Packaging Europe Issue 17.6

Change your perspective now. With us. And our dynamic performance in the production of packaging. Where speed goes hand in hand with conservation of resources and environmental responsibility. Strong brands that deliver: Your products. And our ALLROUNDERs. Step into the future. With ARBURG. www.arburg.com/info/packaging/en

Victoria Hattersley Senior Writer

It’s true, as has often been said, that the world of the future is going to be what we have made it. This will come down to huge, sweeping, national and international legislations as well as minor, incremental innovations and individual actions. Every action taken, every decision, every new project started has an impact and it can be both positive and negative.

But it’s not necessarily true that we all bear equal responsibility when it comes to our collective failings. There are those who have more power to act on sustainability issues; developed countries supporting developing nations to build their own waste infrastructure, for example, or large multinationals investing in innovative, forward-thinking green start-ups. What has been encouraging of late is that many larger organizations seem to be increasingly conscious of the opportunity to realize long-term financial benefits which drive impacts at scale by investing in green technologies. Increasingly we are seeing these bigger players invest in the start-ups or open innovation networks. It’s a time for risk-taking.

The winners of our pre-commercialized Sustainability Awards categories, announced in Amsterdam in November, have shown us some examples of what positive change could look like – whether that’s Siegwerk subsidiary polycirQ developing deinking surfactants that aid mechanical recycling, or AB InBev utilizing a novel straw pulping method to create cartons using surplus barley straw.

Now on to the current issue. As ever, standing close to the crossroads of a new year, we have the opportunity to look both backwards and forwards. Emma Liggins talks us through some of the biggest stories around sustainable innovation from the past year, from advances in chemical recycling to reuse and paper alternatives to plastics. Casting an eye over the next year as the countdown to interpack 2023 begins, I take a look at what we

can expect to find on the innovation agenda and ponder on what the really ‘game-changing’ developments would look like.

Elisabeth Skoda has been speaking to industry experts to learn about the recent developments in barrier properties for paper packaging –something which has been a major theme of the past year. In the world of Industry 4.0, meanwhile, Frances Butler explores how automation and advanced data can drive sustainable packaging.

Elsewhere in this issue, I speak to Anke Brems at the EY consultancy to get a picture of the complexities at play within the EU regulatory landscape. We also hear from CEFLEX about the recently launched ValueFlex model, which integrates state-of-the-art sorting with high-quality processing to maximize value from flexible plastic packaging waste.

Finally, before I sign off, we would like, as we did earlier in 2022, to reiterate our ongoing support for the people of Ukraine – both our colleagues in the packaging industry and the population as a whole – as they approach the end of almost a year of war. There is no room for statements of neutrality here – as we all know, Russian President Vladimir Putin wilfully and knowingly signed up for a state-sanctioned programme of bloodshed and atrocity that will be felt for generations. We can only hope, as millions of others are no doubt doing, that sanity will be restored.

Victoria Hattersley

Victoria Hattersley vh@packagingeurope.com @PackEuropeVicky

SUSTAINABLE INNOVATION: A YEAR IN REVIEW

Such features are especially important when product delivery throws additional threats to sustainability into the mix. Online shopping continues to thrive, and for all the new opportunities that brings for brand owners, it also presents challenges, especially as consumers demand packaging that is both convenient and sustainable.

INFebruary this year, we interviewed Alexander Sobolenko, cofounder of ReLeaf Paper; he told us about his company’s process of extracting cellulose fibres from fallen leaves collected in urban settlements and turning them into paper packaging. Less than a week after its publication, he and his family were forced to leave Kyiv as Russian troops descended on Ukraine. Business activities were driven to a halt.

Even so, ReLeaf was not deterred. When we spoke to Sobolenko again in March, the company was taking the opportunity to expand into other countries’ markets and planned to raise the funds to build new facilities outside of Ukraine. By May, Google had awarded ReLeaf $100,000 as part of its Google for Startups Ukraine Support Fund; it was nominated as a finalist under the ‘Renewable Materials’ category at the Sustainability Awards 2022, and in September, it launched a webstore set to provide paper bags to markets in the UK and EU.

Even under extreme duress, ReLeaf’s vision for sustainable packaging persevered and thrived. This innovation is doubly impressive given the circumstances it endured, and it is worth an honourable mention. But beyond the extremely exceptional, how did 2022 fare in terms of packaging innovations?

Sustainability Awards 2022

Taking home awards for Overall Winner, Most Sustainable Innovation, and Renewable Materials at the Sustainability Awards this year, Siegwerk’s UniNATURE packaging inks are said to combine natural and conventional resins from bio-sourced monomers and incorporate up to 50% renewable carbon content – thought to be as much as nine times higher than standard water-based inks. Not only does this cut down on the microplastics found in the industry, but it is also thought to preserve the recyclability of the paper and board packaging it is printed onto.

Paper and fibre were popular choices of material this year. Two Sustainability Awards finalists embraced their benefits, including envoPAP’s envoBOX. Made from discarded agricultural fibres, it is thought to reduce carbon footprint by 28% in comparison to virgin wood fibre, prevent agricultural waste from being incinerated, and lower the demand to produce unsustainable plastics. Smurfitt Kappa also provided its paper-based packaging solution to consumer goods company Reckitt, allowing the selling of products via Amazon without the need for single-use plastic blisters or fillers.

Other award winners included Henkel, with its TechnoMelt Supra ECO carbon-negative packaging hot melt coming out on top in the Climate category for its 80% bio-based raw material input; and Amcor Healthcare’s AmSky blister packaging, which earned first place under the Recyclable Packaging umbrella thanks to its avoidance of PVC and foil – but you chose MCC Verstraete’s SealPPeel to win the Readers’ Award. Its heat seal die-cut lidding innovation is made from PP, which is thought to enable PP packs to become completely monomaterial and increase their chances of being recycled without compromising on print quality.

Clearly, both industrial players and consumers have been eager to cut down on plastic packaging. However, a material we rely so heavily upon is unlikely to be completely eradicated anytime soon, and methods of dealing with existing and, inevitably, future plastic waste must always be accounted for.

Industrial recycling and circularity for plastics

Chemical recycling has experienced a boom in attention this year. Not all of it has been positive – such organizations as WWF, Oeko-Institut, and The Consumer Goods Forum have expressed reservations about the process and its long-term sustainability benefits.

Emma Liggins casts her eye over some of last year’s most significant innovations from across the packaging value chain.

On the other hand, a variety of industrial players have been taking steps to put advanced recycling into action. Early contributions included SÜDPACK and Clean Cycle’s long-term investment in CARBOLIQ recycling technology in March. A significant uptake took place in July, with two collaborative projects announced by Dow; one partnership with Mura Technology aims to increase aggregate advanced recycling capacity by 600 kilotons through the construction of multiple HydroPRS recycling facilities across the US and Europe, while another with Valoregen seeks to offer both mechanical and chemical recycling in a hybrid site set to be built in France.

In August, px Group’s Saltend Chemicals Park was awarded a ten-year Operations and Maintenance contract by ReNew ELP – another positive sign for HydroPRS technology – while October brought a further investment from Dow into Mura Technology’s ‘closed-loop’ conversion system for hydrocarbon feedstocks, alongside an announcement from Borealis that it would open a new plant for recycling PO waste in Austria. Wherever individuals might stand on the controversy, companies are putting their money where their mouth is for advanced recycling – time will tell whether the investment pays off.

Yet advanced recycling is not the only sector to set its sights on circularity. Back in February, Carbios and Indorama Ventures announced their plans to build what claims to be the first-ever industrial-scale manufacturing plant for bio-recycled PET in Longlaville, France. Although construction won’t be complete until 2025, the companies anticipate the infinite recycling of PET waste by breaking it down into its core monomers and rebuilding them into new PET plastics. If successful, this method could be a breakthrough in recycling technology.

Similarly, March saw the formation of The Perfect Sorting Consortium, in which National Test Centre Circular Plastics (NTCP), Ghent and Radboud Universities, and nine brand owners will spend the next two years working to improve separation in packaging waste streams using an artificial intelligence decision model. This is expected to detect and sort products by colour, shape, material, or application, and work alongside existing technologies to increase sorting and recycling rates and recyclate quality.

Sustainability in supermarkets and beyond

Commercial interest in recycling, and in sustainable packaging practices in general, seems to have taken off amongst retailers. Tesco has been particularly proactive, forming partnerships with Berry Global and Heinz to produce pellets for bin liners and Heinz Beanz Snap Pots using soft plastics from its in-store collection points. In September, it removed cardboard boxes from the packaging of both branded and own-brand toothpaste lines.

