VOLUME 17.3 – 2022
GPAP - UNLOCKING THE PLASTIC CIRCULAR ECONOMY
REUSABLES • WEIGHING & INSPECTION • PRINTING • INTELLIGENT PACKAGING NEWS
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VOLUME 17.3 – 2022
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Editorial Victoria Hattersley Financing a coherent circular economy Interview with Global Plastic Action Partnership Reusable packaging Zero-waste takeaway Weighing & inspection What’s driving this sector? Printing industry A difficult year ahead CEFLEX Can advanced recycling support flexible packaging’s quest for circularity? Embracing compostables How Packaging Europe reassessed its own packaging In conversation with... A closer look at Amcor’s AmPrima® recycle-ready packaging range Active & intelligent packaging spotlight The latest intelligent packaging news On second thoughts... Why plastics aren’t the enemy
EDITORIAL |
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he question of how we can build a truly circular economy around our prolific use of virgin plastics is one that we return to again and again. But then it is a complex topic, and there are no easy answers or simple fixes. In this edition of Packaging Europe, we once again delve into this issue as Elisabeth Skoda talks to Kristin Hughes of the Global Plastic Action Partnership (GPAP) about why virgin plastics are still the material of choice – and what can be done to address the twin problems of plastic waste and the need for circularity. This issue also contains a comprehensive overview from Hannah Cole of the challenges facing the printing sector in the coming months and years. She discusses, among other things, how rising costs and ongoing supply chain disruptions are adding up to an uncertain future for many in the industry. I find out what’s been driving growth in the weighing & inspection sector, while Melina Spanoudi takes a look at reusables in the area of takeaway packaging for food and beverages. Elsewhere, the next in our ongoing series of articles in collaboration with CEFLEX sees Sreeparna Das speak to Bob Powell, CEO of Brightmark, to understand the role advanced recycling can play in supporting the demands of the flexible packaging sector, the key growth areas,
Victoria Hattersley Senior Writer
and the existing challenges to scaling up advanced recycling. We also once again provide a snapshot of some of the most exciting innovations in intelligent packaging from the past month or two. Another regular piece – our ‘On Second Thoughts…’ column – is provided this time by Andrew Capper, Creative Director of design agency Echo, who tells us why, when it comes to packaging design, we should not consider plastics the enemy. Finally, we would like once again to express our solidarity with the people of Ukraine and our colleagues in the Ukrainian packaging industry. As mentioned last time, you can visit the Packaging Europe website n for details of how you can help.
Victoria Hattersley Victoria Hattersley vh@packagingeurope.com @PackEuropeVicky
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FINANCING A COHERENT CIRCULAR ECONOMY
Virgin plastics production is still heavily subsidized and invested in and companies, even those with the best intentions, look at their bottom line. So how can the most sustainable solutions also become the most financially attractive one that draws in investors? To explore answers to this question, Elisabeth Skoda speaks with Kristin Hughes, director at the Global Plastic Action Partnership (GPAP), a multi-stakeholder platform hosted by the World Economic Forum. The partnership sets out to bring together governments, businesses and civil society to translate commitments into meaningful actions – both on a global and a national level.
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espite their functional benefits, plastics have been considered somewhat of a ‘problem child’ in the family of packaging materials, not least due to the very visible issue of plastic pollution. Across the packaging value chain work is being done to create a circular economy and tackle the problem of plastic waste. While virgin plastic use appears to have peaked according to findings by the Ellen MacArthur Foundation, progress is still slow. So how do we address this?
ES: Everybody talks about the importance of creating circular, sustainable
stock for plastic, for example, is heavily subsidized and invested in both by governments and private investors, which makes it cheaper. Companies that use plastic look at their bottom line and go for virgin plastics. A shift here is really crucial. If brands and investors in the plastic value chain could consider different investments that enable them to act earlier and establish partnerships and infrastructures that can deliver on recycling objectives whilst also not losing out on their own investments, that would be a terrific shift.
economies across the globe. Virgin plastics often still are the material of choice – why do you think that is?
ES: Why is virgin plastics being subsidized and invested in that much?
KH: About a year ago the Minderoo foundation published a report (https://
is difficult to break and tough to shift. It’s like having a massive tanker at sea. You can only turn it round slowly. The challenge is: Why would somebody invest in something new when they have a tried and tested area of investment that gives rich returns. There are a lot of different steps we need to think about to make that shift happen. One step could be policies. Governments could set the stage for ways to attract
www.minderoo.org/plastic-waste-makers-index/findings/executivesummary/) on investments into virgin plastic, showing who the top virgin plastics producers and investors were. So how can we help those financial organizations considering investing in recycled plastic? We have observed that the price of virgin plastic does not reflect its environmental cost. Feed-
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KH: There’s a long history of investment in that area, and sometimes that
We have observed that the price of virgin plastic does not reflect its environmental cost. Feedstock for plastic, for example, is heavily subsidized and invested in both by governments and private investors.
long term investments and stimulate interest. At GPAP are working with policymakers to think about where the roadblocks are for investors to shift away from virgin and more into recycled plastics. It’s a chicken and egg situation. There are tangible financial opportunities that can catalyse policy change, but we also need favourable policies to incentivize and catalyse investment. Once somebody makes the first step, that opportunity and momentum will grow. GPAP has launched a toolkit called Unlocking the Plastic Circular Economy, (https://globalplasticaction.org/wp-content/uploads/GPAP_Finance_Policy_ Toolkit-2022.pdf), a toolkit for investment that shows how policies can stimulate investor interest and how that interest could also support broader policies. Renewables are cited as an example. Investors were hesitant a decade ago, but as soon as one firm started to invest and governments created an enabling environment, investment and return on investment followed. We’re looking to try to create that same momentum and shift with plastics.
Business as usual cannot be sustainable. We’re helping Indonesia to shift to a circular economy and to break down some of the barriers to new investment. Similarly, in a few other countries, EPR schemes are being created and promoted. We are keen to make sure that funds out of these EPR schemes are coming back to support the circular economy rather than just raising funds for the treasury. The money should go back into the circular economy space for innovation - upstream for business models and downstream with collecting, sorting, recycling and support for the informal sector, which often goes unsupported, but has an important role to play. We naturally look downstream toward recycling. But it’s equally important to look upstream, not just at the source of virgin plastics but at the innovation needs and consider what materials can work as substitutes for plastics, or if there are single-use plastics we simply don’t need any more.
ES: Could you give me some examples of successful policies that have
worldwide, and how can these roadblocks be overcome?
already made a difference?
KH: National governments can signal their stance on plastics to the markets and indicate that they’re also going to take on some of that risk themselves. GPAP works predominantly in the emerging markets, by investing in management infrastructure. For example, in Indonesia, with our first flagship pilot project, the National Plastic Partnership, we worked directly with the government to try and coordinate policy initiatives with stakeholders across the value chain to achieve the goal of reducing marine plastic leakage by 70% by 2025 and achieving near-zero plastic pollution by 2040. Plastic producers and recyclers are noticing that there is momentum. Thanks to government engagement they’re starting to take action.
ES: What are the roadblocks to rolling these types of initiatives further KH: Governments are always thinking about which policies to prioritise and where to invest first. We as the Global Plastic Action Partnership, through the toolkit that I mentioned above, are identifying gaps when it comes to unlocking the plastic circular economy and trying and find solutions to help governments prioritise plastic pollution, from an investment point of view, but also developing the right policy frameworks that incentivize investment into that space. We recognize that bringing project-level investments up to scale is still a huge challenge. But we have worked with companies such as Coca-Cola, SUNREF and UBS, who have invested and seen a return, not just on a corporate social responsibility level. But of course, opportunities for investPackaging Europe | 5 |
Kristin Hughes
ments at scale have to be ramped up even further. I’m convinced that we have a triple bottom line opportunity here where we can help the planet as well as maintain economic growth and positive returns. Like I mentioned before, where there is one investment, others will start to follow. Some smaller organizations, such as the Circulate Initiative and the Loop Alliance, are making small, targeted investments and are seeing returns, but we want to get the traditional investors on board to invest at scale.
