Packaging World

The How2Recycle® (H2R) program, operated by GreenBlue Org, published a Decision Matrix tool showing how the organization determines recyclability designations for packaging. The framework outlines how How2Recycle evaluates materials across five key categories—Applicable Law, Collection, Sortation, Reprocessing, and End Markets—plus four additional considerations such as Consumer Experience and Material Health. According to How2Recycle, the Decision Matrix and its Companion Guide are designed to improve clarity and consistency for brand owners, packaging suppliers, and recyclers. “Better decisions start with better information,” the organization said in announcing the release. The publication comes as new laws like California’s SB 343 tighten requirements for recyclability claims, demanding evidence that packaging can be collected, sorted, and reprocessed at scale. The Decision Matrix offers stakeholders more visibility into those criteria and will be updated regularly as recycling infrastructure and end markets evolve. Access both the Decision Matrix itself, and a Companion Guide PDF, here: https://lnkd.in/eQ9A2Zyn Read more: https://lnkd.in/g93DB2Qn

The Campbell's Company's V8 Energy has energized its package design with a new look. The new design highlights the product's better-for-you positioning, clarifies flavor expectations, and improves taste appeal. "By simplifying fruit visuals and removing vegetable imagery, the new design emphasizes the fruit-forward taste that consumers love," Cory Brookes, senior design manager at The Campbell's Company, tells Packaging World. Read the full story here: https://lnkd.in/g_3UZ3g3

Calling all packaging material and substrate converters and suppliers. In a new example of pre-competitive action in #packaging #sustainability, the Sustainable Packaging Coalition (SPC), a project of GreenBlue Org, launched its Retailer Forum project with founding members Amazon, Walmart, CVS Health, and Target. These retailers are trying to help scale recyclable, low-barrier flexible films for their respective ranges of private-label packaged products. Read the full article here: https://lnkd.in/gqJPsqxz, or here's the Cliff's Notes version: Low-barrier films are used everywhere, from refill pouches to polybags protecting durable goods, and unlike high-barrier, multi-material laminations, they don’t need complex layers that slow WVTR and OTR, but make recycling nearly impossible. By focusing on these lower-barrier applications first, the Retailer Forum aims to help retailers transition large packaging volumes into widely recyclable, mono-material polyethylene (PE) films that can run on existing equipment with minimal disruption. “Our retailer members came to us with a very specific challenge,” said Olga Kachook, SPC director. “And now we’re calling on suppliers, who represent 25% of SPC membership, to help us solve this persistent sustainable packaging problem.” For packaging film suppliers: SPC is now accepting R&D submissions for recyclable film concepts that can be tested through material recovery facilities (MRFs) and evaluated for recyclability using How2Recycle® (H2R), Association of Plastic Recyclers (APR), and American Forest & Paper Association standards. Submissions are due December 19, 2025, with top concepts to be presented at SPC Impact 2026. Why now? Because new regulations, from California SB 343 to SB 54, are redefining what can legally be labeled “recyclable.” And as Extended Producer Responsibility (#EPR) laws take shape across multiple states, collaboration between retailers and suppliers will be key to scaling viable, circular packaging solutions. Learn more and access the full submission brief here: https://lnkd.in/gq3s3KcX

Avoid Package Failures Many packages fail due to poor material choices—leading to reduced shelf life, product waste, and compliance issues. Learn how to avoid these pitfalls in Packaging World’s free webinar, "The Right Stuff to Develop Your Perfect Package." Join us TOMORROW and discover how to test, validate, and select the right materials for your products. Register today! https://lnkd.in/g5BvzdSE

How can your packaging counter outdated perceptions about a product, like stigma around non-alcoholic beer? 🎧 Listen to this Packaging World podcast episode to hear how Summit Brewing Company’s Nialas non-alcoholic craft beer line uses an adventure-themed packaging design to connect with active consumers and convey the flavor-forward character of the beers. #packagedesign Listen to the full episode here: https://lnkd.in/gu7i4xDf