The company also completed a reuse trial with LOOP. Initially launched in 2020, the scheme provided shoppers with prefilled reusable packaging for staple foods, beverages, confectionery, and personal care products; these could be returned to stores to be cleaned and refilled. Tesco concluded that the outcome was a more hygienic, convenient, and sustainable

alternative to conventional packaging, although it warned that customers might hesitate to buy reusable packaging for fear of forgetting to bring them on their shopping trips.

Just as packaging solutions have adapted for supermarkets, so too have supermarkets embraced new technology. Self-service reusability systems appear to have been an international trend – smart dispensers and reusable jugs were hoped to facilitate ‘packaging free shopping’ at Albert Heijn XL in Rotterdam; Walmart, Procter & Gamble, and TerraCycle debuted instore recycling collection for personal care packaging; Lidl is set to trialling refill stations for laundry detergent.

At the same time, it has been a year of particular interest surrounding deposit return schemes (DRS). While Sensoneo oversaw the launch of a DRS scheme in Slovakia at the turn of the year, making it the eleventh EU country to do so, various non-governmental organizations in Italy pushed for a mandatory national DRS in the ‘Buon Rendere – molto più di un vuoto’ campaign. The industry took notice, and solutions continued to arise.

Although it has yet to make its debut in stores, TOMRA Collection’s TOMRA M1 is claimed to be the market’s smallest three-material reverse vending machine and is set to grant smaller retailers the opportunity to engage in DRS. Compatible with standard electricity and single-phased power, each 98cm wide, 63cm deep, and 165cm tall machine can reportedly store 550 aluminium cans, 270 PET bottles, and 80 uncrushed glass bottles.

Further still, a partnership between re-universe and evian sought to bring the ‘first-ever’ digital DRS to Wimbledon, with customers registering their recycled beverage packaging for the chance to win tickets to the 2023 Women’s Finals – a scheme that has now been extended to in-store deposit points in Sainsbury’s supermarkets. There are concerns surrounding consumers’ reception of these schemes, and whether the deposit returns – with spending usually restricted to other products by the same corporation – are enough to incentivize them to participate. Nevertheless, each has seen its own level of success, and it is likely that the DRS process will be refined as feedback continues.

So, where to next?

By no means is this an exhaustive list of all the packaging innovations we saw this year. Continued progress has been made in replacing carbon black packaging with NIR-compliant alternatives; financial investments and prize funds awarding smaller companies and start-ups with the money to progress in their sustainability efforts; new barrier films and materials designed for recycling, composting, and water resistance; virtual carbon emission tracking; and much more.

Packaging continues to edge away from single-use life cycles, landfill, and incineration, and production processes are becoming kinder to the planet. From factory floors to supermarket shelves, industrial players continue to collaborate and innovate in pursuit of sustainable solutions. n

WHAT’S ON THE INNOVATION HORIZON FOR 2023?

As we look forward to interpack 2023, it’s time to take a look at the innovation agenda for the coming year – and beyond. Victoria Hattersley spoke to Patrick Poitevin, former Principal Scientist at Mondelez International and founder of Advisory4Pack, and James Harmer of Cambridge Design Partnership, to get their insights into where we can expect to look for the ‘next big things’.

WEcan all agree that the most important innovations in the packaging industry today are those which are going to push forward the sustainability agenda. Some of those we will shine the spotlight on here – and I stress these are by no means exhaustive – are in the areas of paper, digital technologies and reusables, all of which we will no doubt learn more about at interpack. We will also look at the barriers to uptake and how the industry can address them.

Paper alternatives

One sector from which we have heard a lot of noise over the past year is paper alternatives to plastics. To give just a few examples from our 2022 Sustainability Awards finalists, we have had Paboco’s paper bottle, paper packaging made from fallen leaves by Ukraine’s Re-Leaf, and paper-based screw caps from Glatfelter and Blue Ocean Closures.

Over the next year, we can expect to see further advances in fibre-based solutions to increase the range of applications available. Following on the heels of Paboco, Pulpex’s paper bottle solution, developed in collaboration with Stora Enso, is moving further towards full commercialization after news that it has partnered with Kraft Heinz in the exploration of a paper-based bottle for ketchup.

Improved barrier solutions for paper packaging are also of course in continuous development. For instance, several companies – Kotkamills, DSM and Kemira among them – are experimenting with dispersion coatings to replace polymer-based coated board for paper barriers.

James Harmer hints about paper applications in other areas… “We’re excited about paper alternatives. New solutions in the flexible packaging paradigm are going to be much better and technologically superior paper-based alternatives are now emerging in the world of snacks and confectionery.” Naturally, we will be updating our readers as soon as we learn more about this.

Patrick Poitevin does, however, sound a note of caution. “With paper you still have to consider the supply chain – where you are sourcing the wood from and how far it has to travel, etc. Of course, plastic bottles replaced with paper would be ideal but as long as the bottles are completely recyclable that is still the main thing, regardless of the material. Even with paper bottles you still have the residue of aluminium or plastic layers until these can be replaced.”

Promoting sustainable food production

There are also plenty of smaller companies working in more niche areas, one of which is 3D-printed meat and fish substitutes. Patrick pinpoints Israel as a region from which we will be seeing some of the most forward-thinking innovations. For example, this year the Israeli company Redefine Meat, a maker of 3D-printed plant-based meat products, secured an investment of $135 million to fund production lines in Israel and the Netherlands (the kind of startup support we need to see more of, which we will go into later).

“3D-printed food is an important area because the meat and fish industries are clearly becoming unsustainable,” says Patrick. “But the packaging needs to be specially adapted to it and Israel is definitely in the lead here. Packages for these kinds of products not only need to protect against moisture, grease, light etc. – the product also needs to be visually appealing and look comparable to the actual meat or fish it is replacing. Because of this the consumer needs to see the product and at the moment some kind of flexible plastic would be the only possibility. Right now paper can be translucent but not completely transparent so if, in future, a paper could be developed that allows the consumer to see the food underneath that would be a real breakthrough.”

The digital packaging revolution?

Another segment in which we can certainly look forward to some important developments is digital tech. Progress in VR, AR, digital print and so on may have been slow, and at times even dismissed as gimmicky, but the industry is perhaps beginning to realise the real, practical benefits they can have in terms of transparency and information sharing along the value chain.

“With digital print, the resolution and price have been improved but still it’s really only used by converters,” says Patrick. “It is not yet used where there can be real benefits, such as if the brand owner or retailer brought it in-house. Take the example of a Toblerone, which will need packaging in many different languages involving maybe 50 or 60 SKUs. If brand owners or manufacturers had digital printing in-house they could switch over quite quickly and save space and time.

“And then, if you look at AR or VR there have only been very small tweaks in recent years. Today’s consumer really needs an easy way to connect with the

James Harmer

Patrick Poitevin

information on the product. I hope that in future a product will be able to ‘talk’ to you once you activate it and you can automatically get all the information you need on ingredients, what to do with the packaging afterwards, etc.”

We’ve all heard about the Internet of Things (IoT), but the ‘Internet of Packaging’ is also a phrase we will hear increasingly in the coming year and beyond. Ambient IoT – whereby sensors and processors can be embedded into everyday devices and the environment can adapt to the user’s requirements – shows particular promise, according to James Harmer. He gives the example of IoT solutions provider Wiliot, which has developed Cloud and IoT pixels with, it says, ‘the brains and self-awareness to tell you where your things are, who’s using them, the temperature around them, when they need replenishing, and many more insights’. The pixel is the ‘chip’ that is embedded into the pack and can essentially operate, according to James, like a ‘small computer’.

“I am excited about the prospects for ambient IoT; the application to packaging is quite incredible. It has the potential to link millions of packages and be self-powered through radio waves. The big focus for next year will be how we can leverage the ability to tap into the IoT for packaging. How can it be applied to supply chain tracking – where things have come from and where they are going?”

‘The return of returnables’

It’s fair to say that one area that has lost a bit of traction recently – and the COVID pandemic may be partly implicated in this – is reusable and returnable packaging. There had, for example, been a great deal of buzz around TerraCycle’s Loop project but, following its much-publicized trial with Tesco in the UK, this experiment seems to have stalled of late.

However, the tide may be turning again – and James Harmer says this could be down to a different kind of approach to reuse; more agile, more focused on localized areas.