ES: In March this year, heads of state, ministers of the environment and representatives from 175 nations have backed a UN resolution to end plastic pollution and create a legally binding agreement on plastic waste. What are your thoughts on the immediate/more long-term effects of this?
pilots and the strategies we’ve outlined already with other countries as they go through the treaty process as the next years unfold. We see ourselves as very well positioned to continue to build out that multi-stakeholder approach through a neutral inclusive platform that will build common ground for governments, businesses, financial institutions, non-profit innovators and the informal sector all to come together and align on a joint approach. We have an ambitious goal to support 25 countries by 2025. Through connecting those dots, maybe we can get to more places even sooner, as there are opportunities for collective actions through society.
ES: Unfortunately we live in turbulent times. What effects do you expect/
KH: Just getting to the point where you’re tabling a treaty can take many
have you already seen from the Russian invasion of Ukraine to have on progress towards fully circular economies?
years, so it was fantastic to see these nations come together and rally behind a UN treaty on plastic pollution and a legally binding agreement that they have to finalize by the end of 2024. We only have two and a half years to shape something meaningful. More than anything, what’s exciting is that this has put plastic waste high on the agenda, and we know that there is a big economic opportunity for financial institutions and governments. Global Plastic Action Partnership has been working to create a tool that allows governments to assess their plastic waste flows and create national action plans, and that’s a big part of what’s already being discussed in the treaty. We’re hoping to be able to help more and more countries as part of the treaty, develop national action plans and identify financial opportunities. It’s clear that now more than ever international cooperation can only be achieved if it’s built on a foundation of trust, alignment, and a shared vision, and we want to bring all of that together. By delivering this ambitious global agreement, we believe not only does every part of society have a role to play, but we have a huge opportunity to connect the dots. We know that the linear approach won’t work any longer. The treaty encourages collective action. We’re looking to share our insights from our successful
KH: It’s tragic what is happening in Ukraine. We should always put humanitarian needs and people first. I work in a space where we really want to find investment and promote the circular economy for plastics but I recognize the real needs now in this crisis. Even in the background of the Ukraine crisis, we still see some movement, we still see a positive focus on UNEA and movement towards a global circular economy. I believe that Russia’s invasion of Ukraine could present us with a range of implications that investors will need to address, and we will see how they will prioritize responding to various needs. Virgin plastics are tied to oil and gas, and of course, the reliance on Russia in this area is a big topic. I’m really hoping that whilst we continue to focus on the humanitarian crisis and support the people who need it the most, we can also continue to think about that positive shift towards a circular economy so that we avoid a further humanitarian crisis further down the line. Just as we find hope in leaders like the Ukrainian president Volodymyr Zelenskiy we can also look for hope in some of the leaders in Indonesia and Ghana and others who are really taking very strong strides to address plastic pollution. I do have hope that both crises will be averted in the nearer term. n
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ZERO-WASTE TAKEAWAY
Increasing pressure to limit single-use plastics from consumers as well existing and upcoming legislation has given rise to an influx of reuse solutions in recent years. Many of these have been in the space of takeaway packaging for food and beverages. At the same time, the number of people opting for takeout in Europe rose during the pandemic, with consumers reporting that they would continue to order takeaway after the pandemic was over. What are some of the available solutions in this area today, and how can consumers be encouraged to participate in them in practice?
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onvenience is an obvious and important factor in increasing the uptake of reusable solutions. Consumers often opt for takeaway food and beverages because they are quick and accessible, so it follows that reuse solutions would need to fit these criteria as well to be effective. According to Tracy Sutton, founder and lead consultant at the environmental consultancy Root, convenience is central to the success of reuse solutions. “Takeaway consumption happens impulsively and if something takes longer, is more effort or interrupts that impulse, it becomes a problem,” Sutton said. “Collection, cleaning and refilling need to be as simple, pleasurable and convenient as the purchase itself,” she added.
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Safia Qureshi, founder and CEO of reusable packaging solution company CLUZBERØ, said that the return process can be a source of worry for customers. “We understand that this is a concern for our consumers which is why we don’t just fixate on the design of the reusable packaging, but think about the entire return system,” Qureshi said. “Our drop points are a fundamental piece to providing an end-to-end system that consumers find simple and enjoy taking part in.” CLUZBERØ gives consumers the option to opt for reusable packaging for in-store, takeaway, or delivery of hot or cold food and beverages. Customers shop from the nearest location that has adopted the CLUZBERØ system
or order online using Just Eat/ Just Eat for Business. Within seven days of consuming the food or drink, they must return the packaging to one of the yellow CLUZBERØ boxes or bags that are dotted around the city, or arrange to have it picked up from their house for a fee using the company’s app. The packaging is then collected from the host locations and taken to a wash depot to be cleaned. “We have launched in London and Palo Alto across in-store, takeaway and delivery for clients including Just Eat, Nestlé, Camden Council, King’s Cross, Google, catering companies Baxter Storey and CH&Co and Next-Gen Consortium brands (Starbucks, McDonald’s, and Coca-Cola) and more,” Qureshi explained. “To date we have completed over 1.1 million orders, saving 2.2 million single-use plastic items from ending up in landfills.” According to Qureshi, the response and engagement from consumers has been positive. “We’ve achieved a 95%–99% return rate for our packaging which is well above industry standards,” she said. Another consideration that consumers grapple with when it comes to reusable packaging is hygiene. This may also be heightened by residual fear from the early days of the pandemic when information about the transmission of the virus was unclear. “There is no denying that reusables can be met with a bit of an ‘ick’ reaction, knowing that the container has been used before,” explained Beth Massa, CEO of reusable packaging company Ozarka. “We completely understand that, but we might ask someone to imagine dining at a restaurant,” she said. “We employ higher hygiene standards and practices than restaurants.” Similarly, CLUZBERØ said that its reusable packaging is washed to ISO standards. According to Massa, Ozarka offers “packaging-as-a-service to made-toorder food vendors,” collecting, cleaning, and redistributing the packaging used by consumers. “We work with takeaway, delivery, events, festivals, stadiums, and corporate caterers,” she said. Consumers are accustomed to using cutlery and plates that have also been used by others before them at restaurants, which Massa suggests helps limit any fears around cleanliness. She argued that shifting the
mindset around reusable packaging is an important step towards helping consumers overcome potential hygiene-related hesitation. Massa also suggested that the success of reusable packaging depends on how closely it resembles disposable packaging in terms of convenience and functionality. “It must be nestable, stackable, leak resistant, and microwavable,” she explained. She went on to add that the lids need to snap shut quickly and that the shape and size of the packaging should be compatible with the type of food it is meant to hold.
Returning packaging for reuse Keeping the packaging in the loop is crucial to ensuring that reuse solutions do not unintentionally exacerbate the issue of waste instead of providing a solution to it, according to Sutton. “Low loss rates are imperative to ensure that the system as a whole actually reduces impact,” she said, “rather than increases it because a higher impact item has been lost, littered or taken home.” In Massa’s experience, consumers “almost always” return packaging after they have used it. “There is always room for improvement, but it has actually been much less difficult to get containers back than anyone could imagine, even us,” she said. “Most of the time, when someone doesn’t return a container, it’s just gotten lost, or they didn’t know it was reusable.” She argued that communicating the process clearly with customers could help tackle this issue. Even when the packaging is not returned, it can be used again by consumers at home if it is made of durable materials. This has been the case for a lot of the packaging provided by Swiss company reCIRCLE. The founder and CEO of the company, Jeanette Morath, explained that it is common for customers to not return the packaging after its initial use, choosing instead to reuse it for takeaways or leftovers. “As they are high quality, they are used in private, which makes us very proud,” she said. “As we work with flat rates with the restaurant partners, a BOX can be returned even after years within the network.” Additionally, reCIRCLE’s packaging has a significant deposit to ensure that consumers do not keep the packaging only because it is inexpensive to do so. Packaging Europe | 11 |
Having a large network of businesses that have adopted a reuse solution is important to increase customer participation, according to Morath. “We have found out that lots of customers always go to their favourite three restaurants,” she said. “If all three are reCIRCLE partners, then the customers will switch.” It is more difficult to get consumers to experiment with reusable packaging initially than it is to get them to stick to reuse once they have become involved in it, she argued.
