FUTURE OF PACKAGING - Two Sides Germany
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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
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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,
Ellen Shannon Justyna O'Connell favours exporting 50 per cent of and central government. and packaging with highly varia- which are a critical cog in the recy-
our waste with limited incentives “We have been calling for waste ble recycling qualities. Complexity cling machine.”
Associate editor Digital content executive
for domestic reprocessing. The sys- producers to pay for their recycling hinders the system, but this could All this is likely to require com-
Peter Archer Fran Cassidy
tem of collection is complicated, for many years now. What this should change. “A well-designed scheme plicated manoeuvres in industry,
Managing editor Design localised and fails to provide local do is force manufacturers and retail- needs to be simple for everyone to including mechanisms that trans-
Benjamin Chiou Joanna Bird authorities with enough financial ers to ensure the packaging they put understand,” says Mr Ellin. fer the cost of recycling to those
Grant Chapman
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.
“The government feels the exist- 50% “It is vital businesses start pre-
Head of design
ing regulations do not deliver what paring now,” says Mr Honcoop.
Tim Whitlock
we want them to do in the future “We’ve already seen an increase in
and to help the UK meet more the cost of complying with pack-
40%
Although this publication is funded through advertising and challenging targets for recycling, aging regulations over the last 12
sponsorship, all editorial is without bias and sponsored features as well as increase the revenue months and, without changes in
are clearly labelled. For an upcoming schedule, partnership that comes from the system,” says behaviour of how businesses view
30%
inquiries or feedback, please call +44 (0)20 3877 3800 or David Honcoop, managing direc- their packaging obligations, the
email 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
The Resources and Waste Strategy implications.”
20%
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%
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,
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
Nick Easen
here are many strange and Amazon set the scene years they control the relationship with
T internet phenomena, but ago. Now it could be Revolution the customer, beta-testing new
unboxing videos tops Beauty, BrewDog, HelloFresh or packaging rapidly.
them all. They’ve skyrocketed in Graze. What can seem like ordi- “It used to take 15 days to engage
popularity on YouTube; 129 mil- nary consumer products, from with a buyer who was express-
lion web-page references isn’t to be simple ingredients to razors, are ing negativity after experiencing
sniffed at nor is a growing move- being presented as extraordinary issues; that’s down to 48 hours
ment on social media. Unwrapping through one important medium: with the advanced statistical anal-
a subscription box, smartphone, their packaging. ysis, which helps identify any nee-
make-up, even vegetables: that “It is the store front, experience, dle in a haystack of responses,”
DIRECT TO CONSUMER so-called moment of truth brings service and product for direct- says Mr Smith.
supposed rapturous joy to some. to-consumer or D2C brands. It Packaging by direct-to-consumer
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
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-
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-
with specially folded tissue paper, It comes at a time when online postable nets made from forestry
is carefully curated. You don’t want retail is red hot. Almost nine waste and collects all the boxes
packaging
too much space, it might feel a bit out of ten UK consumers are on it delivers.
empty; too small a box and sub- Amazon, while more than £12 bil- “We’re able to invest in pack-
scribers feel hard done by, and it lion was spent on online groceries aging that can be reused, up to
has to be “Instagramable”. in 2018; it’s one of the fastest-grow- ten times for some of our boxes.
“The box and wrapping are ing channels, according to Mintel. Reuse is far more sustainable than
integral to the experience,” In Germany, online shopping is recycling after a single use,” says
With packaging now a vital part of the product says Lifebox managing director almost universal. It means pack- Greg Penn, Riverford’s recipe box
Howard Rawlings. “The doorstep aging is no longer shackled by commercial manager.
proposition, innovative brands in the online opening must feel valuable, as well in-store shelf space or constraints “As we’re in control of the prod-
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-
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
packaging to deliver an experience to make it feel even more special.” opportunities to innovate and as it’s not sat on a shelf and a cus-
They aren’t the take a competitive advantage are tomer has already made the deci-
only ones. there to be exploited,” says Paul sion to purchase it.”
Apple Jenkins, managing director of D2C brands that use so-called
ThePackHub. “Packaging is now conversational commerce can also
an integrated part of the product help educate people about sustain-
proposition. The aim is to engage ability issues. At Riverford they’ve
people in meaningful ways.” introduced leaflets highlighting
The biggest challenge for this in their boxes. “These explain
online brands is to resist not only what the packaging is
homogenisation, as well as made from and what to do with it
push for intelligent design, when it’s finished, but also why we
one that speaks of brand have to use it,” says Mr Penn.
personality and tells a story. Splosh, which sells laundry prod-
After all, the bar has been ucts via a subscription box online,
set high by some compa- claims to cut plastic packaging
nies and we now live in an waste by 90 per cent when you
era of great consumer expec- return their containers. This is
tation. There are many reports another D2C, digital brand looking
of packaging being so good that to meet consumers’ growing needs
it doesn’t even get thrown away. for environmentally responsible
“The issue is that D2C brands can packaging. Smol, maker of laundry
often lose significant parts of their detergents, has similar aims.
profitability in packaging. It is a In the future, innovation observed
higher proportional cost of goods in direct-to-consumer and online
sold compared to shipping a pal- brands could spur on change else-
let of items out to retail stores,” where. “As we become the early
explains Paul Smith, SAP’s cus- adopters, a better way of packing
tomer experience global industry should trickle through to the tradi-
principal for consumer products. tional retail environment,” says Mr
What it does mean is that direct- Penn. “But this is largely driven by
to-consumer, digital brands invest consumer demand. If the traditional
more time, money and effort in retailers believe there’s a commer-
how a product is housed. They’re cial benefit to reducing their envi-
also able to innovate quicker than ronmental impact based on cus-
many traditional players since tomer opinion, then they’ll do it.”