Yet another new milestone in molded fiber #packaging: Swedish #nutraceutical brand Great Earth replaced plastic caps across its entire line of supplements with fiber-based screw closures from Blue Ocean Closures (BOC). The rollout follows a successful pilot on Great Earth’s magnesium product, where 95% of surveyed consumers said they would buy the fiber-lidded version again, citing ease of use and a clear sustainability benefit. This decision is business-critical because sustainable packaging has become a competitive advantage. Today’s consumers want their wellness choices to reflect their values. Our fiber lids make that choice simple at the shelf," says Patrik Falk, CEO, Great Earth. Technically, the caps are drop-in compatible with existing capping lines and maintain torque, seal integrity, and shelf life equivalent to plastic. They’re made from Forest Stewardship Council/Forest Stewardship Council U.S. -certified fiber, fully recyclable in paper streams, and use the same induction seal liner as previous iterations of the cap. BOC’s recent manufacturing breakthrough means these fiber caps can now be cost-competitive with plastic, a first for molded fiber closures at industrial scale, according to Lars Sandberg, BOC CEO. For brands and CPGs exploring lower-carbon packaging, this development signals that fiber-based components may soon move from niche pilots to mainstream packaging lines, starting with dry goods like nutraceuticals and moving toward more complex liquid applications. “We’re not just meeting EU regulations, we’re years ahead of them. That’s the difference between compliance and leadership," Falk adds. Read the full story: https://lnkd.in/grxaWUpu

The phrase “responsible end markets” might sound bureaucratic, and it is. But in practice, it’s one of the most consequential and contentious issues emerging as #EPR programs take shape in the U.S. The topic bubbled up yesterday at the Paper Plastic Recycling Conference #PPRC2025, hosted by Recycling Today. Scott Byrne of Sonoco called Oregon’s debate over end-market definitions “probably the most contentious issue” in the state’s EPR rollout. “If you get that wrong, it could almost be existential to the program. If the end markets haven’t signed up and MRFs can’t move that material, the whole system becomes very fragile.” The challenge, Byrne said, is balancing credibility with practicality. Some stakeholders argue that recyclables should only flow to facilities with verified yields, responsible treatment of residuals, and strong labor and environmental standards, even if that means less material gets recycled. Others caution that too much restriction could choke the system before it stabilizes. Food contact, for instance, could be a major chokepoint, and prohibiting PCR in food-contact packaging dramatically narrows the end market scope. Jeffrey Fielkow, CEO of Circular Action Alliance (CAA), said the issue ultimately comes down to transparency and traceability. “Part of the entire EPR process is to provide transparency. You have one way to define, register, and report responsible end markets.” For producers, this matters. The scope of “responsible” will determine where recovered packaging can legally go. And by extension, how much it will cost to keep it moving. https://lnkd.in/d-eTRJP8

As #EPR programs move from concept to compliance, #packaging data is taking center stage, and took the stage yesterday at the Paper Plastic Recycling Conference #PPRC2025, hosted by Recycling Today. In a panel, Scott Byrne, VP of global sustainability at Sonoco, detailed how converters and materials suppliers are now taking on a new role in helping brand owners compile the detailed material data needed for reporting and fee structures under extended producer responsibility (EPR). “Where we are as a packaging converter supporting brand owners right now is kind of the foundational data,” Byrne said. “They’ve had to provide tonnage data, but we’re going one level deeper. What does recycled content look like, what materials are in there, what could possible yields look like?” That level of transparency goes far beyond traditional supplier reporting. Converters are being asked to provide material composition, layer structure, and yield data with a level of granularity that’s new to the packaging sector, and essential for EPR reporting. “That data stage is probably going to take the next 12 months or so just to get comfortable there,” Byrne added. “Then we’ll start to say, okay, what does future product development look like? How do we meet some of these other goals?” For brand owners, accurate data will determine how packaging is classified, what fees they pay, and how design decisions align with recyclability or recycled-content mandates. For converters, it’s a chance to become data partners in sustainability, a deeper connection that simply material suppliers. https://lnkd.in/dtgP8kQa