The future of reusable takeaway packaging Consumers are interested in sustainable solutions, even if this comes with a higher price tag. A YouGov poll from last year showed that, when asked if they would pay more for products that are better for the environment, most respondents from countries like Germany, the US, the UK, and Australia responded that they would. Simplifying reuse solutions appears to be a key step in getting customers to take that extra step of returning their takeaway containers. “An increase in the number of actions / behaviours required for something that is new is discouraging for the public,” Sutton explained. “They need a good incentive as to why they should change their behaviour, try something new and go out of their way,” she added. “For reuse, there is a system that citizens need to play a part of – i.e., collection, refilling, cleaning or delivery – brands need to work harder at understanding the values and drivers for their customers and design the system to specifically align with their values and lifestyles.” Reusable packaging company Vytal uses gamification to help consumers return the packaging after use. Through its app, the company is also able to nudge consumers to remind them when the time has come to return the packaging. Consumers do not have to pay a deposit initially, but they are required to pay a four-euro fee for an unreturned cup, which goes up to 10 euros for a bowl. “Studying the German deposit system, we had the advantage of learning from a long tradition of reuse and could use modern technology… to achieve a 99.3% return rate in our system,” said Sven Witthoeft, co-founder and managing director at Vytal.
But according to Massa, getting consumers involved with reuse solutions is not as difficult as getting caterers and restaurants onboard. “They are overworked, understaffed, margins notoriously thin, [and] storage space is always constrained,” she said. “Asking a food vendor to change their processes, even when they really believe in reducing waste, is much harder than swaying consumers.” To get reusables to consumers demanding more sustainable solutions, it is important to first understand and address the concerns of businesses. Convincing packaging producers of the potential and economic viability of reuse solutions is also key in encouraging a shift to reusables, Sutton explained. “99% of today’s packaging producers have a business model that is driven to succeed from the production and manufacture of single-use packaging,” she said. “Producers needs a sound (sales) evidence base from brands to be reassured that pivoting their business model will result in economic growth.” The level of impact that a reuse solution can make is largely dependent on whether it can be scaled. Achieving this depends on whether the correct infrastructure to produce reusable packaging at scale is available. “We have some great materials that perform really well for reusable packaging, but most conversion/ production methods have been developed to make lightweight, disposable packaging commercially viable at scale,” Sutton said. “The sector needs investment for new infrastructure that unlocks commercial viability for reusables which inevitably will have lower production volumes n because they are designed to last much longer,” she added.
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WHAT’S DRIVING THE WEIGHING & INSPECTION INDUSTRY? The many external pressures on packaging technology providers – environmental, consumer demands, fluctuating price points – bring challenges but also opportunities to adapt. Victoria Hattersley speaks to representatives from Mettler-Toledo and Fortress Technologies to find out how this relates to the weighing & inspection sector.
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hen we think about increasing efficiency and reducing waste along the supply chain, weighing & inspection technologies may not be the first thing that springs to mind. But they’re just as important a part of the equation as the materials we choose, the shipping solutions we employ and everything else that goes in to creating more sustainable production and consumption models. According to the Data Bridge Market Research report, ‘Global Weighing and Inspection Market – Industry Trends and Forecast to 2028’, the weighing and inspection market is expected to witness market growth at a rate of 6.1% in the forecast period of 2021 to 2028.
What might be driving this? Convenience food is of course a growing market, accentuated by rising costs of living around the world that are prompting consumers to go out less and eat at home. Interest in plantbased food products is very much on the rise, and this goes alongside a growing interest in wellness and fitness. This latter, in turn, is a strong driver for demand for pharmaceutical products. In all of these booming industries, inspection technologies have a key role to play in quality and safety control.
The growth of combi-systems Today’s consumers are certainly demanding. And we can talk about ‘trends’ but the reality is that sometimes these change so fast it can be difficult for producers to keep up. Consumers are used to a level of flexibility and speed of delivery that has never been seen before. It’s also fair to say that they are more environmentally conscious and the majority would want the products they buy to reflect this. One way the weighing & inspection sector is addressing this is through the development of combi-systems. These are growing in popularity as they can provide users with a range of functions all in one place. We have seen a few examples of such systems – two of which are offered by the companies we spoke to for this piece. Packaging Europe | 15 |
The Raptor range from Fortress Technology Europe combines metal detection, checkweighing and X-ray. Meanwhile, Mettler-Toledo says its flexible combination machines based on the company’s C-Series modular system frame provide multiple product inspection technologies within a single, compact footprint. “Metal detection and X-ray inspection can be combined with checkweighing, while triple combination systems are also available, including vision inspection,” says Rob Rogers, Senior Adviser for Food Safety & Regulation, Mettler-Toledo Product Inspection. “Modularity is another part of the solution, allowing companies to invest in future-proofed inspection machines that can develop as the demands on their own business do.”
The importance of software and data sharing Smart, automated technologies represent the future of packaging technology – whether through remote monitoring and servicing, digital track and trace,
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automated setup or even using augmented reality to diagnose and repair equipment more quickly and efficiently. “Increasingly, smart also means the advances we have been able to make in the algorithms that enhance the sensitivity and effectiveness of inspection technology,” says Rob Rogers. “A prime example of these ‘smart’ developments is the M30R Series metal detection systems, which are powered by new SENSE™ software, always learning and optimizing the metal detector’s operation. We believe SENSE™ to be a game-changer in the metal detection field. SENSE™ acts much like a human brain, commanding the neural network within these systems.” Indeed, the importance of software and data sharing cannot be stressed enough. In a digitalized era where security and traceability matter more than ever, correct use of data can make manufacturing and packaging processes more transparent which means every actor in the supply chain – from the raw materials to end of life – is accountable for their actions.
And while there are understandable fears about cybersecurity, digitalized data may well actually score higher than paper records in many ways. “Not only can manually collated information be incorrectly recorded, forgotten or lost, but results can also be deliberately falsified. “If food processors cannot prove when and where inspection of their products took place, there’s a risk that they’ll be unable to demonstrate HACCP compliance and could be forced to re-inspect an entire batch. This not only slows down production, at worst it could trigger a product recall.” “We are entering a new Internet of Things (IoT) era where everything that can be connected will be connected.” says Phil Brown, Managing Director of Fortress Technology Europe and Sparc Systems. “Knitting together the extraction of data and bridging the gap between machines and humans will help predict rather than react to all types of production scenarios.”
External pressures All of the above will be key to addressing the growing number of external pressures facing FMCGs and packaging manufacturers. The most pressing of these is of course the need to improve environmental performance and reduce waste. Rob Rogers explains how inspection technologies can help address this. “Such technologies can help improve a manufacturer’s environmental performance by cutting down unnecessary waste on the production line. Early detection of a problem leads to fewer products or packs having to be thrown away, fewer good products needed to make up the shortfall, easier reworking and less chance of further contamination or damage further downstream.” Fortress’s above-mentioned Raptor machine has, the company says, been designed to minimize energy consumption. “Whereas some food X-ray machines require cooling systems, such as fans or air conditioners, the Raptor X-ray pulls in fresh air and uses a more energy efficient fan generator to circulate air through the cabinet,” says Phil Brown. Another issue facing the FMCG sector today is that of rocketing food prices and ingredient shortages, caused in part by poor harvests but also ongoing socio-political upheavals – such as the one currently underway in Ukraine.