[Packaging] is the store front, experience,
service and product for direct-to-consumer or
D2C brands. It replaces the store as the place
where an emotional relationship is made and
reinforced every time with the customer
RACONTEUR.NET 05
Commercial feature
Illuminating a problem:
most packaging isn’t light protected
Protecting packaged food and drink
products from damaging light is now a
measurable science
rying over spilt milk is one are aware of this problem. This infor-
C thing, but you’re more likely mation gap needs to be addressed.
to shed a tear over the “The issue isn’t well understood
packaging when you hear that most by consumers, but the industry has
of what we use doesn’t stop milk known for years that light dam-
degrading rapidly; the same is true ages milk and other organic liquids,”
of olive oil or plant-based drinks. explains Divya Chopra, chief execu-
Light penetrates most packaging; in tive of Noluma International, a state-
milk it can affect the taste and smell of-the-art light protection technical
within 15 minutes, while some vita- services and certification startup.
mins degrade in half an hour. “When the public is aware of the issue,
Although people know of sunlight they want to do something about it.
damage, a minimum number of con- It’s of grave concern and we need to
sumers understand the damaging do something.”
effect of indoor light on taste, quality Indoor lighting in supermarkets and
and nutrients. At the same time, 90 even fridge lights degrade nutrients in
per cent of UK dairy farmers polled milk, penetrating many types of pack-
aging. Some nutrients, in particular
vitamin B2 (riboflavin) and proteins,
can decrease by 28 per cent after just
20 minutes of being exposed, accord-
ing to scientific research from Cornell
University in the United States.
Light damages After two hours, fresh milk exposed
to LED lighting, the type now common
packaged goods in supermarkets, begins to lose
vitamin A and after 16 hours, milk
a lot faster than found in a conventional bottle will
we realise have half the vitamin A it started with.
In fact, damage to nutrition comes
from all types of light, natural as well
Protein levels in milk can as fluorescent tubes, and occurs of expert taste testers and time-con- light can easily penetrate other mate- with companies in Europe and the UK
28%
drop by up to... before the expiry date of the prod- suming lab analysis. rials,” says Dr Chopra. to test and develop new packaging. A
uct. It often means consumers aren’t Noluma uses a photosensitive The US-based company gives its cer- US campaign with Jersey Girls Dairy in
getting the nutrients the product sup- marker ingredient inside a test solu- tification to packaging that achieves Vermont saw sales triple in a month,
posedly contains. tion and exposes the package to an LPF high enough to block damaging after the launch of its light-protected
“Light damages packaged goods a intense light. The test replicates two light, whether it’s yoghurt, milk, cheese, packaging, when consumers saw meas-
lot faster than we realise. The vast weeks of light exposure in less than olive oil, coffee, cosmetics or plant- urable improvements in milk quality.
majority of materials we use to con- two hours. Scientists then measure based drinks that degrade with light. As the company doesn’t sell pack-
after just 20 minutes of tain our food does little to protect it the degree to which the marker is A Noluma marque is then displayed aging, it can objectively collaborate
light exposure fully. These days most packaging has broken down. In the case of dairy, the on the container; it means that a prod- with consumer goods companies or
been created as a low-cost solution. marker is riboflavin, vitamin B2; for uct’s freshness, nutrition, efficacy and their convertors to find the best way to
Cornell University report
If consumers value fresh food and the olive oil, chlorophyll is used. sensory qualities will be fully protected enhance the light protection of pack-
preservation of nutrients in dairy and “We calculate an LPF for companies from light damage. aging while meeting other goals, such
90%
other drinks, as well as olive oil, things that is dependent on the light prop- “Our certification is an assurance to as environmental sustainability.
need to change,” says Dr Chopra, erties of the product being sold. We both end-consumers and industry that “Food waste is a massive issue glob-
whose company has a new certifica- can then advise them on whether their the product is fully protected against ally. In the UK, it’s a £20-billion a year
tion for light-protection in packaging. containers are suitable and guide them light damage. We hope that custom- problem, with 490 million pints of milk
“What’s happening now is that the efficiently to a better design. People ers will begin to value the marque over or eighteen and a half pints per house-
technology to measure light protec- are surprised. Not all opaque material time and demand its use on packaging hold lost per annum,” says Dr Chopra.
of farmers know that light tion is accessible. We can now bench- is light protected. Rays pass through as a mark of trust. A lot of current pack- “Exposure to light degrades milk’s
damages milk mark packaging designs and materials a polystyrene cup for instance, while aging isn’t protecting food and drink quality and freshness before its
with an affordable test that gives a damaging ultra-violet and infra-red items adequately, and the materials expiration date, in some cases up
Once educated about the reading within hours.” used are inconsistent,” says Dr Chopra. to 20 times faster than if it were in
damaging effects of indoor Launched last year, Noluma is the “There is also not an abundance of light-protected and certified bottles.