“A lot of individual cities and urbanized areas are now trying to move towards reusables. So while something like Loop has slowed, it seems to have spawned a number of smaller, similar offshoots that may have a more realistic chance of success. The return of returnables, then, is what we are going to be seeing over the next couple of years.”

For example, London-based clean-tech start-up Again has raised £2.55m to create supply chain infrastructure, allowing packaging to be refilled and used again. The investment is funding a pilot scheme in London with the Budweiser Brewing Group, Diageo, Biffa, Greene King and Arsenal’s Emirates Stadium. The company will use new automation, robotics and software technologies to build a ‘decentralized network of automated micro cleaning facilities’. The model builds on partnerships within the FMCG value chain – brands, retailers, reusable packaging platforms and waste management companies.

In fact, tying into the subject of digital technologies we have already covered, ambient IoT solutions such as those offered by Wiliot can – and no doubt will –also be invaluable when it comes to reusable transport packaging.

‘Game-changing’ – or not?

So from which – if any – of the areas above or the many others on the sustainability agenda can we really expect to see the game-changing innovations? The first thing to note is that there are still barriers to the most exciting advances coming to market – the biggest of which, according to Patrick, is cost. What is

needed, he argues, is more investment from governments and large companies in those agile, imaginative, young players.

“In a multinational company when you propose innovation it’s still all about cost and it’s very risk-averse. What does it bring in for me? Bigger companies need to invest in innovative startups who can then do the work FOR them so it’s a win-win. Right now academics don’t always know what industry wants or is working on and the industry doesn’t know what academics are working on so there needs to be more communication – something we are fortunately now starting to see more of.”

It’s the startup paradox, if you like: these new companies are the ones most willing to take risks, but they are generally speaking the ones least able to do so because the funding simply isn’t there. This is what needs to change.

The second thing we should note is that the term ‘game-changing’ in itself can be something of a misnomer. We hear a lot of individual stories about advances in various fields – barrier papers, recycling technologies, bioplastics etc. – but when it comes to innovation, what we see is more of a gradual evolution of existing trends.

“In my mind, ‘game-changing’ equals a 180-degree change,” says Patrick. “For me, that would be a material that is completely recyclable. A lot of companies make claims about their products being 100% recyclable but this is not really the case. I always use the example of PVDC coated papers or UVH coatings: while a package including these may indeed be recyclable, there is still a residue or toxic ingredients left behind. We’re not there yet but I believe true 100% recyclability – including, importantly, of flexibles – may be a reality in the next five years. Right now what we get is small modifications of an existing process.”

That’s not to say that these small, incremental changes are not in themselves extremely important because they’re all taking us in the right direction. We’ve come a long way, and there’s cause for optimism, but there is still a long road ahead.

n

“New solutions in the flexible packaging paradigm are going to be much better and technologically superior paper-based alternatives are now emerging...”

ADVANCING CIRCULARITY FOR HOUSEHOLD FLEXIBLE PACKAGING WASTE

The ValueFlex model, based on a concept developed by CEFLEX, integrates state-of-the-art sorting with high-quality processing in a modular and flexible approach to maximize value from flexible plastic packaging waste. The ambition is a solution that significantly boosts the transition to a circular economy, providing high quality recycled materials from household waste for use in a range of circular products. An Expression of Interest and bidding process is giving opportunities to partner, build and operate a first generation commercial plant - based in Europe and aiming to be operational by 2025.

Hard-to-recycle household flexible packaging, predominantly made up of multiple layers of polyethylene (PE), polypropylene (PP) and other materials, make up as much as 40-45% of global plastic packaging waste.

“Unfortunately, recycling rates for flexibles are lower than rigid packaging in every region since flexible packaging is harder to collect, perhaps heavily contaminated with organic foodstuff. The often-complex multi-material structures, engineered to provide the necessary properties to preserve food quality, also makes them hard to recycle, “said Martyn Tickner, Chief Advisor for Circular Solutions at the Alliance to End Plastic Waste.

The current recycling rate for PE is only 24% and for PP, just 8%, of which a significant proportion is made up of industrial and commercial packaging such as shrink wrap for products shipped to retail warehouses.

ValueFlex aims to demonstrate a pathway to increase recycling rates to 30% for PP and to more than 50% for PE. This will contribute to the overall plastic recycling targets of 50% by 2025 and 55% by 2030 codified in the European Union (EU) Packaging and Packaging Waste Directive.

The project is a collaboration between the Circular Economy for Flexible Packaging (CEFLEX) and the Alliance to End Plastic Waste (Alliance), with support from consultants Roland Berger and HTP Engineering. Part of the project’s approach is to transform the status quo by building a first-generation commercial plant to recycle these materials.

Dragos Popa, Principal at Roland Berger said, “ValueFlex’s value proposition is in tackling the very limited recycling of flexible plastics in Europe, especially post-consumer waste. Consumers increasingly want sustainable, recyclable packaging, and packaging made out of recycled content. They are also increasingly willing to pay a price premium for this. In the long term, the project may also enable food-grade recycling of flexible plastic waste sourced from post-consumer waste.”

‘Ability to adapt to market needs’

ValueFlex’s business case is further aided by its ability to adapt to market needs. According to Dana Mosora, CEFLEX workstream consultant, “Val-

recently

ueFlex’s engineering design enables the adaptation of recyclate quality to meet market demand from the get-go. It will have the flexibility to produce polyolefin recyclate grades for a variety of applications including the quality suitable for film production or injection moulding, as well as feedstock for chemical recycling. Plant developers can choose what type of recyclate to produce and design the plant to meet that specific grade requirement.”

In the past six months, the project team has developed a detailed process design, optimized economics, and created strong industry and investor interest to construct the plant. The next step is to solicit one or more operator and owner consortiums to take the project forward.

The plant is expected to cost between EUR 50 and EUR 80 million depending on location, and operations start-up is expected in 2025. This first-generation commercial plant will be in Europe, “given the region’s advanced focus on circularity, extended producer responsibility regulations and economic incentives to ensure the rapid adoption of the most advanced solutions,” Tickner said. A bidding process has been launched to determine the most suitable owner/ operator for the facility, and hence the location. Securing access to the required feedstock – some 50,000 tonnes of PE & PP film-rich household waste – will be a key factor for the operator.

‘A great recycling solution’

The plant’s design uses commercially available technologies – near infrared (NIR), visible (VIS) and possibly digital watermark sensor-based sorting, hot washing, extrusion with double filtration and deodourisation. These will be built into a flexible engineering design able to adapt the quality and volume of products to market demand.

“The concept integrates sorting and recycling in the same plant and has been demonstrated through extensive tests and trials conducted since 2018,” said Popa.

The aim is to also design a modular plant that can accommodate further technological innovation, especially for sorting, where various technologies can contribute to more granular sorting of waste inputs in future.

For Tickner, the project leverages the technical expertise of CEFLEX and the Alliance to accelerate the solution to market. “ValueFlex demonstrates a great recycling solution that can be replicated not only across Europe but in regions all over the world.”

ValueFlex has been designed to ultimately be an open source of information, which means that in time, the knowledge, business case, economics and design elements of the platform will be publicly available for other companies and help them build similar plants. n

TECHNOLOGY TO TACKLE LOW RECYCLING RATES AND DEVELOP

END MARKETS

works to deliver a higher level of decontamination than currently available on the market, resulting in better quality recycled polymers. The process targets film-grade polymers, that can go into nonfood flexible packaging applications and injection moulding grade polymers able to go into non-food rigid packaging or other semi-rigid or rigid applications,” explains Dana Mosora of CEFLEX.

“ValueFlex

“The plant will maximize the production of mechanically recycled film grades fit for upcycling: such as recycled polyethylene film (rPE natural and colour) and recycled polypropylene (rPP) film. When these markets are saturated, mechanical recycling grades will be produced for high value injection moulding, thermoforming and extrusion blow moulding applications (recycled PE colour, rPP and rPO).”

“The remainder can be delivered as fit for purpose for chemical recycling as a mix with high content of polyethylene and polypropylene and very low contamination with unwanted polymers, other materials and substances. The mix becomes appropriate for any pyrolysis plant to optimize the yield in pyrolytic oil and its overall economics”. n

For more information about the ValueFlex project and the Expression of Interest (EoI), visit https://endplasticwaste.org/en/our-stories/expressionof-interest-valueflex

Submissions close on 22 November 2022.

Automation and data analysis are helping manufacturing companies to gather data in new ways, such as through sensors and artificial intelligence, as well as aiming to increase precision and speed of production, recognize trends and make decisions based on the data being received.