“This is especially pertinent for the bakery and cereal sectors,” continues Phil Brown, “which are trying to absorb rocketing flour price increases. IMF reports suggest that between April 2020 and December 2021, the price of wheat increased by 80%. Production bottlenecks, weather-related incidents, subsequent shortages and increased freight costs, combined with the conflict in the Ukraine look set to push weight prices even higher in coming months.” Equally important as waste reduction is the performance and reliability of production equipment. This can typically be measured by calculating the Total Cost of Ownership – the purchase price of an asset combined with the cost of operation. But Rob Rogers also points out that another metric is increasingly being used to measure the overall productivity and effectiveness of the production line is the Total Delivered Cost (TDC). “TDC is more comprehensive as it also includes operational costs such as the physical product, packaging, labour for production and quality checks, waste product and packaging, and transport. All inspection technologies can positively influence the TDC by reducing unnecessary waste, minimizing false reject rates and enabling reworking of products and packaging.”
The impact of COVID It would also be remiss not to mention the role that the COVID-19 pandemic has played, bringing, among many things, food safety concerns. “With convenience meals, there can be more than eight production steps between sourcing ingredients to packing, and more than five different product types included in an individual meal,” says Phil Brown. “This increases the risk of metal and plastic contaminations. Intrinsic contaminants are common in protein ingredients, such as bones or teeth from fish, meat and poultry. They can also occur in fresh produce, for example fruit and vegetable pips or eggshells. Most of these are metal detectable.” The well-documented e-commerce boom post-COVID has obviously increased demand for more efficient and flexible inspection systems along the supply chain. And there has, of course, been a significant jump in demand from the pharmaceutical sector; once the vaccines had been approved, mass Packaging Europe | 17 |
production of jabs has required highly sensitive weighing and inspection, delivered under pressure. Mettler Toledo is just one company whose systems have played a part in delivering these life-saving doses.
Future market drivers The above is a brief picture of the sector as it stands today. In future, the market for weighing and inspection technologies will naturally continue to be driven by consumer trends such as the growing need for on-the-go packs and awareness of the importance of sustainable practices and ethical food sourcing. Phil Brown says that Fortress is also anticipating yet further expansion in the weight management and wellness sectors, particularly for checkweighing solutions. “Globally, the weight management market is projected to grow at 8.6% CAGR in the next five years. Here, absolute weight uniformity is non-negotiable. It is fundamental to authenticity, product integrity and brand protection. If packaging states a snack bag has 100 calories, the tolerance cannot deviate by more than 0.5 grams.” Finally, when it comes to the specific technologies themselves there seems to be a consensus that the X-ray market – already, as we have seen, a significant one – will continue to grow. This may come down in part to the availability of more affordable X-ray inspection solutions, although as Phil notes, “in our experience, this reflects the wider adoption of all inspection technology. Previously, metal detection and X-ray innovations were often pitted against each other. Yet, as food processors strive to curtail rising food prices through widespread adoption of automation and sourcing ingredients through different suppliers, the contamination risks have risen incrementally. The threat posed
by a recall and enhanced quality control is certainly driving wider adoption of both X-ray and metal detection.” So while X-ray will grow, he “doesn’t necessarily believe one will necessarily supersede another.” What we can conclude from the above is that the widespread adoption of automation and digitalized solutions to meet the demands of today’s time-poor and tech-savvy consumer was already well underway, but it has certainly been exacerbated by global events such as the worldwide pandemic. As we have learned from our industry representatives today, it is those companies that are embracing these trends that are reaping the rewards. As Charles Darwin never said: “It is not the strongest of the species that survives, nor the most intelligent. It is the one that is most adaptable n to change.”
Phil Brown
Rob Rogers
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Like the wider packaging industry, the printing sector has been facing supply chain disruptions since the COVID-19 outbreak in 2020 – with the surge in demand that followed further complicating lead times and price points. Now, with the added uncertainty of rising input costs and the war in Ukraine, the printing sector is looking at the remainder of 2022 with growing concern. Hannah Cole speaks to printing and labelling industry experts about how the sector will navigate the difficult times ahead.
A DIFFICULT YEAR AHEAD FOR THE PRINTING INDUSTRY
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OVID-19 restrictions may have lifted across Europe, but the impacts of the pandemic are still being felt by the printing industry, like many other packaging segments. In 2020, when production temporarily shut down, work forces were scaled back for safety or due to staff sickness, and freight was adapted for emergency responses, another crisis presented: a shortage of shipping containers. The resurgence of demand after the initial economic downturn associated with the pandemic only exacerbated the challenge. The e-commerce boom has resulted in a significant increase in online retail alongside the expectation that products can be shipped from anywhere in the world and arrive within days. While ports and distribution centres were still attempting to address backlogs, the additional pressure of worldwide demand led to further shortages of containers and strains on transit routes. Although the shipping container crisis has largely faded from the news cycle, distribution remains a concern for the printing sector. The global allocation of shipping containers is still uneven as countries follow different recovery roadmaps through the pandemic. China’s Zero-COVID policy, which saw an estimated 46 cities – including Shanghai, the largest container port in the world – in lockdown through April 2022, has added to the pressure on global shipping routes and reignited concerns over worldwide supply chain bottlenecks.
Nick Brannan, business director of Flint Group, tells us: “Sea container capacity has increased on all major shipping routes; however, this has done little to reduce congestion. Even with extra capacity, the carriers are struggling to maintain scheduled departures. The limiting factor is not shipping capacity, but rather how many containers the ports and hinterland connections can manage.”
Consistent supply challenges It seems the global supply chain crisis never went away – and with disruptions to major shipping routes come uncertain supply situations. According to Brannan, the printing industry is facing shortages of “many critical raw materials”, including those used in the production of printing inks, such as mineral and vegetable oils, and derivatives, pigments, and resins. For key materials like titanium dioxide (TiO2), which is used to increase the brightness and opacity of paper or as white pigment, EuPIA has identified supply constraints as factories in China reduce capacity as the country attempts to curb carbon emissions. Debbie Waldron-Hoines, consultant CEO of FIAUK, says that paper shortages have been “the main issue” for the flexographic printing industry. In this case, the ripple effect of shocks from closely connected industries Packaging Europe | 21 |
have been deeply felt. On Friday 22nd April 2022, the union strike at UPM’s Finnish paper mills, an important supplier for the print-adjacent labelling industry, came to an end after 112 days. The strike, according to Waldron-Hoines, has created “significant challenges” for the printing industry that will linger even now that UPM’s mills are online again.
“Raw material pricing is being increased on a monthly basis as suppliers to the ink manufacturing industry continue to pass on the cost increases they are faced with.” According to Jules Lejeune, managing director of FINAT, “UPM is one of the leading global suppliers of glassine papers for release liners as well as self-adhesive laminates. If a substantial part of this raw material source is cut off due to a long-lasting strike, the whole downstream value chain gets stuck and this has created a ‘reverse snowball’ effect. “Although the UPM strike has now finished, we expect that Q2 will see the delayed effect of the raw materials shortages on the supply of labels, also to essential sectors like food, personal care and medical goods, as label company warehouses are empty and there are severe backlogs in the supply of raw materials of several months.” | 22 | Packaging Europe
The complications of high demand For the print industry, the fact that demand has remained relatively steady appears to be a source of some hope. The issue itself is not a lack of demand, but the way that supply chain constraints are impacting lead times and the ability to get products to customers efficiently. “Across the board, demand is still strong,” Waldron-Hoines says. Brannan concurs: “The packaging printing sector has continued to see high demand in the food and beverage markets, and has further increased due to consumers’ ever-growing preference for e-commerce shopping.” The printing industry, like many other packaging segments, benefits from its connections with essential applications such as food, which are relatively resilient to economic shocks like recession. However, Waldron-Hoines acknowledges that FIAUK members are “extending their lead times to offset the impacts of shortages and, where needed, increase prices if costs are escalating”. Again, the print industry is in a good position to pass on price increases because of its connections with critical sectors, but the distribution of costs across the value chain is a contentious issue. “Raw material pricing is being increased on a monthly basis as suppliers to the ink manufacturing industry continue to pass on the cost increases they are faced with,” Brannan points out. In addition to the supply chain crisis, “the biggest issue” for Flint Group is apparently “the continuous price escalation on raw materials” and “unforeseen cost inflation”. Last month, Flint Group announced further price increases for its customers after claiming that its previous prices were unsustainable. Will there be a point at which price increases can no longer be passed on? The looming cost-of-living crisis could also come into play here. Some
The consensus is that the uncertainty and disruptions are set to continue for the printing industry. retailers have nonetheless suggested plans to lower the cost of staples in a bid to appeal to struggling consumers and remain competitive. Even if this helps to steady consumer demand, it may well complicate plans to pass on price increases and undermine profits for producers upstream. The challenge appears to be one of contradiction: supply cannot meet demand, and price increases cannot be fairly passed on ad infinitum without potentially disastrous outcomes either up- or downstream. With production scaled back and prices pushed up, demand sits on the boundary between stable and precarious.