light on dairy milk… only company to develop a patented, light-protected packaging out there. Noluma’s testing can definitely make a
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
(LPF), a bit like the SPF rating you see Just because a bottle looks and then deploy effective light-pro- For more information please go to
of consumers say supermarkets used in sun creams. This factor is not white and says light-protected tected packaging, as well as use the www.lightdamageisreal.co.uk
should proactively look to only dependent on the packaging, but certification to differentiate them-
package milk produce in ‘light the product it contains. does not mean it is; like an SPF selves in the marketplace.”
protected’ packaging The test is objective, quantitative,
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
CensusWide survey ducting a costly evaluation with a panel damaged. Trust certification America and China, and is also in talks
06 FUTURE OF PACK AGING
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
Smallholder farmers can also find a range of sectors, from food and bev-
themselves displaced by large-scale erage to cosmetics, perfumery and
to non-plastics 40%
commercial forestation. pharmacy, according to the European
In response, the pulp and forestry Container Glass Federation (Feve).
industries have developed a vari- As with cardboard, glass has the
ety of sustainability certification benefit of being highly recyclable.
still need work
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
companies and consumers to search for 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
packaging may be greener options, experts say
a set of good management princi- Global Efficiency Intelligence.
m
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 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
created by the
address challenging issues. as opposed to more polluting fossil container and flat
As a basic starting point, planta- fuels such as diesel. glass industries
tions should never replace natural The European glass industry annu-
Global Efficiency Intelligence 2018
7k
forests, according to NGP. Ideally, ally invests €610 million in waste heat
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-
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,
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
a cotton tote bag
mate regulators: trees. local communities. Fibria, which works with local char- its to WaterAid, the focus should be
needs to be used
It’s what happens before your “Plantations are constantly ities in the south of Brazil to help on avoiding single-use packaging
for it to become
boxed-up Amazon purchase lands expanding into new territories, establish community-owned tree wherever possible, be it glass or plas- a greener option
on your doorstep that’s the prob- where biodiversity is replaced with nurseries. Another is Finland’s tic; Belu uses both. than plastic
lem. At the crux of the issue are monocultures of trees,” says Maria Stora Enso, which has set aside In a frank admission, Belu’s chief
Ministry for
commercial timber plantations, Ehrnström-Fuentes, a forestry spe- more than 100,000 hectares of its executive Karen Lynch says the best Environment and Food
many of which are now located in cialist at the Hanken School of concession in Brazil’s Atlantic rain- option for eco-conscious consumers of Denmark 2018
the global south. Economics in Finland. forest for conservation. is to drink tap or filtered water from
a refillable, non-plastic bottle.
“You may give yourself a big high Cotton Initiative (BCI). This indus-
A cotton
five for being plastic free, but you try-backed group works with almost
Bloomberg / Getty Images
plantation could triple or even quadruple two million farmers around the world,
the carbon emissions created if encouraging them to adopt more sus-
you opt for a switch to single-use tainable practices, such as using less
glass,” she says. water and fewer chemicals.
Meanwhile, if there’s one single Even so, less than 20 per cent of
item that earns the universal ire of cotton is currently grown in a way
environmentalists, it is the single-use that actively protects people and
plastic bag. For many, cotton tote bags the planet, says BCI chief operating
are seen as a more sustainable alter- officer Lena Staafgard. “BCI seeks to
native. But are they? change this and is striving to trans-
Not if a recent study commissioned form cotton production from the
by the Danish government is to be ground up,” she says.
believed. Cotton bags need to be used For now, however, even purvey-
around seven thousands times to ors of tote bags are wary of overly
become a greener option than plastic, endorsing them. Few companies are
according to the study. more eco-aware than Rotterdam-
Why? Because cotton is a thirsty, based Bio Futerra, a wholesale
land-hungry crop that typically provider of plant-based packag-
requires large volumes of pol- ing products. On its product list
luting fertilisers and pesticides. are Fairtrade-certified cotton bags
Infrastructure for recycling cotton is made from at least 70 per cent
also scarce. organic cotton.
Leading the charge in making cot- “Under no circumstances do we
ton more sustainable is the Better want to mitigate consumer con-
cerns about the environmental foot-
print of cotton in general; we rather
encourage our customers to ask crit-
ical questions about our products
and their impact,” says Ekaterina
Smid-Gankin, sustainability con-
Less than 20 per sultant for Bio Futerra.
Ms Smid-Gankin says finding
cent of cotton is zero-impact packaging solutions is,
currently grown in as yet, not possible. That’s as true for
cardboard and glass as it is for cot-
a way that actively ton. Even so, anything is better than
protects people and plastic, she maintains. Her core
message: “Reuse, reuse, reuse and,
the planet where possible, reuse again.”
RACONTEUR.NET 07
Commercial feature
COCA-COL A PL ASTIC BOT TLES ARE LIGHTER THAN EVER ALL COCA-COLA BOTTLES AND CANS IN GREAT BRITAIN ARE 100% RECYCLABLE
Light-weighting the 500ml PET bottle...