Some of the innovations so far this year include: ABB Robotics & Discrete Automation launching its Delta robot in August, expecting to increase the speed and efficiency of lightweight packaging products on factory lines; the next month saw Rockwell Automation and Paboco collaborate to develop a scalable manufacturing platform for Paboco’s paper bottles; and Reifenhäuser unveiled its automation option for coextrusion adapters and slot dies in flat film, sheet production and extrusion coating in October, seeking to improve the cost and efficiencies of the processes.

How could developments such as these impact the packaging industry?

FB: To start with, please could you tell me a little bit about your role at Rockwell and what it involves?

AS: At Rockwell Automation, I am part of our corporate sustain ability organization, responsible for our technology and strategy – and embedding sustainability into the DNA of our business units. This includes both enhancing our existing services to look more closely at sustainability as a multi-variable optimi zation opportunity, as well as supporting emerging climate industries that will help industry decarbonize.

Subsequently, I also just completed a year-long Advanced Manufacturing fellowship at the World Economic Forum, focused on ESG.

FB: From your position, what are the biggest sustainability challenges the packaging industry faces right now?

AS: I believe the biggest challenge is around culture and making it simple and convenient for consumers to make intelligent recycling decisions.

At a high level, most are aware that sustainable packaging involves reducing the materials used in packaging, right-sizing the packaging for transportation, and recyclability. To ensure recyclability there is the shift to eco-materials from traditional plastics and adhesives. For consumer-packaged goods there is also the consideration of the branding and decoration for the packaging.

For example, one of our Gold OEM Partners, Pagès Group, is accelerating the shift from plastics to Molded Fibre Labelling (MFL) with a new machine they launched this year. Their MFL solution combines decoration quality, competitiveness, and environmental requirements.

Beyond the packaging design itself, packaging OEMs are also facing manufacturing challenges, such as reducing the energy consumption in manufacturing, the flexibility required for rightsizing packaging, and the speed and mass production required to displace existing plastic-packaging infrastructure. These challenges are leading OEMs to reengineer machines to deliver sustainable packaging on energy-efficient machines.

Frances Butler asked Allie Schwertner,

Allie Schwertner, Rockwell Automation

FB: What do you think are some of the main ways the packaging industry can use automation to drive sustainability? Are there any notable advances you could talk about?

AS: In general, the more automated the operations the better for ensuring quality and reducing scrap, which is why cobots are becoming increasingly popular in packaging operations. One of the most untapped areas, however, is around the energy management of packaging machines.

Energy usage is a factor for emissions calculations, so it makes sense for OEMs to look at how to improve the energy efficiency of their machines. This could be adopting variable frequency drives, implementing stand-by modes, or deploying independent cart technology.

Or it could be a move to more advanced energy-management practices, where data is extracted from intelligent devices, such as drives or power monitors, and contextualized to production at a machine, line, site, or enterprise level. These analytics can then be leveraged to trend, visualize, and convert energy-usage data into actionable insights for reducing energy usage, improving OEE, and reducing operating costs.

FB: What data could packaging companies be using to further their sustainability goals? How can they keep track of their data, and how could this be implemented?

AS: Depending on your automation assets and level of monitoring around your machines, there is a rich amount of energy data that already exists but is currently not leveraged or viewed. Improving the granularity and monitoring of your energy data to machine, line, site, and even enterprise levels can have a big impact on managing your energy consumption and therefore reducing your emissions.

The mechanics behind this would be leveraging an IIOT [Industrial Internet of Things] software platform that would pull in the production data from the control system, develop dashboards to visualize and trend the data, and derive insights that can be used to identify ways to reduce energy usage and cost.

FB: When you spoke at the Sustainable Packaging Summit you mentioned the need for transparency and traceability for data, specifically when looking at Environmental Social Governance (ESG) data. What do you think could be done to improve this?

AS: It is critical to promote engagement and alignment in organizations and associations that bring together multi-sector ecosystems. This allows people to collaborate in a pre-sales, non-competitive space to work on solving problems for the greater good. I would even encourage companies to ask their customers or even suppliers how they are approaching sustainability.

FB: You also mentioned the BCG study which showed that while companies are concerned about emissions, there are difficulties with being able to accurately measure emissions. Why do you think this is?

AS: Traditionally, sustainability has been more a function of the EHS [Environment Health and Safety] department, which primarily operated separately from the operations and engineering teams. I believe there has been a disconnect between the departments responsible for reporting on sustainability, and those who have access to the data already.

FB: When talking about working with manufacturers, you mentioned opportunity for collaboration between different initiatives and industries. What might this look like in practice?

AS: We are seeing several examples of this across the different industries we work with, especially as it pertains to the circular economy. For example, waste plastics can now be sent to a plastics recycling plant that provides a zero-plastic waste program. This is done by transforming waste plastics into ultra-pure recycled resin that can then be sold as feedstock.

FB: What would Rockwell like to see happen in the future, in terms of using automation and data to drive change and improve sustainability, and what developments do you foresee at the company itself to achieve this goal?

AS: In the future, Rockwell would like to see the use of automation and data to drive both sustainability and productivity – with data that is accurate, actionable, and auditable. Going forward, I see sustainability data being incorporated into our products, solutions, and services. n

THE PROBLEM OF COMPLEXITY IN EU PACKAGING WASTE REGULATION

While there have been many positive steps over the past decade or so, when it comes to packaging waste – particularly plastics – the EU regulatory landscape can still seem like a confusing, fragmentary place to those within the industry who are attempting to navigate it. With increasing pressure on producers to monitor and reduce their environmental footprint, it is clearly important that there is an emphasis on increased clarity and standardization in the coming decades.

Before we go into what many would see as the imperfections of the system and what the EU governing bodies can do to address these, let’s take a brief look at the regulations as they currently stand.

The centre from which all other European waste legislation springs is of course the Packaging and Packaging Waste Directive (PPWD). Currently under revision to include additional requirements relating to package design, the directive has the twin objectives of improving the environmental performance of all forms of packaging and protecting the free circulation of packaging and pack aged goods across member states.

Extended Producer Responsibility schemes – another concept with which readers of Packaging Europe will already be familiar – are a direct result of the PPWD. There are various country-specific Producer Responsibility Organizations (PROs), including the Afvalfonds Verpakkingen in the Netherlands, Fost Plus and Valipac in Belgium, Citeo in France and Conai in Italy, which are financed through membership fees paid directly by producers.

Then there is the EU Plastic Levy, which came into force in January 2021 and through which member states are required to pay €0.80 per kilogram of non-recycled plastic packaging material put on the market. The method of collecting these funds, however, is down to each individual member state and so far only a few countries (Italy and Spain among them) have implemented the levy through imposing a Plastic Tax. And just to clarify, the Plastic Levy is not to be confused with the UK Plastic Packaging Tax (PPT): the former is focused on closing the packaging loop and end-of-life plastic disposal; the latter places the emphasis on the amount of non-recycled plastic in a pack.

“So in a nutshell,” as Anke Brems puts it succinctly, “the (plastic and other) packaging regulatory landscape is very complex, fast-moving and continuously changing.”

Lack of legislative coherence

So why is the situation so complex? It comes down to several different factors, including: overlapping EU regulations, the different approaches taken by individual member states and rapidly evolving technologies and environmental insights, to name just a few. According to Anke Brems the Single-Use Plastics Directive (SUPD), for example, could overlap with other regulations, such as EPR or marking requirements – both of which are covered in the PPWD.

“Another example is the EU Regulation on Food Contact Materials (FCM), setting out general principles of safety and inertness,” she says. “According to the European Food Safety Agency (EFSA), using recycled content in food packaging materials is only allowed if at least 95% of that recycled content comes from food-grade material. This requirement could be a barrier to reach higher percentages of recycled content in packaging, due to a lack of available food-grade material.”

She also points out that legislative coherence is hampered further by the fact that, “Contrary to Regulations, like the Food Contact Materials Regulation, Directives aren’t applicable directly. The SUPD and the PPWD need to be transposed by Member States into national legislation before they enter into force and that often needs interpretation. On top of that, Member States have the freedom to go beyond what the Directive asks. All this results in a fragmented legislative landscape. A prime example of this again is the SUPD, where there are as many versions of this as there are Member States in Europe.

“This transposition results in different interpretations and practical requirements in each Member State, some being stricter than what the EU is prescribing. So for a company putting a packaged product on the EU market, it is already quite a challenge to comply with the different EU Member State interpretations of the different EU Directives and Regulations.”