The war in Ukraine – and the uncertainties beyond According to Brannan, the tense supply and demand situation has “further intensified” due to the war in Ukraine. “Many commodities have spiked in price with suppliers adjusting prices to reflect the volatile costs in the market. As an example, we see materials such as gas oil and carbon black closely mimic the rise in crude oil.” While the European Union is aiming to end reliance on Russian oil, gas, and coal by 2030, the immediate impacts of Russia’s invasion of Ukraine include a skyrocketing of energy prices that could cut into the margins of energy-intensive industries like packaging and printing. If the food and beverage industries continue to be affected by shortages of products from Ukraine, an agricultural giant in Europe, or non-viable energy prices, Waldron-Hoines says “the flexo industry [will be] impacted in turn as the food and drink categories represent over 50% of all packaging demand”. With 2021 already being an incredibly difficult year, the printing industry has taken measures to secure supply and demand. FIAUK members, for example, were already prepared for a difficult economic landscape after Brexit and developed a “fortuitous” strategy to increase inventory levels and invest in digital workflow solutions. “This has certainly assisted those printers dramatically impacted by the rise of e-commerce,” says Waldron-Hoines, who also predicts that the onshoring of supply for the flexographic printing industry may ramp up as companies seek ways to navigate logistical blocks.
However, it’s impossible to predict how long the war in Ukraine will continue, and whether the mitigation efforts already implemented by the printing industry will be able to offer the same resilience going forward. The perfect storm of challenges faced by the printing sector – and on a larger scale, the whole packaging industry – has exposed the fissures of globalization. The “risks of this interdependence,” argues Lejeune, should act as a warning and a way into “cross-industry dialogue with the European Commission” on easing the burdens of a supply chain so interconnected that one stumbling block, let alone several, could be enough to derail production and profit. The consensus is that the uncertainty and disruptions are set to continue for the printing industry. “We can only see the situation carrying on well into 2023 at this point; there is no relief in sight at this time due to the multiple causes of shortages and inflation,” cautions Waldron-Hoines. “The outlook for the remainder of 2022 is that this year will continue to be extremely challenging, as we continue to face global supply chain issues, ongoing cost increases in fuel and raw materials, coupled with limited availability of some key raw materials,” Brannan concludes. “We unfortunately do not foresee an end to the current raw material pricing and availability challenges in the near future.” Overall, it appears that the printing sector has a tough year ahead. n
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Sreeparna Das spoke to Bob Powell, CEO of Brightmark, to understand the role advanced recycling – also known as chemical recycling – can play in supporting the demands of the flexible packaging sector, the key growth areas, and the existing challenges to scaling up advanced recycling.
CAN ADVANCED RECYCLING SUPPORT FLEXIBLE PACKAGING’S QUEST FOR CIRCULARITY?
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demand for more recycled content, commitment to meet environmental objectives and consumer expectations converge, significant increases in recycling capacities are needed. Advanced recycling is a pathway receiving significant capital investment and seeing numerous highprofile partnerships emerge. Brightmark has signed a memorandum of understanding with bp to jointly evaluate opportunities to develop next generation plastics renewal plants in Belgium, Germany and the Netherlands; and has recently become ISCC+ certified and active in CEFLEX to work more closely across the whole flexible packaging value chain.
pathways to a circular economy?
technology process in the most efficient way. There is a high value in mechanical recycling of plastic waste streams like water bottles – and in reference to the one to seven plastic categories – the ones, some of the twos, and some of the fours. Over time, the products that mechanical recycling produces, however, will break down and it won’t be possible to continuously recycle plastics via mechanical recycling, at least as well as we’re aware now. That’s where a technology like advanced recycling comes in. At Brightmark, our patented plastics renewal technology can recycle every single one of the plastics, one through seven. We don’t target the waste streams where mechanical recycling produces a higher value but we can definitely take the rest. And so I think the complementary nature of mechanical and advanced recycling of plastics is very powerful.
BP: There are a number of steps on a mission to reimagine waste and
SD: What according to you are the main barriers to scaling up
hopefully, in the end, create a world without waste. Thinking of this as ‘it takes a village’ is really important here. Reduction in use is one of the important solutions and we advocate the reduction of plastic waste by lowering consumption. And before post-consumer plastic products get to us, there need to be the right incentives and the ecosystem in place to avoid plastics entering the environment. Specific to mechanical or advanced recycling pathways, an important aspect is to determine how much of the post-use waste stream can each
advanced recycling?
SD: Can you shed some light on recycling choices and the possible
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BP: With 385 million tonnes of plastics used a year and only 9% of those plastics recycled today, I believe that advanced recycling has the power to change the equation globally. But there are a couple of barriers. The first thing is to understand where we are in the lifecycle of this solution. Right now, we’re in the early days and it is necessary to find a way to scale the technologies that work as quickly as possible. We need both com-
munity and governmental involvement. And we also need involvement from the waste management communities and the producers of plastics. Those of us like Brightmark that are in the advanced recycling area need to show the world that it’s working. Our first facility, which is located in northeast Indiana, United States, is nearing completion and thus can demonstrate the ability to sell our liquids to remake plastics and other products. It is also really important to engage with a lot of NGOs and different groups that are very concerned about plastic waste but are sceptical about what we’re doing. You may notice that I didn’t use the word ‘chemical’ when I say advanced recycling because people grab onto certain words without deeply understanding and listening, which makes them say ‘I don’t want anything to do with chemicals’. I think it’s really important to listen to their concerns, be thoughtful about them, and not dismiss the potential problems. One of the concerns that the groups have, and that we at Brightmark are attuned to, is about environmental justice. So when creating solutions, we must ensure that we are not disadvantaging some communities that have historically been disadvantaged. Similarly, regarding the environmental impacts of advanced recycling technologies, it is important that we draw in independent parties to ensure clear and credible communication. In that vein, we commissioned a lifecycle analysis at our first facility in Ashland, Indiana from an independent university and consulting firm.
SD: Based on the current dynamics and future needs, how do you think the flexible packaging recycling trends will evolve in the next five to ten years? What will be the impact on chemical recycling?
BP: There is a clear trend requiring an increased percentage of recycled content in flexible packaging. A lot of it has to do with consumer trends as there’s greater awareness of the post-use plastics issue amongst consumers, who are demanding that the products they buy have higher recycled content. So there’s that whole downstream pull, starting from the actual users of the products. And what I anticipate is until we are up at scale, there will be a lot of
stress involved in that process because we will not be scaling as fast as the flexible packaging community wants. What we need is tremendous amounts of capital to be invested in order to move faster and scale quicker. This supply-demand mismatch is quite interesting because when we designed our first facility in Ashley, Indiana, the demand that we see today wasn’t there. The world has changed really quickly as producers commit to environmental goals and respond to regulatory pressures. So it requires us that are upstream to scale quicker and create an ecosystem to get to the required volume of supply. We’ll need a lot of partnerships evolving within the ecosystem, i.e. waste management companies, advanced and mechanical recyclers, and the flexible packaging community. Also, plastics generally have not been treated as a waste stream that needed to be preserved and reused. So we’ve got the mixing in of organic material and many other things with plastics. And even though our technology is very flexible and can process plastic types one through seven, we need to create the capability of separating mixed waste so we don’t get a lot of organic material. We’ve seen that with the right economic incentives, it is possible to do so because instead of a cost, there is now an income stream associated with it. To create sustainable solutions that really drive change, the projects must also be economically sustainable as well.