100%
recyclable plastic
Recycled content use in all
packaging (plastic, aluminium
and glass)
2010
30%
36.0g 26.0g 24.0g 19.9g 2018
39%
50%
1994 2006 2009 2016 recycled content in
PET bottles by 2020
Coca-Cola uses plastic
packaging because it is
World Without Waste -
Coca-Cola has a goal
25%
recycled content in
lighter, can be resealed, has to collect and recycle PET bottles in 2018
a lower carbon footprint, the equivalent of every
and a lower impact on the bottle or can it sells
environment if recycled. globally by 2030.
Is this our chance to stop
collections, including those in our for consumers to recycle. There are
towns, cities, offices, transport hubs plenty of return points in supermar-
and in the community.” kets, offices and transport hubs,” says
plastic becoming waste?
One of the issues that Coca-Cola Mr Brown.
faces in the UK is sourcing more “Any new scheme should be con-
food-grade recycled plastic so it sistent across Britain and well com-
can increase the amount of recycled municated to the public. Retailers
plastic in its bottles. “Moving towards and supermarkets must be paid to run
a circular economy is the goal and efficient collection points. The whole
Combating packaging waste through a circular we applaud the fact that the UK gov- scheme should be well financed and
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
top priority for government and industry Mid-May saw the end of the
first consultation round for the
industry. It should also be set clear
collection targets by government to
Department for Environment, Food deliver the best possible environ-
and Rural Affairs, and its resources mental outcomes.”
and waste strategy. New interven- There is certainly industry con-
tions could come in three key areas: sensus for a more standardised and
ankind has a big challenge sells by 2030. In Great Britain the collection. Over the last 20 years, UK consistency of household recycling; effective collection system across
M with plastic packaging. On packaging it uses is 100 per cent local authorities have done a fantas- extended producer responsibil- Britain. This will require a new model
the one hand, too much recyclable and its bottles contain tic job collecting recyclable materials ity; and a deposit return scheme for for local authorities to run kerbside
ends up as litter, in landfills and in up to 25 per cent recycled plastic from our households, but there’s a drinks containers. At the same time, a recycling schemes. It will also mean
our oceans. Yet, on the other, plastic or plant-based material, making it patchwork of systems, it’s not cohe- tax on single-use plastics packaging, significant change for businesses,
can be a highly sustainable and dura- the largest user of recycled plastic sive and we need to move it to the with less than 30 per cent recycled retailers and the public.
ble packaging material that’s easy to in the food and drink industry. It next level.” content, is being considered. “We’re very optimistic about the
recycle and reuse. It also has a signif- has committed to get that to 50 per In Britain, the company offers con- “Any new schemes will need to be potential changes and welcome this
icantly lower carbon footprint than cent recycled plastic in all its plastic sumers more than 80 drinks across carefully thought through. We under- once-in-a-generation opportunity to
glass or aluminium. bottles by 2020. 20 different brands. “We use our stand that packaging producers reform the current packaging recov-
The impact plastic waste is having on “Ultimately, we don’t want any of brands to encourage more people and industry will need to contribute ery and recycling system,” Mr Brown
the environment and wildlife is now our packaging to end up in hedge- to recycle with messages on bot- more. We also want to see a step- concludes. “We want to work with
the hottest of topics, headlining the rows as litter, in our seas as plastic tles and through our adverts that change in the quality and quantity others to achieve a thriving circular
consumer and business agenda world- pollution or in landfill as a wasted encourage and incentivise people of recycled packaging material avail- economy so we can make the most
wide. Its effects can be damaging, at resource. It’s unacceptable. It’s time to do the right thing after they’ve able to manufacturers like us,” says of our valuable resources. Policy
the same time it’s a lost resource. The we rethink plastics and packaging enjoyed their drink. The next big Mr Brown. Ideally Coca-Cola wants to changes will also drive investment in
challenge is how we move to a circular within society,” says Mr Brown. challenge is to increase recovery see this material reprocessed here in recycling infrastructure. The future
economy where every piece of packag- According to the United Nations rates, which is currently less than 60 Britain too. looks bright.”
ing is designed to be reused and actu- Environment Programme, global mate- per cent for plastic bottles,” says Mr “There is a lot of interest in a
ally gets recycled. rials use is three times more than it Brown. “There’s a real opportunity well-designed deposit return scheme
It’s a challenge Coca-Cola isn’t shying was in 1970 and is expected to double here, especially beyond household for bottles where consumers pay a For more details please go to
away from. “We’ve made good pro- by 2050. Therefore, there’s a growing surcharge at the point of sale, which is www.coca-cola.co.uk/sustainability
gress, but a lot more needs to be done. need to keep plastic that’s currently then returned when the can or bottle
Making packaging as sustainable as in circulation in a closed-loop system, is recovered,” he adds.
possible is now a crucial goal for many where recyclable products are used, Around the world, Coca-Cola par-
businesses. Innovation is essential,” collected, and used again and again. ticipates in more than 40 differ-
says Nick Brown, head of sustainability This is necessary to reduce the amount ent deposit return schemes and has
at Coca-Cola European Partners, the of new materials being used. extensive experience in their set-up
manufacturer of Coca-Cola drinks in “A world without waste is possi- We welcome this once-in-a- and operation, working with govern-
Britain and western Europe. ble. Having some of the most widely ment and others in industry to recover
Globally, The Coca-Cola Company’s distributed and visible brands in the generation opportunity to more containers for recycling.