Another clear example of why it’s hard to implement an EU strategy is labelling: “Today it is difficult for consumers, companies and other market

Victoria Hattersley recently spoke with Anke Brems, Belgium Climate Change and Sustainability Services Senior Manager at leading consultancy EY, to get a picture of the complexities at play within the EU regulatory landscape and how the situation is evolving.

200 environmental labels active in the EU, and more than 450 active worldwide; there are more than 80 widely used reporting initiatives and methods for carbon emissions only. Some of these methods and initiatives are reliable, some not; they are variable in the issues they cover.”

Evolving environmental challenges

The challenges facing companies when it comes to packaging do not, of course, come down solely to lack of legislative coherence. It is also the case that the ideological and environmental backdrops against which these are operating are constantly shifting. Knowledge develops, new dangers are identified – all of this means that regulations must be constantly adapted to keep pace.

Anke Brems highlights the issue of exposure to ‘forever’ chemicals, PFAS (per- and polyfluoroalkyl substances), which are widely used for food packaging, among other applications, and are a topic of ever-growing concern for consumers.

“PFAS are a group of over 4500 synthetic chemicals, with an extreme persistence in the environment. Some PFAS can migrate from the packaging into the food, causing human health issues, and having PFAS in single-use disposable packaging causes environmental issues in its waste stage. The EU is committed to phase out the use of PFAS, allowing their use only where they are essential for society. In July this year, the Netherlands for example has already taken action by forbidding the use of PFAS in food packaging.”

Given the above, it is likely that the Commission will be taking further steps to minimize the risk of exposure to harmful chemicals and the resulting regulations will certainly impact the packaging value chain.

How far have we come?

While all the above might lead one to think that the regulatory situation in the region is in a woeful state, it is important to note that the EU is still a frontrunner compared to some other places in the world.

The EU Circular Economy Action Plan announces initiatives along the entire life cycle of products, targeting how products are designed, promoting circular economy processes, encouraging

The Plastic Strategy and the revision of the Packaging and Packag ing Waste Directive are both part of this Action Plan. In March 2022, a proposal for a new Eco-design for Sustainable Products Regulation was launched, establishing a framework to set eco-design requirements for almost all categories of physical goods placed on the EU market, to significantly improve their circularity, energy performance and other environmental sustainability aspects.

In addition, as there is currently no comprehensive EU law in place applying to bio-based, biodegradable and compostable plastics, the Commission has announced a policy framework on the sourcing, labelling and use of bio-based plastics, and the use of biodegradable and compostable plastics. It will assess where the use of bio-based feedstock leads to genuine environmental benefits, and not only reduces the use of fossil resources. The Commission will also assess where using biodegradable and compostable plastics can be beneficial to the environment, and the criteria for these uses.

Finally, there is the widespread issue of greenwashing, which is having a major impact on progress in sustainable packaging: The EU is in the process of launching its Substantiating Green Claims Initiative proposal, which Anke says would have an impact on packaging waste as well as on recyclability claims.

There is, then, cause for optimism – but there is also still a long way to go. We find it preferable to end these pieces on a practical note for members of the packaging value chain, who still need to deal with the reality of the situation as it stands today. Organizations such as EY exist to help them do this as effectively as possible, as Anke concludes.

“The situation and the regulatory landscape are rapidly evolving, and we see many of our clients struggling to keep up with all the changes. To help them out, we have established a so-called knowledge database on the different (plastic) packaging regulations and how they are being implemented in national legislations, in a very practical and comprehensive way, going further than just the legal texts, but checking guidelines and FAQs, consulting directly with national authorities, making legal requirements tangible for our clients’ specific products and needs. Having this clear overview of what is obliged and forbidden, companies then have a good basis to start developing their sustainability strategy to future-proof their packaging portfolio.”

Anke Brems

BIOMATERIALS INSTEAD OF PLASTIC

With a toll of 1.8 tonnes of carbon emissions each year, 141 tonnes of plastic packaging are produced globally1. Around a third of it never reaches the recycling systems and pollutes our environment. A change in our packaging industry is imperative and biomaterials strengthened with organic nanomaterials could be the safety hook, writes Corinna Hackenbroch, chief editor of the European Science Communication Institute (ESCI).

The average packaging waste generated per person across the continent each year is about 177.2kg, according to European Commission statistics published in 20202. Right now the trend across all industries is to move towards business models that evaluate, mitigate and minimize the environmental impact of their business.

Biomaterials – a sustainable alternative

One approach has been to develop alternatives to oil-based plastics such as novel biomaterial solutions and bioplastics.

“The definition of these two terms is difficult,” says Dr Ulla Forsström, principal scientist at the VTT Technical Research Centre of Finland. “Biomaterial,” she explains, “is produced from bio-based resources. Bioplastic is, in turn, produced from these biomaterials. But bioplastic is not necessarily any more biodegrable.”

The benefits of such materials are not only that they are potentially not as damaging to the environment as those sourced from fossil fuels, but they are renewable and can also be made recyclable.

In addition to her role at the VTT Technical Research Centre, Forsström is also the project coordinator of the European research project INN-PRESSME. The project is a collaborative network of 27 partners from nine countries dotted around Europe. Its aim is to develop services along the entire value chain to help industry integrate sustainable biomaterials into their processes.

“My favourite innovations deal with bio-based packaging solutions, because that’s an area where we have our focus and where we already have developed a lot of knowledge and competence,” says Forsström. “We believe we can help other industrial partners with this know-how.”

Open call – applicants wanted!

The project INN-PRESSME started in January 2021, funded by the European Union’s Horizon 2020 research and innovation programme to help replace fossil-based goods with bio-based alternatives. Starting from December 2022, it aims to subsidize up to 15 innovation concepts through two open calls with a total budget of €1.6 million. “The beneficiaries will get access to our large-scale pilot trials for free. Based on our knowledge we would then customize the needed pilot facilities to develop the solutions that the customer is targeting for a scale up,” explains Forsström. The technologies developed along the way will allow the companies to use bio-based solutions in their everyday processes, develop new materials from plants, and produce and test bio-based materials from bio-based feedstocks.

The process is to take place through an Open Innovation Test Bed. Partners in the development will have shared access to facilities and services so they can develop, test, and upscale nanotechnology and advanced materials in industrial settings. “In principle, each industry partner could apply, but as we are aiming for a circular economy the

some laboratory tests,” says the project coordinator.

The whole process should gather capability in one place for SMEs and companies. This will ensure development and testing of nano-enabled bio-based materials before investment and reduce time-to-market by addressing regulations and the needs of supply chains.

The first open call for the INN-PRESSME project starts in December 2022. It aims to provide European companies with an ecosystem in which they can find help and services in areas including economy assessment, nano-safety studies, funding support, and product certification advice.

Dr Heli Kangas, technology manager at VTT Technical Research Centre of Finland, has some advice for those looking to take part.

“If your company has an idea that they have already tested at lab scale and you need to upscale or commercialize it, I would say it’s better to use the network that we provide because we come from all sorts of disciplines and have different types of pilot lines. It’s our task to put it all together.”

WHAT’S NEW IN THE AREA OF PAPER BARRIERS?

Striking a balance

Paper itself as a packaging material doesn’t come with any mentionable barrier properties, so they need to be built by using additional treatments, typically by adding barrier coatings either in the paper-making or converting process.

“It’s all about finding the balance between required functionality – both barrier and strength –and guaranteeing a sustainable end of life in existing recycling infrastructure, while passing all the required product safety criteria,” says Janne Varvemaa, Director, Products and Technology at UPM Specialty Papers.

“The solution also needs to be reasonable in terms of total cost of ownership, although consumer preference seems to favour fibre-based packaging, thus creating some top-line growth opportunity.”

Commercialization can also prove challenging, as he points out.

“Pretty much anything is possible on a lab scale, but upscaling solutions that fulfil the functionality and circularity and cost criteria is a key challenge. Sometimes the main challenges and limitations stem from the status quo – it requires effort to challenge the existing packaging and related machinery design as well as barrier requirements that are sometimes over-engineered. Also, regulation is constantly moving, and predictability, as well as reduced complexity, would be needed to set a clear direction for the solution development.”

Christoph Wachter, Director Flexible Packaging Paper Division, Koehler Paper, agrees that plastic composites offer great barriers but that these aren’t always necessary for every product, so it’s important to define what’s necessary. He also points out the fact that functionality on machines has to be addressed.

“The paper without laminates has to run through the same packaging lines as plastic laminates. This is the first major hurdle that can be checked very quickly, even without already knowing which barrier function has to be used. Here it is important to define the necessary functions together and to select a suitable paper or to develop it together.”