SD: Can you help us identify the future growth areas? BP: I’m a big believer that one needs to go and tackle the biggest problems first – the Pareto principle. Making sure we tackle it in areas where we have the waste problem is definitely one of the key trends. And in terms of where the waste is produced, certainly, the industrialized world is a big area. I would also include parts of the world that may not be as industrialized but are facing different sets of issues with regard to waste management. Eight of the top ten rivers in the world that bring plastics to the ocean are located in the Asia Pacific region. So if, at Brightmark, we have a mission to reimagine waste, then doing it just in the States or just Packaging Europe | 25 |
in some particular areas is probably not going to drive the greatest impact. I think what you would see is us at Brightmark and probably others being very geographically focused. Last year we announced plans to build one of our facilities in South Korea, and earlier this year, we announced a project in Australia to do the same. Also on our radar are Mumbai and other places throughout the world. Another important trend to note here is the ESG investing area, which can drive growth. The financial community is increasing its focus on social causes and environmental issues. Much more capital is now being directed towards economic solutions that drive environmental solutions and have a positive social impact.
SD: Concerning value chain collaborations, how can converters, brands, and recyclers work together to achieve the best impact? BP: In order for us to solve the problem, we have to start with the dream and then get very specific about reality. The first step is to look at the participants along the entire value chain and break down each one of their specific areas. These include advanced recyclers, waste management companies, picking communities, producers, financial institutions, and governments, and then talk very specifically about the economics and the support systems. Getting the required regulatory support will aid this process and governments can play an important role with initiatives such as tax credit assistance, which have shown good results, for example, with renewable energy across the world. I think it’s also important that legislation supporting our industry also ensures that we’re very transparent about the environmental impacts. I fully endorse the need for advanced recyclers to also be held to a standard and we’re open to feedback and criticism because, at the end n of the day, we’re all trying to resolve the environmental issues.
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HOW PACKAGING EUROPE REASSESSED ITS OWN PACKAGING Following careful consideration, Packaging Europe will now be delivered in a compostable film wrap. Here we explain the process through which we applied questions about sustainable materials specifications to our own physical product. PACKAGING EUROPE MAGAZINE PACKAGING AUDIENCE SURVEY Existing LDPE wrap Compostable film Paper envelope No packaging Other suggestions
21% 24% 20% 25% 10%
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ver the years we’ve occasionally received feedback from readers challenging us about using flexible plastic wrap (low density polyethylene) for our magazine. While we’ve seen in our own coverage that flexibles are sometimes the most resource efficient option, we know that sustainability is multi-faceted and choices often involve nuanced trade-offs. We set out a process to review our packaging, involving market research, speaking to material suppliers about alternative options, and audience consultation.
Exploring options Here are the alternative options we found from our suppliers: Firstly, the original LDPE packaging. This is by far the most cost-effective available option. It scores highly in terms of resource efficiency but, despite being recyclable, we know that recycling of flexible packaging is still far from universal, so in many cases, the wrap will be incinerated or, worse, end up in landfill. The second option was an oxo-degradable film, which due to the presence of additives breaks down in light and oxygen. This is the cheapest of all of the alternative packaging options we encountered. However, we immediately rejected it in line with Packaging Europe’s general opposition to oxo-degradables, as we consider breaking down materials into micro-plastics as inherently bad sustainability practice. The third option was a compostable film derived from potato starch. The cost of this was 580% of the original HDPE film. It is not recyclable, but it is home-compostable and will eventually biodegrade if it ends up in landfill. The fourth option was a paper envelope. The cost of the material was similar to the compostable film, though the filling costs would be considerably higher. Paper is recyclable and widely recycled. On the other hand, it is heavier and we guessed (though we were unable to access full LCAs) this envelope had a higher carbon footprint than the compostable film.
A final idea we explored was eliminating packaging altogether. Our distributer advised that we would need to come up with a means to close the sides of the magazine, as if the magazine were opened in the distribution chain, inserts could fall out, other mail could be trapped, and magazines could be torn or creased.
Audience consultation With this information, we consulted our audience. The chart on the left shows the results we received after sending out a survey to around 10,000 subscribers. A further 10% proposed alternative approaches. Several suggested switching to digital content only. Others suggested different types of flexible packaging, such as bio-based or recycled polyethylene, or Paptic®. No packaging was the favourite option, but only by a small margin, and overall just over half of respondents favoured some form of flexible packaging.
Final deliberations Meanwhile, our distributor reported back on the practicalities of the ‘no packaging’ option. A system using transparent, perforated labels to close three sides of the magazine was identified. These would probably be added manually, adding cost. We were also informed that key markets Germany, France and Switzerland would not accept magazines without packaging unless they were sent via standard mail rather than discounted press routes, which would add several thousand euros per edition in costs. In addition, we were concerned that adding the plastic perforated label to the ‘no packaging’ magazine was in itself an environmental disadvantage: due to its small volume it would probably not render the magazine unrecyclable in the paper stream, but it would introduce non-fibre pollutants into recycled paper which led us to reject this option. We next eliminated the heavy paper envelopes on the basis that the cost was higher and we believed that the carbon footprint would also be higher. This left us with a choice between the existing LDPE wrapping and the potato starch-based compostable wrap. Compostable was more expensive, but slightly more popular with readers. The compostable wrap has inferior strength and would provide a lower shelf-life for perishable goods, but we judged it would be sufficient to protect our magazine from the rigours of transit. Therefore, from the June 2022 edition Packaging Europe magazine will be delivered in compostable potato starch-based film by TÜV Austria. However, we’ll continue to reassess the packaging options available to us. As the value chain builds, through CEFLEX and other mechanisms, toward universal collection and recycling of flexible packaging across Europe, it may be that one day our LDPE wrap makes a comeback, ideally with bio-based or PCR content. n Sustainability never stands still. Packaging Europe | 27 |
A CLOSER LOOK AT AMCOR’S AMPRIMA® RECYCLE-READY PACKAGING RANGE Amcor’s AmPrima® range of mono-material packaging solutions was designed with the aim of replacing hard-to-recycle, multi-material options, without any compromise on performance. To find out more about this family of solutions, we spoke with Trevor Davis, Marketing Director at Amcor. For readers who might not have heard of it before, please could you introduce Amcor’s AmPrima® range? Today, brands are looking for more sustainable packaging thanks to increased media attention, corporate commitments, and consumers’ environmental concerns. According to Amcor research, more than three quarters (76%) of consumers across the US, UK, Germany, Australia, China, and Brazil find recyclability the most important sustainability attribute for packaging. They want to recycle more, and they want brands to help them. In fact, 83% want brands to make it clearer how to recycle their packaging.* To meet this demand for more recyclability, Amcor launched a recycleready solutions portfolio, AmPrima®, in the United States, in 2020. AmPrima® provides options for brands who need packaging that still offers the barrier, material stiffness, seal strength, graphics performance and fast run speeds of traditional unrecyclable packaging. The launch was a success and in August 2020, AmPrima™ received the Association of Plastics Recyclers’ Responsible Innovation Acknowledgement. | 28 | Packaging Europe
In March 2022, Amcor brought AmPrima® to Europe. Coffee, dairy, snacks, and home and personal care (HPC) brands across Europe are now benefitting from more sustainable packaging with maintained production efficiency and enhanced brand appeal.