World Without Waste initiative
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
and recycle a bottle for every one it “A major opportunity is in better recovery and recycling system Sweden, where they make it easy
08 FUTURE OF PACK AGING
01 ten full-sized, flat wine bottles in a
compact case, rather than just about
four regular, round glass ones,
means a loaded pallet could carry
1,040 bottles of wine, not just 456.
Sustainable packaging is simply
the future, says Santiago Navarro,
chief executive and co-founder of
Garçon Wines. “The round wine bot-
tles, we know and like, have been
around since the 19th century, but
are no longer fit for purpose. We offer
a 21st-century wine bottle which
is spatially efficient, lightweight,
durable and sustainable,” he says.
“The strength and low weight of
the bottle also mean the bottles
need considerably less secondary
packaging to move safely through
the supply chain.”
Awarded the Waitrose Way
Treading Lightly Award for green
supply chain, anti-mosquito busi-
ness incognito is another consum-
er-facing champion of upstream
sustainability.
As well as researching renewa-
ble sugarcane alternatives to tradi-
tional plastic, the company ensures
all back-end packaging is from sus-
tainable cardboard, uses green bub-
ble wrap and shreds its own paper
for reuse as recyclable fill.
“We put in requests to fulfilment
houses for green packaging and
delivery,” explains managing direc-
tor Howard Carter. “We also put pres-
S US TA IN A B ILIT Y
sure on third-party manufacturers.”
The race to sustainability
Greening can be about where, as
well as what, though, Mr Carter
adds. “Some companies may have a
delivery that goes to the warehouse
starts in the supply chain
first and then to the fulfilment
Lucozade Ribena Suntory
house. What we’ve done is to locate
the warehouse in the fulfilment
house. This closed loop means fewer
journeys,” he says.
In 2010, Lucozade Ribena Suntory
invested some £70 million to bring
bottle production onsite with
From wine through the post to sports or volume. However, the biggest
obstacle is the lack of a sector stand-
Logoplaste, at its Gloucestershire
factory. This also completely
drinks in seaweed, packaging is visibly ard, says Stuart Milligan, doctoral
researcher at the University of Bath
removed the need for transportation,
so reducing supply chain emissions.
going green. However, there is a secondary School of Management. The average consumer So, as well as high-profile initia-
sustainability story behind your sugarcane
“Smaller pallet loads tend to be still has little awareness tives such as distributing 30,000
produced as manufacturers and Lucozade Sport Ooho seaweed cap-
of the early stages of the
insect spray or bamboo toothbrush that retailers are not joined up with sules at the London Marathon,
regards to handling and storage,”
supply chain much of the greening still goes on
too often goes untold he says. “A standardised approach
would result in greater synergies.”
behind the scenes.
Lightweighting, for example, is a
Green strategies may also reap key part of the global brand’s jour-
economic benefits. “There will be ney towards ensuring 100 per cent
low-hanging fruit which will yield of its plastic packaging is reusable,
both a reduction in packaging and 01 founder and director of bamboo recyclable or compostable by 2025,
Jim McClelland Lucozade
financial savings. The challenge toothbrush subscription company says Michelle Norman, director of
Ribena Suntory
will come when the quick wins have distributed 36,000 BlueRock. “The average consumer external affairs and sustainability.
ustainable packaging as a single stream, plus an inter- been realised and retailers then Lucozade Sport still has little awareness of the early “In January, we lightweighted the
S talk tends to focus on the ested party incentivised by rebate or have to invest to redesign their pro- gels encased in
Ooho’s edible
stages of the supply chain, so posi- best-selling 500ml Ribena bottle,
in-store retail experience reduced cost.” cesses,” he adds. tive consumer behaviour cannot be which removed 325 tonnes of plastic
seaweed packaging
and its impact on the more or less Furthermore, warehousing, stor- While cost bumps might be a com- to runners at the relied on to absorb the cost. The ini- from production every year. Now the
eco-conscious consumer. However, age, shipping and logistics can influ- mercial reality, sadly good com- London Marathon tiation of greening early-door sec- bottle is also undergoing a redesign
trade and wholesale supply chains ence and even dictate the formats munication is not, notes Robert ondary supply chains will therefore to ensure it is fully compatible with
02
also generate volumes of secondary finding their way into consumer Lockyer, chief executive and founder Ten full-sized, flat likely come in the form of tax breaks bottle-to-bottle recycling,” she says.
packaging waste and recycling. bags and hands or business offices of Delta Global, innovators in luxury wine bottles from and other incentives,” he says. Innovation comes in many shapes
What happens upstream is vital and shops. packaging. “Retailers must be more Garçon Wines take The good news, though, is that and sizes, literally, and even the small-
up the same space
and the significant percentage of This supply chain hinterland open to options that may cost a little innovation also flows upstream. est change can have a big impact,
as four regular,
UK packaging waste involved offers also feeds the booming omnichan- more, while prepared for consumer round bottles Not content with pioneering an explains Patrick Browne, director of
real business prospects, says David nel retail and home-delivery mar- reaction to rising prices. If we accept award-winning 100 per cent recy- global sustainability at UPS.