From their physical characteristics, paper and plastic are quite different materials, and the key differences include such properties as moisture barrier, stretchability, porosity or sealability, as Eric Valette, Director Innovation BU Flexibles at Coveris, points out.

“This is important when designing the optimal packaging for selected products. That is why switching from plastic to paper is more than just a material change – it pushes the packaging producers to search for a way to close the gap and reach the same functional properties.”

As the industry searches for alternatives to plastic packaging, the focus often falls on paper to provide a more sustainable solution. But plastics offer excellent barrier properties which paper does not automatically have. So how can these barriers be added? Elisabeth Skoda explores some of the recent developments in barrier properties for paper packaging together with some industry experts.

the future – plastics are great in terms of functionality and versatility, while paper has an edge in sustainability: it is a renewable raw material and has a globally wide-spread, well-working recycling infrastructure, to mention some sustainability benefits. Sometimes the working solution comes from combining the best of both materials.

“The chosen material needs to fit the purpose of protecting the product. I see many opportunities for increasing the use of paper but ultimately, it’s the brand owners’ commitments and choices that drive the development of packaging,” he adds.

There are two main directions that have been driving the development of alternative, more environmentally friendly packaging materials: the need to replace hard-to-recycle material and the interest in improving barrier functionality to paper.

“From the perspective of Coveris, it’s not about choosing between paper or plastic, it’s about finding the best, most eco-efficient and best-performing packaging for the respective product - without any limitations in materials,” says Mr Valette.

Mr Wachter sees some limitations for paper, but is optimistic that the material can play a major role as primary packaging.

“Paper is a natural product, it will not be able to deliver every barrier. Composite packaging will also continue to exist for certain purposes. When selecting the packaging solution for food, the focus always has to be on protecting the content. There are numerous paper solutions that can be used today on existing packaging lines without sacrificing efficiency. Numerous secondary packaging products made of paper in the food sector are already established in the markets worldwide. The first primary packaging, for example for chocolate or nuts, is currently being launched on the market. We assume that in the near future, the majority of primary packaging will be made of paper.”

For example, at Coveris we are constantly increasing the usage of recycled material for secondary and tertiary packaging which is best practice for the environment. But these materials are not suitable for direct food contact and do not ensure a natural barrier against e.g. mineral oils (MOAH and MOSH). As a result, we need to make sure the primary packaging provides a proper barrier against migration from recycled content materials, and corrugated cardboard which is used for secondary or tertiary packaging,” adds Mr Valette.

Diverging regulations for recyclability and food contact in different countries can prove challenging, as can a lack of definition of what paper recyclability means.

“There is not yet a unique method to assess the recyclability of paper, and no harmonized regulation to demand it, even in the EU. Most of the time the packaging is designed to be launched in several countries at the same time and the main challenge is to make sure the solution fulfils individual regional recycling requirements,” say Mr Valette.

A major challenge when developing new barrier concepts is the regulation of the different countries with regard to the ingredients of products that come into direct contact with food, as well as individual requirements from large companies and corporation, as Mr Wachter points out.

“It is important that the barriers that we develop do not affect the recyclability of the paper, because that is the main argument for the material.”

laminate and is harmless for direct contact with food.”

Mr Varvemaa adds that recyclability as an end-of-life solution for greasy and moist foods can be challenging due to food residues. In these types of applications composting would be the most feasible sustainable end-of-life solution.

“Non-food applications are easier, although naturally there is certain regulation (e.g. toys) that needs to be taken into account in product design. Otherwise, similar design criteria exist: balancing functionality, circularity, and financial feasibility.”

He agrees that the lack of a global recyclability guideline causes challenges.

“Initiatives such as 4evergreen are working hard to create certification systems that cover wide geographic areas and consider the development of novel packaging solutions and the changing composition of recycled paper and board streams, as consumption of newspapers, magazines and other printing papers is declining.”

Potential for the future

Asked about development potential for paper packaging, Mr Wachter highlights the fact that a barrier concept against oxygen, saturated and aromatic hydrocarbons and grease has been developed and is already on the market, and that dry and greasy filling goods such as chocolate or muesli therefore pose no problem.

“However, liquids cannot yet be packaged with it. In 2023, we want to introduce a water vapour barrier to the market. This could also be used to pack products such as washing powder or pet food in paper. Various

will steadily grow by 3.5% and by 2027 it will reach a market value of 493,5 billion USD, according to recent market studies. Our newly created Paper Business Unit already accounts for 30% of total group sales, which confirms this trend.”

In conclusion, Mr Varvemaa highlights the importance of collaboration to achieve all-important sustainability goals, which requires openness, agility and working with new types of partners.

“As an optimist, I would say imagination, or perhaps the lack of it, sets the limits. It’s been shown that even the highest barrier requirements can be achieved with recyclable solutions and creating packaging designs that utilize this opportunity as a complete or partial solution is now possible. In my opinion, a perfect drop-in solution to replace plastic with a paper-based

Flexible packaging protects products that are vital to society, which in turn presents challenges that we need to overcome. In this context, Marco Hilty, who joined Huhtamaki as President of Flexible Packaging in September 2021, reflects on the industry’s need to set more ambitious goals in driving circularity of flexible packaging and shares why change might be possible faster than many people think.

An integral part of today’s living standards

Today, flexible packaging is used by the food and beverage, personal and home care as well as pharmaceutical industries to protect the countless life-enhancing and life-saving products that we use every day. And demand is increasing rapidly.

The world’s population is projected to reach 8.5 billion by 2030 and surpass 9.7 billion by 2050, necessitating a significant increase in food production. Global supply chains will need to adapt to this growth, and flexible packaging will play a critical role in helping to deliver safe and affordable products to consumers, improving accessibility no matter where they are.

Flexible packaging offers functionality that is hard to match, protecting and preserving food efficiently during transportation and storage, extending its shelf life, minimizing food waste, and boosting affordability and accessibility. With a packaging-to-product ratio five to ten times lower than alternatives, flexible packaging is lightweight yet durable.

Marco Hilty

In Europe, 40% of all food is shipped and sold in flexible packaging, all while using only 10% of all consumer packaging materials. According to one estimate, if only flexible packaging was used for food on-the-shelf, we could save more than 20 million tons of packaging materials in the EU alone. For a large number of applications, flexible packaging is the most resource and carbonefficient option that does not compromise on protecting the package contents.

The other side of the coin

However, while flexible packaging has huge benefits, once used, it comes with challenges. While it would be technically feasible to recycle a greater share of today’s flexible packaging after use, we simply aren’t achieving the rates that we need to see. Globally, we recycle 70% of paper, 50–80% of glass, and 30–90% of metal, but only 14% of plastic packaging. Europe may be an inspiring outlier with a plastic packaging recycling rate of more than 40%, but this is still nowhere near where we need to be to deliver on circularity.

So, how do we increase the recycling rate of flexible plastic packaging? First, we must recognize that we still often find flexible packaging structures in the market that compromise between functionality and recyclability. Many packaging structures, such as multilayer laminates with aluminum foil and plastic, pose a challenge for today’s predominant recycling technology - mechanical recycling - leading to lower-quality recycled material.

Second, we must realize that mechanical recycling performs at its best when sorting systems are efficient and widespread. Third, even though a good proportion of flexible packaging is already technically recyclable, consumers often find disposal instructions unclear and lack confidence in recycling systems.

Lastly, many parts of the world still lack proper recycling infrastructure. Emerging technologies, such as chemical recycling, may solve some of these challenges in the future. However, as they do not yet exist at scale, they are not a short-term solution.

To make a step change in recycling rates starting today, we must stop feeding plastic recycling systems with anything that is not compatible with their technical capabilities. We must further clarify the instructions on how

to properly dispose of packaging and see increased investment into the expansion of recycling infrastructure. This will help us progress in our journey to collectively stop plastic leakage into the environment and increase resource efficiency.

Designing for true circularity

We fully support the commitment of many of our customers to achieve 100% recyclable packaging by 2025. The ongoing discussion about the right design criteria for sustainability and recyclability in flexible packaging is of paramount importance, and we want to see the ambition level increase across the industry. This is the only way to ensure that we align with efforts to expand the current recycling infrastructure and boost consumers’ trust in the system.

In Huhtamaki’s case, we have set very clear targets for ourselves. Following our material-positive philosophy, the choice of packaging material must follow the principle of always applying the best fit-for-purpose for each application. To expand our range of material options for demanding applications, we have developed a barrier paper solution that offers barrier performance comparable to aluminum without compromising on recyclability.