Could you break down some of the key features of the range, and give us some examples of how brands can put it to use? Fitting a wide variety of packaging needs, the versatile AmPrima® portfolio is currently available in a range of PE and PP mono-material formats, targeting even the most demanding applications in terms of product protection, packaging convenience and runnability on packaging lines. AmPrima® employs a variety of technologies including proprietary techniques unavailable elsewhere. This delivers the heat resistance, stiffness, clarity, graphics performance and run speeds that brands demand, matching the performance of current unrecyclable alternatives in the vast majority of cases.
For example, AmPrima® PE Plus for roast and ground coffee is suited for all typical coffee pack formats and sizes, and is available with both lock/ seal and peel options to protect freshness and aroma. According to our analysis, it has the potential to replace over 200 current non-recyclable coffee packaging specifications. AmPrima® solutions for cheese are also available in a variety of formats including flow wrap for hard cheeses, pouches for grated, and even flow-packs for leak-prone cheeses such as mozzarella. This allows brands to choose a full PE solution with robust product protection, that fits the requirements of most European PE recycling streams.
In terms of placing this innovation into the context of the overall European flexibles recycling landscape – how can AmPrima® be disposed of post-use? AmPrima® is recycle-ready in most flexible PE and PP packaging recycling streams. Additionally, it has a lower carbon footprint than many of the packaging structures it replaces, helping brands to meet their sustainability goals. The AmPrima® recycle-ready range is designed according to CEFLEX guidelines for circularity and certified by cyclos-HTP for recyclability in the real world. Before its European launch in early 2022, AmPrima® had been available on the US market for some time. How have consumers and brands responded to the product thus far? AmPrima® products are designed to be compatible with PE film recycling streams in the US. They can deliver as much as a 60% reduction in non-renewable energy use over equivalent non-recyclable options and offer as much as a 46% reduction in carbon footprint and an 18% reduction in water consumption. ** AmPrima™ PE Plus recycle ready solutions with heat-resistance also meet the Association of Plastic Recyclers (APR) responsible innovation requirements. Many bottled beverage American producers have chosen Amcor’s AmPrima™ recycle ready polyethylene (PE) shrink film for multi-packs, over corrugate and paperboard because it uses less energy and lowers greenhouse emissions in the distribution channel, without compromising run speeds and machinability.
Recently, a bottled beverage producer asked Amcor for help to improve the sustainability metrics for their shrink film – adding 30% PCR content was the solution. AmPrima™ films with PCR content still maintain recyclability through the same US drop-off schemes, but the benefits multiply to provide a more sustainable package. By closing the loop, the brand improved its sustainability impact with a 24% reduction in non-renewable primary energy demand, 10% carbon footprint reduction and 12% less water consumed. Amcor supported the producer in obtaining How2Recycle® labelling, helping to provide an additional brand connection for sustainability-focused consumers.
Let’s look ahead – is AmPrima® suited for the future of packaging sustainability? AmPrima® is designed to be a more sustainable choice today, and is future-ready for more environmental benefits to come. Using ASSET™, Amcor’s in-house life-cycle assessment tool certified by The Carbon Trust, we can compare the performance of our AmPrima® recycle ready films, against a typically-used equivalent solution. For example, a coffee customer that switches from a PET/Alu/PE structure to an AmPrima® PE-based soft pack can benefit from an up to 73% carbon footprint reduction, a 68% reduction in non-renewable primary energy usage and an 85% reduction in water consumption. The plastic reduction compared to similar standard coffee soft packaging currently on the market in Europe is between 15 and 20%. The PE and PP recycling streams for flexible packaging in Europe will continue to evolve. AmPrima® solutions are suited to both mechanical and chemical (advanced) recycling. Switching to AmPrima® today means brands are future-ready for more environmental benefits tomorrow as the recycling n industry develops. * In conducting the market research published alongside this report, Amcor surveyed 2,000 respondents in each of the U.K., the U.S., Germany, Australia, China and Brazil online between Oct. 27, 2021 and Nov. 9, 2021. **According to results of Amcor’s ASSET™ Life Cycle Assessment tool. Packaging Europe | 29 |
ACTIVE AND INTELLIGENT PACKAGING SPOTLIGHT
In collaboration with our partners AIPIA, we bring you the latest from the world of intelligent packaging.
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PERSONALIZED SKINCARE FOR CLINIQUE CUSTOMERS VIA NFC LINK
osmetics manufacturer Clinique is using near field communication (NFC) technology to connect its products to the Internet of Things in a campaign running across 35 countries. NFC labels have been added to give jars of Clinique’s Moisture Surge 100H their own unique digital identity. Customers can scan the labels to find exclusive content and services from Clinique’s Daily Dehydrator Index. This offers personalized skincare advice to customers who answer a quiz. A campaign filter, with the ‘More Than You Think’ tagline, enables users to take selfies and share them on social media.
In the UK the product is available exclusively through Boots. Once a consumer completes the quiz, which includes questions on various environmental and lifestyle factors, they receive individualized results, with a guide to Clinique’s expert advice on keeping their skin glowing and hydrated. The digital experience also offers access to Clinique’s virtual skin analysis tool, Clinical Reality, which plots over 80 data points on a user’s face from a single scan to provide bespoke skincare and makeup recommendations. Clinique is working with connected experience specialist SharpEnd on the campaign. Its
IoT platform tracks campaign engagement and subsequent usage of the campaign’s features. Matching that up with sales data to gain fresh insights into consumer behaviour.
DIGITAL TRACKING LABEL AIDS AUTHENTICATION OF PARMIGIANO REGGIANO CHEESE
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he Consorzio del Parmigiano Reggiano (CFPR) has formed a partnership with Dutch/French consortium Kaasmerk Matec and USA-based p-Chip Corporation to launch a line of food-safe and secure traceability digital labels for its Parmigiano Reggiano cheese wheels. The new technology will deliver previously unseen levels of traceability, inventory tracking and control, product authentication, quality assurance testing, product serialization, and consumer safety, they claim.
Kaasmerk Matec and p-Chip partnered to complete this innovation program for a digital device integrated into the casein label, an industry-standard, proteinbased type of food/cheese identification method. The innovation combines food-safe Casein labels with the p-Chip micro transponder – a blockchain crypto-anchor that creates a digital ‘twin’ for physical items. This scannable new food tag is smaller than a grain of salt and highly durable, delivering next-generation visibility and traceability according to the developers. “By being the first to incorporate these secure digital labels onto our cheese wheels, we can continue to ensure consumer safety, bringing the traceability and the authentication of our products to meet industry 4.0 technological targets.”
SMART TRACKING SOLUTION FOR COFFEE CAPSULE RETURNS LAUNCHED BY NESTLÉ AND NOZAMA
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estlé has partnered with Nozama to implement a tracking solution for Dolce Gusto coffee capsules to enhance the traceability of returns to recycling points by consumers, who can use an app to monitor deposits and collect credits that can be exchanged for prizes and discounts. According to the companies, consumers can download the NDG Recycling app from either the Apple Store or Google Play. Consumers can weigh the capsules they are going to recycle on a smart scale, which will apparently show a QR code that is scannable through the NDG Recycling app to transfer the data. The app allows consumers to keep a personalized track of the number of capsules they deposit, and to accumulate credits that can be exchanged for
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prizes or discounts. Nestlé and Nozama claim that the tracking solution connects and involves consumers with the waste management process while giving a second life to the coffee capsules. In addition, the tracker reportedly adds transparency to the process of recovering and recycling coffee capsules by allowing their traceability. The collaboration is also aimed at encouraging consumers of Nescafé Dolce Gusto to move their capsules to a collection point through the Plastiks Marketplace. Launched earlier this year, Plastiks connects consumers and producers with recyclers through Non-fungible Tokens (NFTs) that can be used as a marketing tool or loyalty programme to incentivise collection and recycling.
