Preparing for the Packaging and Packaging Waste Regulation

A multidisciplinary project team is preparing Royal A-ware for compliance with the EU's new Packaging and Packaging Waste Regulation (PPWR). The regulation will come into effect in phases by 2026, 2028 and 2030, requiring all packaging to meet strict sustainability requirements. Some materials will be banned altogether, while others must be reusable or recyclable, or contain minimum recycled content.

The project team is developing a blueprint to support all Royal A-ware divisions in making the switch to more sustainable and compliant packaging. Manager Packaging Technology Karin Lemmen and Sustainability Manager Wiebren van Stralen are two of the colleagues leading the effort.

Understanding the requirements
The PPWR has been in the works for a while but was only published in February 2025. As of August, it is officially in effect. 'We finally know what's in it, giving us a starting point,' says Wiebren. 'But demonstrating compliance will require calculations on recyclability, reusability and recycled content. The calculation methods aren't clearly defined yet, so we need to get a better understanding of what packaging is already compliant and where we still have work to do. Hopefully we will have full clarity on a short notice, but it can take up to another two years.'

Building the blueprint
In the meantime, the project team is outlining what steps to take and when to meet which PPWR deadlines. ‘We established four working groups, each with their own area of focus. Next to changing packaging materials, this includes updating recycling logos on packs to provide consumers with clear guidance,’ explains Karin. There are also new requirements for documentation. ‘The data we will collect will help us with traceability, among other things, and therefore will be added to existing systems. We would like to incorporate the documentation process into the standard way of working of Royal A-ware, which requires a structured approach.'

Every division, every site and a lot of people will be part of the implementation in one way or another. In developing the blueprint, the project team aims to make it as easy and practical as possible. 'Our goal is to fit the steps into the normal working routine,’ explains Wiebren. ‘We will need our operators to do test runs with alternative packaging. Packaging selection and testing requires input and time from our packaging technologists, quality departments but also suppliers. We will need additional data on the packaging we procure, and structured data collection, analysis and reporting, requiring support from IT. The blueprint will take this into account. It is a meaningful and challenging project that will help as package all our delicious products more sustainably.'

'Of course, we already have extensive information on our packaging at each site, but exactly what we need to change to fully comply with the PPWR is not yet clear and defined for all packaging. Where possible, we have already taken steps forward to implement sustainable solutions. Some packaging types have already been replaced, but for some packaging no suitable alternative is available yet. In those cases, we will work closely together with our suppliers. Understanding the complete picture first is the basis for your implementation plan.'

Navigating the challenges
There are other challenges too. Contradictory requirements for food safety on the one hand and minimum recycled content on the other. The availability of compliant packaging materials may be another challenge, with many companies making the switch around the same time. Not to mention the logistical challenge of transferring multiple customers on the same production line to the new packaging all at once.

Despite these challenges and uncertainties, Wiebren and Karin support the EU's move. 'The industry needed that push,’ says Karin. ‘There was a lot of talk, but every country did things differently. The introduction of one European standard will help us as we have customers in many different countries. Importantly, it will help us further reduce our environmental impact and contribute to a more sustainable sector.'