PetFood PRO 3/2025

PACKAGING
PPWR (Packaging and Packaging Waste Regulation) 2025/40 Regulation
Recyclability and recycled content road map
2027
Commission shall adopt
until end 2027 delegated
acts to establish design
for recycling criteria
2035
Packaging must be designed
to be collected separately,
sorted into specific waste
streams and recycled at scale
All packaging must be recyclable
(A = 95%, B = 80 % & C = 70% grades)
35% of recycled content (PCR) for plastic
packaging which are not Contact Sensitive.
All packaging must be designed so that its
weight and volume is reduced to the minimum
necessary for ensuring its functionality
2030
Source: Internal visual created by Coveris for the Pet Food Training Day, based on the PPWR.
Q: What does Coveris’ sustainable
product range look like today?
Jerome Detais: All of our product
developments are fully aligned with the
current regulation and our sustainability
strategy of No Waste, which guides us in
eliminating waste in all its forms. Every
innovation we bring to market is part of
our commitment to reducing product,
packaging, and operational waste.
All solutions in our pet food packaging
portfolio are available in monomaterial
polyolefin solutions, making them
recyclable according to current guidelines
and fully aligned with Europe’s recycling
infrastructure. Thanks to our vertical
integration and in-house film extrusion
capabilities, we have been able to bring
these recyclable solutions to market early,
without compromising on performance,
convenience, or branding.
Over the past few years, we have
developed monomaterial alternatives
for our entire range, from standard bags
to multiple variants using the same
polymer, also with barrier layers that allow
recycling. We are now able to offer options
across the full portfolio. Additionally,
we are investing in innovations like
film thickness reduction, enhanced
recyclability, and more sustainable
alternatives to continuously improve our
offerings.
Q: What role do consumer preferences
play in these developments?
Jerome Detais: A major one. Consumers
are increasingly demanding transparency,
2040
Up to 65% of recycled content for
plastic packaging (PCR) which are not
Contact Sensitive
Only recyclability performance
grade A & B is accepted
2028
sustainable properties, and full product
traceability. That is why packaging must
not only protect but also communicate its
values. Premium, easy-to-use designs that
meet customer and end-user expectations
are in high demand and we are meeting
those expectations sustainably. We enable
ultra-segmented, customised formats
using low-impact inks, soft-touch effects,
and barrier layers tailored to preserve
even the most natural formulas.
Q: How does Coveris’ sustainability
strategy reflect these ambitions?
Jerome Detais: Our entire sustainability
strategy is built around our No Waste vision
- eliminating product waste, packaging
waste, and operational waste. Protecting
products to avoid food waste, designing
packaging that supports full recyclability,
and striving for zero net waste in our
operations are fundamental pillars. This
comprehensive approach ensures that
sustainability is not just a goal but a daily
practice, aligning with both regulatory
requirements and consumer expectations.
Our aims and achievements are publicly
available at ESG & Sustainability Roadmap
| Coveris' Commitment to a Greener
Future - Coveris.
Q: Looking ahead, where is the market
going?
Jerome Detais: In terms of upcoming
legislation, such as the Packaging and
Packaging Waste Regulation (PPWR)
in Europe and the RAM (Recycling
Assessment Method) in the UK, we
are preparing by ensuring that every
product in our portfolio has a recyclable
alternative. We await the Commission’s
recycling criteria, expected by the end of
2027, to ensure full compliance and make
any necessary adjustments and we aim to
have a voice in shaping those standards.
A key future challenge will be the
incorporation of recycled materials into
packaging solutions. Currently, chemical
recycling provides food-grade compatible
materials, but these come at a high cost
and with limited availability. Mechanical
recycling, on the other hand, is not yet
suitable for food-contact applications.
To support the transition, several sites
have obtained the ISCC+ certification,
a system that enables the traceability
and verification of chemically recycled
content via a mass balance approach,
comparable to green energy credits,
thereby encouraging investment in
circular raw materials. This certification
allows us to supply mass-balance traced,
food-grade recycled materials, offering
lower-impact packaging alternatives in
line with both regulatory requirements
and brand expectations.
Regarding packaging weight, the PPWR
mandates that by 1st January 2030,
packaging weight and volume must be
minimised to the extent necessary to
maintain functionality. This is driving our
innovation towards thinner, lighter films
without compromising on performance.
We are also collaborating with trusted
manufacturers in the supply chain,
who are developing new technologies
in raw materials as well as in machines
designed to reduce packaging space.
This partnership helps us meet regulatory
targets while maintaining operational
efficiency.
From regulation to innovation, Coveris
is helping pet food brands lead the
transition with recyclable, reliable, and
retail-ready packaging.
Technology & Marketing
For more information
www.coveris.com
Issue 3 2025
35