TOPPAN DEVELOPS TEMPERATURE LOGGER LABEL FOR LONG-DISTANCE TRANSPORTATION
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oppan has developed a thin, card-sized temperature logger label that enables temperature to be measured and recorded at regular intervals during transport and for data to be sent to databases via wireless networks. The temperature logger label can be attached to freight to automatically record the surface temperature at an interval set by the shipper. There are apparently 22 options to select from when choosing an interval, including once a second to once every 60 minutes, with the latter allowing the history of temperature changes to be recorded over a six-month period. Three temperature measurement modes are available. The ‘regular mode’ apparently records the date and time of the measurement on the IC chip, while the ‘compressed mode’ only records information on tempera-
ture and the date and time are added to the management system after the data is read. The ‘limited mode’ only records temperature range classification, such as ambient temperature, chilled, or frozen, allowing the number of times information is recorded to be eightfold that of the ‘regular mode’. The solution also includes an authentication function that prevents unauthorized access to temperature logger labels and a traceability function for managing the status of items being shipped. Toppan’s temperature logger label solution features a single-use battery and a smartphone app to adjust settings. According to the company, its simple structure and functions enable the label to be one-tenth of the cost of existing temperature logging devices that include a control panel and assume replacement of the battery.
SEALED AIR LAUNCHES DIGITAL PACKAGING BRAND
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ongstanding AIPIA member Sealed Air has launched its digital packaging brand, prismiq, which has a portfolio of solutions for design services, digital printing and smart packaging. The new brand offers three solution categories: Smart Packaging: prismiq eliminates waste and excess packaging while enhancing products and customer engagement. Sealed Air’s endto-end cloud-based platform generates package-specific digital IDs that collect and manage data along the value chain. Design Services: designs packaging made to be connected for brand owners. The team of nearly 200 design specialists work with customers around the world to create custom graphics, design new concepts, and conduct performance testing.
Digital Printing: systems can run multiple designs on a single order, print serialised/digitised codes and images that are package-specific and allow customers to have flexible order quantities, as well as faster turnaround times. “With your smartphone, prismiq will allow you to see inside the package. Through the Sealed Air Mark, multiple data signatures can be transmitted to your phone, such as QR, bar codes, RFID, recycling codes, date and time stamps, so enhancing the human experience,” explained Sergio Pupkin, chief growth and strategy officer at Sealed Air. The company says the new system is capable of wide web, high-speed, full-colour (including metallics and invisible ink), and double-sided digital printing on flexible and shrinkable materials.
SELFLY STORE LAUNCHES NEW RFID-ENABLED MICRO-STORES FOR UNMANNED RETAIL
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tora Enso’s Selfly Store has expanded its range of RFID-enabled micro-stores designed for automated, unmanned retail and onthe-go purchasing with three new intelligent cabinets. The new range consists of three intelligent cabinets that Selfly says will enable hotels, workplaces, hospitals, sports centres, and other venues to offer meals and snacks in a cost-efficient format. According to the company, the micro-stores are unmanned 24/7 and fully digitalised, allowing consumers to shop when it is most convenient for them. The company adds that the Selfly Store intelligent cabinets use RFID, sensors, cloud computing, and IoT technologies to enhance convenience for consumers. Selfly explains that RFID technology allows store managers to keep track of expiry dates and inventory in real-time, with the aim of reducing food waste. The new range includes the Selfly Fresh, which is apparently designed for goods stored at room temperature. Meanwhile, the company says that the Selfly Cool is for refrigerated meals and snacks, and Selfly Frozen is for frozen items. Aslak de Silva, CEO of Selfly Store, comments: “The global pandemic has highlighted the need for contactless solutions in retail. Unmanned
retail enables cost-efficiency advantages, while at the same time offering a convenient and pleasant experience for consumers. “When comparing food waste generated from vending machines selling fresh food items, we are seeing a reduction of roughly 13% when using Selfly Store. This brings cost savings as well as clear environmental benefits.” n
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ON SECOND THOUGHTS... WHY PLASTICS AREN’T THE ENEMY The properties that make plastic so appealing for packaging – strength to weight ratio, durability, malleability, sterility and clarity – are also those that have the potential to make it such a sustainability nightmare. But that doesn’t have to be the case.
T
he war on plastics has created a pervading view that plastic, in all its forms, is bad. This lacks nuance and understanding of both the macro and micro challenges we face. It’s not the existence of plastic that is the fundamental problem (cue sharp intake of breath). It’s what we humans do with it is where the real problems lie. It’s what we make from it. It’s the supply chain and infrastructure around those products. But the core issue, dare I say it, is our behaviours as consumers.
Infrastructure Imagine a world where 100% of plastic created is recycled cleanly. Nothing goes to landfill, incineration or is left to bob around the oceans for eternity: we have a closed loop system where every bottle is made into another bottle or something else. Sounds like utopia, right? The fact is, we have the technology and understanding to achieve this today. The issue is recovering all plastic – and today there are too many breaks in the chain. The collection and recycling infrastructure is not up to the challenge, with few standards and commonality even between local authorities here in the UK, let alone one global standard. The economics of recycling are such that it’s not sufficiently viable to recover and recycling everything, particularly if its plastic that’s not already sitting on a recycler’s doors step. Given the amount of plastic we use and that which is already out there in the system, it’s crazy that it’s still cheaper to buy virgin plastic than it is recycled.
What’s the alternative? We also need to understand that, if plastics ceased to exist tomorrow, there’s no real substitute. Sure, we’d get by, but there’s a high chance you’d start paying more for the everyday essentials as alternatives would cost more. The materials that would take their place are also not without their own negative sustainable impact. Yes, paper and board are renewable (if they’re sourced from managed sources or recycled), but they use huge quantities of energy and water in their manufacture. A lifecycle analysis comparing a plastic and paper bag shows the plastic bag uses 71% less energy in its manufacture. There’s also much more chance of it being used multiple times. We’ve used glass for centuries, but it’s incredibly heavy and takes up more space than an equivalent sized bottle made from plastic. This
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leads to supply chain inefficiencies and a hike in energy needed to transport it around. Aluminium is super lightweight and widely recycled. But it takes more energy than any other metal to mine it.
Technology innovation Chemical recycling for plastics on a mass scale is just around the corner. This breaks down plastics to a molecular level for cleaning and recycling, rather than the current mechanical systems that rely crudely on grinding the plastics into little chips with all the contamination that brings. This should mean that plastics can be recycled and remade again and again without the introduction of virgin material or loss of performance. In parallel, plant-based plastics will become the norm and make them cost viable for all products.
Our relationship with plastics Designers, brand owners and manufacturers are already rethinking their relationship with plastic giving over large amounts of time, money, and headspace to the challenge. Supply chain, closed loop systems, efficient recycling, and mass-scale non-petroleum plastics – we have the technology to deliver all these now. But it’s the human element that will make or break our collective futures. Can we as individuals change our convenient relationship with plastic? Closed loop systems fail if we are unwilling to do our bit. If we don’t plan and pack our durable water flask, there’s no reason for brands to consider alternatives to PET. The same goes for takeaway cups. If we’re not prepared to add a small extra step into our shopping journey to refill our durable pack, then no amount of innovation is going to help. If we don’t ensure our recycling is separated from our household waste, it doesn’t matter how efficient our infrastructure is. We must vote with our feet, our wallets and most crucially our time. As a designer, I used to believe insightful creativity would make the transition to new formats and systems a no-brainer. And whilst it reduces the barriers, creating understanding, rewarding experiences, desirability, social currency, and improved functionality, the simple truth is that we have to be prepared to do more. Plastics are not the n enemy, but apathy and inactivity are.
LISBON SUSTAINABLE PACKAGING SUMMIT
13th-14th September 2022 Lisbon, Portugal
Innovators, thinkers and leaders from FMC packaging, NGOs, regulation, EPR and recycling will come together to frankly assess our commitments, progress and how we can align around better strategies for sustainable transformation.
For more information, visit: packagingeurope.com/lisbon-strategic-leadership-summit
LISBON SUSTAINABLE PACKAGING SUMMIT
13th-14th September 2022 Lisbon, Portugal
Take a lead and create positive change that drives sustainability in packaging.
For more information, visit: packagingeurope.com/lisbon-strategic-leadership-summit