coca-Cola drinks in “A world without waste is possi- We welcome this once-in-a- and operation, working with govern-
cardboard and glass as it is for cot- Britain and western Europe. ble. Having some of the most widely ment and others in industry to recover
a way that actively ton. Even so, anything is better than Globally, The Coca-Cola Company’s distributed and visible brands in the generation opportunity to more containers for recycling.
protects people and plastic, she maintains. Her core
message: “Reuse, reuse, reuse and,
World Without Waste initiative
includes an ambitious goal to recover
world means we have a responsibility
to aim for this goal,” says Mr Brown.
reform the current packaging “The best schemes are in north-
ern Europe, including Norway and
the planet where possible, reuse again.” and recycle a bottle for every one it “A major opportunity is in better recovery and recycling system Sweden, where they make it easyYou can also read