Wilson, UK managing director of kets, where consumers are receiv- a general rule that it will cost more cled PET (polyethylene terephtha- “We encourage customers to focus
Vanden Recycling. ing, sometimes returning, but not to go green initially, but less in the late), letterbox-friendly flat wine on right-sizing, using the minimum
“Back-of-store recyclates form a always reusing or recycling, indus- long term, those who drive change bottle, Garçon Wines is turning its amount of packaging to achieve max-
large part of packaging material trial-grade packaging. will benefit from customer loyalty,” attention to secondary packaging imum protection,” he says. “There’s
collected and reprocessed, with A seemingly simple solution to he says. “Ultimately, for change to and logistics too. less cardboard, obviously, also less
advantages over post-consumer reduce both the amount of second- happen, the retail industry must get Designed in collaboration with packing material, which helps reduce
waste,” he says. “These include con- ary packaging and number of asso- better at informing customers.” DS Smith, the Garçon Wines 10 Flat waste. Right-sizing enables us to bet-
centrated tonnage in known loca- ciated vehicle movements is to max- In the meantime, costs head Bottles Case will significantly cut ter optimise space in our trucks and
tions, the opportunity to capture imise the load potential, by weight upstream, says Seb Gauthier, carbon emissions and costs. Fitting deliver more each trip.”
RACONTEUR.NET 09
Commercial feature
PACK AGING INDUSTRY HAS TO CONTEND WITH
Natural choice for
A MULTITUDE OF CONSUMER PREFERENCES
Which materials consumers prefer based on the following factors (%)
Paper/cardboard Glass Metal Plastic No preference
Lighter weight
47%
5%
9% 22% 17%
sustainable packaging
Easier to recycle 4% As consumers demand greater sustainability in packaging, a
41% 28% 14% 14%
major beverage carton manufacturer is going “Way Beyond
Better for the environment Good” with a bold ambition to put more into the environment
38% 31% 10% 21% and society than it takes out
Easier to store
ustainability of packaging is an
25% 22% 20% 9% 24%
S increasingly hot topic with Sir
David Attenborough’s The Blue
Prefer the look and feel 5% Planet TV series sharpening the focus on
pressing environmental challenges such
25% 27% 11% 32%
as plastic waste in our oceans.
Three quarters of consumers now say
Reusable
the environmental impact of a prod-
21% 45% 8% 8% 18% uct’s packaging affects their purchasing
decisions and 90 per cent want packag-
ing to be easily recyclable, according to
Stronger/more robust
latest figures from the 2018 European
12% 27% 31% 8% 22% Consumer Packaging Perceptions Survey
of 7,000 shoppers.
Food and drink are the products
Percentages may not equal 100 due to rounding Two Sides/Toluna 2018
people purchase most frequently and
packaging options here range from metal
cans and glass bottles to pouches, plas-
Switching to reusable transport totes or bins,” she says. “These items tic bottles and more. Thanks to their
packaging is an eco-friendly alterna- can be used for shipping or for stor- main ingredient – renewable paper
tive to shipping with single-use card- age and transportation.” board made from wood – cartons are the
board boxes. Reusability sometimes trumps natural choice when it comes to reduc-
Last year, for instance, even reduction because, if we reduce ing environmental impact.
TerraCycle worked with UPS to test packaging to the point where prod- Independent assessments of the life that will nourish a growing global popu-
a customised, durable and reusa- ucts are being damaged, we score cycle of beverage cartons show they lation while contributing more to society
ble tote for their groundbreaking an own goal, says Debbie Hitchen, have lower environmental impact than and the environment than we take out.
Loop initiative, designed to reduce director and circular economy lead many other types of packaging for a “We set out to become a net-posi-
single-use packaging of everyday at consultancy Anthesis. range of products, including long-life tive company three years ago and we’ve Consumers
food, UHT milk and non-carbonated soft already achieved some significant mile-
increasingly want
items, such as shampoo, deter- “Some stores have started trans-
gent, even ice cream. porting fruit and veg in stacka- drinks. In fact, the life-cycle carbon foot- stones on this journey in the way we
Shipping with reusables is already
practised by several European hos-
ble plastic crates that go straight
onto the shelf. You might think
print of a carton is between 28 per cent
and 70 per cent lower than the alterna-
source our raw materials, make our
products and run our business.”
to feel good about
pitals and healthcare companies. old cardboard boxes were better tives, and cartons use 41 per cent to 68 SIG now offers its customers a menu of the food and drink
It lowers costs over time, reduces because they are easier to recy- per cent fewer fossil-fuel resources. features that they can use to improve the
waste and saves on recycling, so cle, but it turns out that the plas- But one leading systems and solutions credentials of its packaging in the eyes of they buy, and that
provider for aseptic carton packaging is consumers. These range from the option
includes the way
multiple benefits are possible, says tic crates protect well and are
Ester Van den Bossche, UPS tem- returned to be reused over and going further. SIG has set a bold ambition to put the FSC® 1 (Forest Stewardship
perature true packaging solutions
manager, Europe.
over,” she points out.
The secondary success story is not
to go “Way Beyond Good”.