Where flexible plastic packaging is the best fit-for-purpose solution, we will not consider labeling anything less than 90% mono-material as “recyclable.” In fact, we will not be satisfied until we offer flexible packaging that reduces the volume of plastic required and is at least 95% mono-material overall, maximizing material efficiency and recyclability, and do this at scale.

Still, we want to deliver the same package and barrier performance, and to support affordable access to food and other necessary products. We will not compromise on any of today’s customer expectations.

Industry experts know that this is an ambitious target, but it is one we believe in. We believe that neither we nor the industry should settle for less. Our experienced innovation team is working hard with our technology partners to make this happen.

What really makes me excited about being part of the Huhtamaki innovation journey is that we believe in our ability to drive real change, not over the next decade, but in the next few years, in line with our customers’ circularity commitments.

Looking ahead, by 2030, we want to see the flexible packaging value chain fully transformed, achieving true circularity, carbon efficiency and bringing a net positive impact to the global food chain. To get there, we must run faster than we have done before. Stay tuned – over the next few months, we will share much more about our solutions to redesign the future. n

AVERY DENNISON ON VIEWING LABELS AND PACKAGING AS ONE

In this edition of our ‘In Conversation With…’ feature, Alena Maran, Avery Dennison’s Director of Marketing Strategy and Sustainability, LPM EMENA, gives us her views on how labels can play a significant role in unlocking packaging sustainability problems.

To start us off, could you give us your take on the pressures that brands are currently facing from consumers and policymakers alike in the field of packaging sustainability?

One of the key priorities for brand owners is to establish a relationship with consumers to be able to differentiate their products and services. In this relationship, packaging is among the critical tools that help brand owners to communicate with consumers and to influence their decision-making.

In recent years, the requirements for packaging sustainability features (e.g. targets on circularity, GHG emissions, etc) have exponentially accelerated. That is why brand owners are in the epicentre of complex relationships between policymakers, suppliers, retailers and recyclers.

Brand owners are expected to be at the forefront of this transformation to more sustainable and circular packaging and are expected to articulate these changes to consumers. Needless to say, it’s a lot of responsibility and a lot of pressure.

I think it’s fair to say that, in this context, the focus is usually on the package itself, rather than its accompanying elements. Broadly speaking, what effects – both positive and negative – can labels have on the sustainability of a package?

It’s an interesting dynamic – the label, small yet significant, is a critical communication tool between the brand owner and consumer. However, when it comes to sustainable choices most efforts and resources are spent on choosing the best material and construct for a product’s packaging.

Meanwhile, the role of a label is often an afterthought that’s not considered until the end of the process. A label can impact the overall recyclability of the package, so it’s not something that should be left to chance.

When label selection is taken into consideration at the start of the process – through a process of EcoDesign – it can significantly improve the sustainability credentials of both the brand and the package. The right label can enable recycling rather than hinder it while branding the product in the desired way.

What are the benefits of viewing labels and packaging as one complete approach?

The label can support waste reduction, provide product origin information, give usage instructions, best-before dates, allergens, and also provide clear guidance on how to dispose of the packaging. The role of a label on the package is therefore undisputed.

Leaving it to the end of the design process is a real missed opportunity across the board.

Using an overarching development approach to packaging – where designers take into account each element from package type, to cap, to label – sits at the core of the EcoDesign approach. If designers consider a combination of material and application options, they can retain their

product integrity and ensure sustainability targets are upheld. The selection process also should include adhesives. Do you want the package to be reusable? Then the adhesive is of real importance. For the successful recyclability of the whole package, the label material together with the adhesive needs to be selected with care.

In light of this, I wonder if you could give us your views on the respective roles of consumers and brands in terms of securing a successful recycling outcome.

The burden of the enormous packaging footprint shouldn’t all be on the consumer. Consumers play a role in the process, but without clear instructions, there’s a risk that the material is not collected for recycling at all, or that incorrect disposal of packaging can contaminate batches of otherwise recyclable waste.

The goal of the industry is to support the end user, not the other way around. We believe that labels play a pivotal role: they give the consumer the information to support waste reduction, package reuse, and recycling.

What does the future hold for labelling-related packaging efforts on sustainability?

We exist in a world of fast-evolving policies, responding to growing pressures from consumers, from environmental groups, and from the packaging industry itself. What we need to see is alignment and collaboration to form a pathway to a more consistent approach to waste reduction and recycling.

Our industry needs to channel all efforts – through regional pilot schemes and real-world testing – to deliver sustainable solutions. We need to work together to understand the gaps, validate the best product design, drive package reuse and recyclability, and deliver industry-led solutions that we can all collectively get behind. n

Alena Maran

ACTIVE AND INTELLIGENT PACKAGING SPOTLIGHT

T0mark World Sight Day on 13th October, Haleon and Microsoft launched a joint project to make health products more accessible for blind and visually impaired consumers, using Artificial Intelligence (AI) technology that narrates the labels of products.

New enhancements in the free Microsoft Seeing AI app will help advance inclusivity and improve accessibility, they say.

Across the UK and USA, consumers will be able hear important label information for over 1500 everyday consumer health products such as Sensodyne, Centrum, Aquafresh, ChapStick and Emergen-C.

This new collaboration will help people who are blind, have low vision or have difficulty with reading the labels of products due to low literacy. Expanding functionality in the Microsoft Seeing AI app will provide more detailed labelling information for this community of consumers.

HEALTH PRODUCTS INFORMATION

With the launch of Haleon’s ‘Always Read the Label’ campaign for World Sight Day, these consumers are able to read labels through Seeing AI by scanning the barcode on Haleon products. They will be able to hear important information, such as name, ingredients, and use instructions.

The Seeing AI App was developed by a team of Microsoft engineers headed by project lead and engineering manager Saqib Shaikh, who lost his sight at the age of seven, and was driven to develop the app by his passion for using technology to improve people’s lives.

He commented: “I’m really excited to see the launch of this enhanced product recognition functionality, developed in collaboration with Haleon. Seeing AI’s intelligent barcode scanner plays audio cues to help users find the barcode, and now the information displayed is coming straight from the manufacturer, providing richer information. This can be invaluable for someone who cannot read the label, leading to greater independence.”

The app will read out the product name and all text on the packaging. The user can skip ahead or move back to the relevant section. There are plans to expand globally and add additional languages in the future.

NEW PROJECT AIMS TO CREATE ACTIVE PACKAGING BASED ON BIOMASS FROM SHRUBS

Longstanding AIPIA member AIMPLAS is working on developing bioplastics for active packaging for cosmetics and absorbent litter for the pet industry within the European BeonNAT Project. The project’s objective is to promote the creation of value chains to make use of trees and shrubs grown on marginal land as a biomass source for bio-industries. The scope of BeonNAT covers the cultivation and harvesting of selected species, extraction and purification of essential oils and plant

extracts, and manufacture of paper, biochar, activated carbon, bioplastics packaging for cosmetics, lignocellulosic materials, new absorbents for pets, paper pulp and particle board.

As part of the project, AIMPLAS will produce PLA from lactic acid, which will be obtained from fermentable sugars in plant biomass waste and used as a bioplastic to make packaging for cosmetics. Essential oils with different active properties, such as antimicrobial power, will be added to this packaging.

AIMPLAS is collaborating with Laboratorios Maverick to produce packaging, and with IDOASIS as a supplier of active substances in a value chain that includes CIEMAT, the Centre for Energy, Environmental and Technological Research, as well as other research organizations. Another project line is being led by Tolsa in which AIMPLAS is working on the production of silica capsules containing essential oils with dif-

ferent functions, such as providing antimicrobial properties, to improve absorbent litter for pets.

One of the main goals of this project is to generate innovative products with a suitable chemical composition from this underused biomass in accordance with strict ecological requirements. How marginal and unused land can be put to use is also being studied, as well as the capacity of selected species to grow on this land. The biochemical and ecological features of harvested biomass and its potential as a raw material in industrial processes are also analysed as part of the project.

Work will first be done at a pilot scale while industrial scale-up is studied, which allows for increased productivity and a reduction of associated costs. There are 16 partners involved across the three countries involved. It is supported by the Horizon 2020 research and innovation programme of the European Union and the BioBased Industries Consortium.

In collaboration with our partners AIPIA, we bring you the latest from the world of intelligent packaging.