At London Packaging Week today, Miranda Essex, innovation lead, sustainability, and Sophie Lees-Millais, circular partnership manager, from Diageo shared how the company is rethinking packaging systems to build a more circular, resilient future for drinks. “Transitioning to a circular model isn’t a packaging tweak—it’s a business transformation,” said Essex. Diageo’s goal is to decouple business growth from resource use while creating value for consumers, customers, and the planet. To this end, Diageo has implemented two refill strategies to drive change: 1. ecoSPIRITS: Closed-Loop Reuse for Bars A partnership that replaces single-use bottles with 4.5-L ecoTotes, enables bars to refill on-site. Key learnings: ·     Simplicity matters—bartenders need easy systems that fit into service flow. ·     Sustainable serves sold through ecoSPIRITS were twice as likely to be ordered as traditional cocktails. ·     Scaling reuse depends on collaboration with wholesalers and distributors to close the loop. “We’re moving from a highly efficient linear supply chain to one that’s circular, and that takes partners, data, and persistence,” noted Lees-Millais. 2. Everloop: Diageo’s Automated Refill System Developed in-house, Everloop automatically refills branded spirit bottles in the bar from reusable kegs. Each keg replaces up to 500 glass bottles and can cut emissions by over 50%. Explained Essex, “We started by listening, really understanding bartender pain points and designing a system that makes their lives easier.” Early pilots show: ·     Major time savings for bartenders—“the flow is never interrupted.” ·     Lower costs for venues through reduced glass handling and disposal. ·     Real-time tracking and leak detection via connected, RFID-enabled systems. Diageo’s journey so far has offered valuable lessons in scaling circularity. Building data alignment across teams—from procurement to supply—has been essential in creating confidence in new systems and measuring real impact. Experimentation has also played a central role, with every pourer, shelf, and keg design tested in real bars to understand what works best in practice. Embedding culture change across the organization has been just as critical, ensuring circularity becomes part of everyday business rather than a sustainability side project. Ultimately, collaboration across the wider industry will determine how fast and how far this transformation can go. “It has to be an everyone-in effort,” said Lees-Millais. “We want a future where reuse is the norm for spirits around the world.” #LPW25 #circulareconomy #circularpackaging #sustainablepackaging #refillablepackaging #reusablepackaging #spiritspackaging

At London Packaging Week today, Miranda Essex, innovation lead, sustainability, and Sophie Lees-Millais, circular partnership manager, from Diageo shared how the company is rethinking packaging systems to build a more circular, resilient future for drinks. “Transitioning to a circular model isn’t a packaging tweak—it’s a business transformation,” said Essex. Diageo’s goal is to decouple business growth from resource use while creating value for consumers, customers, and the planet. To this end, Diageo has implemented two refill strategies to drive change: 1. ecoSPIRITS: Closed-Loop Reuse for Bars A partnership that replaces single-use bottles with 4.5-L ecoTotes, enables bars to refill on-site. Key learnings: ·     Simplicity matters—bartenders need easy systems that fit into service flow. ·     Sustainable serves sold through ecoSPIRITS were twice as likely to be ordered as traditional cocktails. ·     Scaling reuse depends on collaboration with wholesalers and distributors to close the loop. “We’re moving from a highly efficient linear supply chain to one that’s circular, and that takes partners, data, and persistence,” noted Lees-Millais. 2. Everloop: Diageo’s Automated Refill System Developed in-house, Everloop automatically refills branded spirit bottles in the bar from reusable kegs. Each keg replaces up to 500 glass bottles and can cut emissions by over 50%. Explained Essex, “We started by listening, really understanding bartender pain points and designing a system that makes their lives easier.” Early pilots show: ·     Major time savings for bartenders—“the flow is never interrupted.” ·     Lower costs for venues through reduced glass handling and disposal. ·     Real-time tracking and leak detection via connected, RFID-enabled systems. Diageo’s journey so far has offered valuable lessons in scaling circularity. Building data alignment across teams—from procurement to supply—has been essential in creating confidence in new systems and measuring real impact. Experimentation has also played a central role, with every pourer, shelf, and keg design tested in real bars to understand what works best in practice. Embedding culture change across the organization has been just as critical, ensuring circularity becomes part of everyday business rather than a sustainability side project. Ultimately, collaboration across the wider industry will determine how fast and how far this transformation can go. “It has to be an everyone-in effort,” said Lees-Millais. “We want a future where reuse is the norm for spirits around the world.” #LPW25 #circulareconomy #circularpackaging #sustainablepackaging #refillablepackaging #reusablepackaging #spiritspackaging