“Sustainability has been increasing in
Council® ) label on any SIG pack to using
polymers linked to 100 per cent for-
it’s packaged
“Large-volume shippers within a always obvious, but it is essential for leaps and bounds in recent years, but est-based materials.
closed-loop or managed open-loop delivery on sustainability goals, in we want to take it further,” says Martin “More and more of our customers
system might consider using reusa- every sense. Herrenbrück, the company’s president are taking up solutions like combibloc SIG is also helping to tackle concerns
ble transport packaging such as pal- and general manager for Europe. “Our EcoPlus and SIGNATURE PACK,” says Mr about plastic straws with the world’s first
lets and crates, ambition is to work with our partners to Herrenbrück. SIG’s combibloc EcoPlus is market-ready alternative for use with
create a net-positive food supply system 82 per cent renewable and requires 28 aseptic carton packs. “Our paper straw
per cent less CO2 to produce than con- solution is helping customers meet the
ventional cartons in the same format. urgent demand from stakeholders to
Garcon Wines
3/4
Its innovative design eliminates the cut out plastic straws amid growing con-
aluminium layer by using an ultra-thin cerns about their impact on the envi-
polyamide layer to protect the flavour ronment and particularly on the world’s
of the food or drinks that the packaging oceans,” says Mr Herrenbrück.
of consumers say packaging
contains. “Consumers increasingly want to feel
environmental impacts affects
SIGNATURE PACK 100 is the world’s good about the food and drink they buy,
purchasing decisions
first aseptic carton linked to 100 per cent and that includes the way it’s packaged.
renewable plant-based materials, via an We’re helping our customers meet this
Cartons have up to innovative mass-balance approach that demand with more sustainable product
70%
supports the use of renewable feedstock innovations as part of our ambition to go
in mainstream polymer production. It ‘Way Beyond Good’ for the environment
has up to 66 per cent2 lower life-cycle and society.”
lower carbon footprint carbon footprint than the company’s
than alternatives standard packs. Meanwhile, combi- To find out more please visit
blocRS, the new standard structure for www.sig.biz
SIGNATURE PACK from SIG’s cartons, has saved more than 4,850
SIG is linked to tonnes of polymer since it was intro-
100%
duced in 2016.
1
FSC® C020428
2
SIGNATURE PACK ISO LCA CB-100732
02 renewable plant-based materials from March 2018. Available at www.sig.biz
10 FUTURE OF PACK AGING
RECYCLING
REFORM
Brands are rushing to adapt their supply chains, packaging
processes and materials to shifting consumer sentiment.
But what progress is being made, and whose responsibility
is it to drive change?
49
SUPPORT NEEDED AT EACH STAGE OF THE RECYCLING JOURNEY WHO HAS THE MOST RESPONS
MAKING SUSTAINABILIT Y IMPR
A large portion of packaging can be lost at each stage of the recycling journey. The TO PRODUCTS/PACK AGING?
following diagram shows that in order to achieve a recycling rate of just 60 per cent,
Percentage of the public who chose the followin
it requires high recycling standards by consumers, packaging collectors and sorters,
and reprocessors combined. If standards slip at any point, a large proportion of
potential recyclable material may be lost 59% 73% 100%
actual delivered for all the packaging
Amount of packaging recycling rate recycling that consumers
that gets recycled buy
...If 90 per cent
of people recycle
their packaging
...and recycle
90 per cent
correctly
...for 90 per
cent of the time
...and collection and
sorting losses are
only 10 per cent
...and reprocess-
ing losses are only
10 per cent
0 20% 40% 60% 80% 100%
Britain Thinks/Suez 2018
17 %
12%
91 %
of consumers say they try to
recycle and dispose of items
83 %
say they feel confident that
they recycle and dispose of
56 %
say the environmental
credentials of a product
9%
in the correct way as much their household waste in the are important in their
as they can correct way purchasing decision
Britain Thinks/Suez 2018RACONTEUR.NET 11
SUPERMARKET PLASTIC WHO SHOULD BEAR THE COST?
PACK AGING RECYCLING
Percentage who strongly agree or tend to agree
RATES IN THE UK
Share of widely reyclable plastic packaging
81% Morrisons
79% Asda 83
Manufacturers and
%
retailers should cover at
least some of the cost
9
SIBILIT Y FOR associated with collecting
ROVEMENTS 78% Marks and treating waste from
&Spencer the products they sell
ng as their top choice
77% Tesco
76% Aldi
75% Waitrose
62 %
Only manufacturers
should contribute
Producers of the towards the costs
product/packaging 75% Sainsbury's
4%
Consumers (by
choosing to only buy
74% Ocado
Retailers who sustainable products
sell the products or packaging)
55 %
73% Iceland
National government
Manufacturers and
Local councils 71% Lidl retailers should cover
collectively cover all of
the costs
Britain Thinks/Suez 2018 Which? 2018 Britain Thinks/Suez 201812 FUTURE OF PACK AGING
Commercial feature
INFLECTION POINT FOR GLASS GROWTH WORLDWIDE
2.6%
3% 2.4%
2.5%
Emotive and
2% 1.5%
1.5%
transformative:
1%
0.5%` 0.1%
why brands
0%
-0.5% Total
packaging
-1%
are rapidly
Glass
-1.5%
-2%
choosing glass INFLECTION POINT FOR GLASS GROWTH IN WESTERN EUROPE
3%
Glass has been used for centuries as a high- 2.5%
quality, robust packaging material, but it is 2%
becoming increasingly relevant in shaping how 1.5%
1.2%
brands make memorable moments and establish 1%
an environmentally friendly image 1.1%
0.5%`
0% -0.4%
onsumers constantly demand “Then there are beer companies that
-0.5%
C more from packaging. They develop a few global brands, which
-1%
want products to be environ- they launch in new markets with a
mentally friendly, and most are more more premium positioning, leveraging -1.5%
likely to buy goods in packaging that glass to support the more sophisti- -2%
represents them and their lifestyle. cated image,” says Mr Aujouannet.