ENHANCED MICROSOFT APP ALLOWS VISUALLY IMPAIRED TO HEAR HALEON

PRINTPACK LAUNCHES FLEXIBLE POUCH WITH HOLOGRAM-LIKE FEATURES

While holograms are more commonly used as security and anticounterfeit measures on packaging, holographic effects can also offer enhanced visual impact for the product, particularly if the 3D imagery can be extended to include the entire surface of the pack in question and offers a ‘motion’ effect to make it really come ‘alive’.

AIPIA member, Printpack, a major manufacturer of flexible and speciality rigid packaging, has partnered with Fathom Optics to develop the first hologram-like 3D pouch on a wide web flexographic

press. Using standard ink and equipment, Fathom’s software creates nextlevel optically-varying features with the illusion of motion and depth, much like a hologram, they say.

Printpack has used Fathom’s software to create a holographic, junglethemed pouch. The optical print effects make it appear as if the tiger is coming through the surrounding jungle leaves.

The companies believe this visually arresting printing technique is perfect for everything from pet treats to holiday candy, giving a very unique boost to specialty promotions.

This is the first time Fathom’s technology has been used on a wide web press. The pouch made its debut at the Pack Expo International exhibition, held recently in Chicago.

SMART PACKAGING TECHNOLOGY DELIVERS END-TO-END SOLUTION FOR CANNABIS SECTOR

AIPIA member Identiv and TrueGreen, a cannabis technology company specializing in digitizing packaging, have announced the deployment of the world’s first smart tamper seal using RFID technology, designed to deliver, along with the TrueGreen software as a service (SaaS) platform, digital transformation in the cannabis industry, giving products a unique digital identity, they claim.

The companies have collaborated to develop three new multi-use smart tamper seal designs that have been deployed into the market in 2022. The companies spent more than a year developing and testing the products to ensure that the tamper seal works on all packaging types and styles across the industry, regardless of material or size.

Each tag contains embedded RFID technology that works with the SaaS platform to track SKU-

level inventory across the cannabis supply chain. The tags go onto the packaging as a tamper seal when products are placed in their final container.

The TrueGreen system can then be used to automate vault inventory reconciliation with compliance systems and also automate order fulfilment and other manual processes, including data entry, as products move throughout a building and to dispensaries, according to the announcement.

The seals also allow test results and product information to be embedded into the label so the information is delivered directly to consumers in stores and at home. TrueGreen’s solution integrates directly into an operator’s existing operations and systems; customers are not required to change their existing tech systems or standard operating procedures, or download any new software or applications, it says.

“We aimed to provide a unique digital identity to every single physical package, through a certified tamper-evident seal, guaranteeing authenticity and efficiency, and we’ve succeeded in doing that,” said Katherine Lagow, president, TrueGreen.

TrueGreen’s smart ID platform, in conjunction with the custom-built RFID tamper seal designs, manages the digital identification of each cannabis package. It integrates with all the leading seed-tosale systems and other existing business intelligence systems, making deployments easy.

SMART WATER BOTTLE FOR ATHLETES TELLS THEM WHEN IT’S TIME TO DRINK

American sports beverage brand Gatorade, part of PepsiCo, has launched a new bottle that tracks personalized hydration needs and indicates to athletes when to drink, via a cap that lights up as an alert mechanism.

The bottle, part of the company’s Gx range, is called the Smart Gx water bottle, and as well as the smart cap, features an additional app and sweat patch for real-time measurement and advice on hydration.

These suggestions are tailored to each user and are gathered through data collected from the individual’s sweat patch and app. Gatorade claims the bottle is the world’s first smart squeeze bottle and the only smart bottle with light-up cap tracking.

A spokesperson for the company said that they expect the biggest impact the Smart Gx Bottle will have on the packaging industry is the importance of personalized fueling and hydration for athletes, through a smart bottle that everyday athletes can have at home.

Once users synchronize the bottle with the app, it will then start tracking the individual’s daily progress via an array of sensors located on the cap and even tell them how much beverage is left inside the bottle.

The smart bottle will tell the user when it needs to be refilled and provide them with exact readings of daily hydration. Inside the top cap are located several small LEDs that display users’ daily progress and also notify them to drink water from time to time.

All the critical user health data and insights can be viewed inside the Gx App. The Smart Gx Bottle gets all its power via an in-built battery which can be charged via USB. Gatorade claims that one full charge should last roughly three to five days.

Currently, the only major drawback to have been identified is that the Smart Gx is not designed to store hot or extremely cold liquids, as they could end up damaging the cap. So, hot teas or iced coffees are a no-go.

ON SECOND THOUGHTS...

WHERE CUTTING COSTS IS NOT THE RIGHT CALL

When day after day the headlines speak of war, energy and food crises, potentially catastrophic global warming, and economic turmoil, it comes as no surprise to see purse strings being tightened and ‘non-essential’ spending pared back. And all too often, research and innovation is one of the areas that suffers.

It is not just government investment in R&I that can be impacted. With many industries focused on supply chain efficiencies and other cost controls to a greater extent than ever, private investment and match funding for innovation in non-core areas such as sustainability can be seen as a distraction and deprioritized. Innovation also involves risk – it may or may not deliver a future business benefit – and during tough times everyone becomes more risk averse. Ultimately, it can be difficult to justify the investment of money and other resource on medium- and long-term goals when the immediate issues are so pressing.

On second thoughts, however, scaling back on innovation is almost certainly the bigger risk. What it means is that the focus on optimizing the ‘business as usual’ models can crowd out the bigger picture, and there has never been a time when the bigger picture mattered more.

With COP27 underway as I write this, the imperative to find cleaner, more sustainable solutions to almost all our everyday needs – including heat, food and transport – is growing. So too is the need to reduce our carbon footprint and impact on the environment in other ways; hence the first set of formal talks on a UN Treaty to end plastic pollution began in Uruguay at the end of November 2022.

It is not just about the planet either. Innovation is key to future business growth and competitiveness.

The opening words of the McKinsey report on Innovation in a crisis spell it out: “Prioritizing innovation today is the key to unlocking postcrisis growth.” While it was published in 2020 and was written in the context of the COVID pandemic, the message is just as valid now and past evidence provides the proof. The article notes that “Organizations that maintained their innovation focus through the 2009 financial crisis, for example, emerged stronger, outperforming the market average by more than 30% and continuing to deliver accelerated growth over the subsequent three to five years.”

And time is of the essence; even a short-term constraint in funding could be damaging. Innovation can be a long process which needs support at every stage from initial research through to demonstration and then, if promising, to early-stage deployment and market uptake. Maintaining a healthy flow of targeted research and innovation activity is critical to increasing our resilience and finding solutions to the challenges that we know lie ahead, as well as the unexpected shocks that may also hit us along the way.

In addition, while periods of disruption are uncomfortable, they can also drive creative thinking, highlight vulnerabilities in current approaches, and provide the impetus and focus to rethink how systems and supply chains work. Necessity is, after all, the mother of invention.

This propensity for a crisis to provide a stimulus for targeted innovation is part of the reason that UKRI’s Smart Sustainable Plastics Packaging (SSPP) Challenge exists. It is no coincidence that its inception not only followed significant developments in our thinking about materials and waste, such as the first iteration of the EU Circular Economy Package, but also the huge increase in awareness about the issue of plastic pollution brought about by The Blue Planet II series.

Part of the Industrial Strategy Challenge Fund, SSPP’s work is focused on innovation to help tackle specific issues related to plastic packaging for consumer products. From a new plant-based, edible packaging film that could help to reduce the 855 billion single-use plastic sachets that become waste every year through to the mainstreaming of reuse and refill models and breakthrough technology to chemically recycle difficult and mixed plastic waste streams, these projects address widely known barriers to a more sustainable future for plastics. Many of the 50+ projects have significant industry involvement and co-funding, and all have the potential to contribute to the 2025 targets in the UK Plastics Pact, which numbers many of the leading global retail and packaging companies among its signatories.

And as a final, perhaps third, thought; innovation is not always about big budgets. In these difficult times, when money and resources are under pressure, there may be lessons to be learned from countries where innovation has had to take a different path. Professor Jaideep Prabhu’s article on Frugal Innovation makes interesting reading… n

Paul Davidson, Director Director, UK Research & Innovation’s (UKRI) Smart Sustainable Plastic Packaging, looks at why, even in times of economic hardship, scaling back on innovation is not the answer.

HIVE IS COMING

For the past few months, the team at Packaging Europe has been working on a new paid-for subscription service called ‘Hive’.

Hive is a set of tools that will help its users to know more about the packaging industry and make data-lead strategic decisions in their professional lives.

We’ll be releasing more information very soon – stay tuned!