Glass gives brands endlessly recycla- Meanwhile, food manufactur- 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021
ble and customisable packaging that ers seeking to switch a product into
empowers them to stand out even in the glass containers might go for a simple
most fiercely competitive markets. It design, with the view that simply the
also allows them to preserve the subtle switch from plastic to glass is already Coke campaign saw names added to benefits of using glass bottles with the
taste and texture of their products. creating the premium feel. This was millions of bottle labels, resulting in a 5 promotional potential of easily and
While glass, as with all packaging, had recently exemplified by General Mills’ per cent annual sales increase. almost instantly customisable design.
for some been viewed as a cost, the
material is now increasingly viewed as
decision to house its Oui yoghurt
product in the United States in glass,
“We see more companies wanting
premium products, which are also cus-
Consumers are In addition, O-I’s in-house design
services team helps food and bever-
a powerful brand asset. Euromonitor which is unusual in the market and tomised in line with promotions or key influencing brands age companies create innovative and
data shows a steady increase in glass gives it a premium edge. events,” says Mr Aujouannet. “Thanks impactful new containers or bottles
usage since 2016. High glass-share Food and drinks brands find that con- to recent innovations, such as our cus- and governments, that make emotional connections
segments, such as premium alcoholic sumers like the many shapes, colours, tomisation service O-I : EXPRESSIONS, and with glass being between products and consumers.
beverages, are continually growing, embossings and designs on offer, and glass enables brands to be more respon- “There has been a major shift in
and there is now increasing use of this is visible in their purchasing. These sive to what their customers want and to so recyclable and the last few years around the usage
glass for packaging food and non-al-
coholic drinks.
options make a memorable consump-
tion experience, with many people
deliver new products quickly.”
Consumers are also driving a shift
reusable, it’s the of glass,” says Mr Aujouannet. “Glass
is once again viewed as an asset
This shift has occurred because glass even collecting and displaying bottles. towards sustainable packaging and obvious choice for rather than a cost, with all the evi-
offers brands a powerful response to
consumer demand for greater per-
Customisation is now well understood
to be a driver of consumer behaviour
glass clearly has a great deal to offer
given it is typically made from an aver-
better packaging dence pointing to strong and growing
demand among consumers for pre-
sonalisation and “premiumisation”. and purchasing decisions, which is age of 50 per cent recycled glass, and mium, personalised and more envi-
“Changing preferences and desires why brands are urgently seeking ways up to 90 per cent for green bottles. ronmentally friendly packaging.
from consumers are forcing food and of tapping into the trend. A report by Glass bottles can be reused up to 30 “Considering the original quality of
drinks brands to think creatively how Packaging Innovations and ThePackHub times. Some 78 per cent of European glass is as a premium product that
they can generate deep engagement, recently found that 66 per cent of pack- consumers told a 2018 Friends of Glass bottles, led by drinks firm Diageo, had generates real emotion, we’re glad
driving diversification and a redefined aging professionals are implementing survey that their buying behaviour has collected 43 million one-litre bottles. to see brands extensively using it to
role for packaging,” explains Arnaud personalisation into their offerings. changed as a direct result of environ- O-I partners with many such schemes catch consumers’ interest on a big
Aujouannet, chief sales and market- Indeed, Coca-Cola’s recent Share a mental packaging desires. and has invested more than $6 million scale. They use glass to bring unique,
ing officer at Owens Illinois (O-I), the “Even though the glass industry has in glass recycling facilities around the brand-based or tailor-made prod-
world’s largest manufacturer of glass focused on sustainability for many world. The company has also commit- ucts to market quickly, with unprece-
packaging products. years, the big change is that the work is ted to half its glass being post-con- dented flexibility.”
70%+
“Glass has a unique ability to bring really driven by consumer desire now,” sumer recycled content by 2025.
real emotions to consumers by cap- says Mr Aujouannet. “Consumers are For O-I, part of the way forward is to
turing a brand’s essence. With more influencing brands and governments, help brands understand more about To find out more about using glass
than 70 per cent of purchasing deci- and with glass being so recyclable and their consumers and shoppers, and packaging as a premium, sustainable
sions made in-store, packaging needs reusable, it’s the obvious choice for to give them more of what they want, brand asset please visit o-i.com
to tell a differentiated brand story at better packaging.” quickly and in ways that can be sus-
one glance, and glass delivers on that.” Drinks and food companies are acting tainably successful. This has been
High-end spirits makers often look of purchasing decisions are made in-store, so quickly to make the best use of sustain- the motivation behind the compa-
to premiumise the experience with packaging needs to tell a differentiated brand story able glass. As of last year, the Glass is ny’s launch of O-I: EXPRESSIONS,
ultra-pure glass and intricate design. at one glance, and glass delivers on that Good programme for collecting used which enables brands to combine theYou can also read
