How to Turn the Challenges of PPWR into Opportunities

Mikko Arponen
6 hours ago
2 min read

Note: The details regarding the PPWR mentioned in this article are based on the current wording of the regulation and subject to change before entry into force.

At the Kawasaki & Orfer 30th Anniversary celebration, Arttu Partanen, Head of Sales at DS Smith Finland, delivered a compelling keynote on the future of packaging and the impending changes facing the industry.

Arttu Partanen, Head of Sales at DS Smith Finland, giving a keynote on the PPWR regulation and future of packaging at Orfer’s 30th anniversary celebration.

Transitioning from traditional plastic to modern fiber-based packaging often requires significant changes on the production floor. As Partanen highlighted, successful innovation is not just about the package itself. It demands seamless cooperation between three parties: the product manufacturer, the packaging manufacturer, and the automation provider.

This is where the partnership between DS Smith and Orfer becomes critical. As manufacturers look to automate their end-of-line processes to handle new, sustainable materials, Orfer’s expertise in automation combined with DS Smith’s design capabilities offers a turnkey solution for meeting the challenges of the future.

What is PPWR and why is it urgent?

The need for this industrial collaboration is urgent due to the upcoming PPWR (Packaging and Packaging Waste Regulation). This represents a fundamental legislative shift across the EU. Partanen pointed out that without action, packaging waste per person in the EU is expected to increase by 19% by 2030.

Illustration of the transition from plastic to fiber: plastic waste on the left, various sustainable fiber-based food and beverage packaging solutions on the right.

The PPWR introduces strict measures that will directly affect production lines and take full effect by 2030:

Bans on Single-Use Plastics: This includes shrink wrap used for multipacks and thin plastic packaging for fruits and vegetables under 1.5kg.

Minimization of Empty Space: Deceptive "fake walls" and double bottoms used to make products look larger will be banned. Packaging size must be minimized to meet performance requirements.

Mandatory Reuse Targets: The regulation introduces new obligations for reusable packaging formats.

Innovation as the Path to Compliance

While these restrictions might sound daunting to the food and beverage industry, Partanen emphasized that fiber-based solutions (such as corrugated cardboard) are largely exempt from these bans. They offer a direct path to compliance.

Partanen presented two concrete examples of how DS Smith has helped clients make their packaging more sustainable and efficient through innovation:

1. The Coca-Cola "Lift Up" Solution Anticipating the ban on plastic shrink wrap for multipacks, DS Smith collaborated with Coca-Cola HBC and Krones to develop a 100% recyclable corrugated handle. This innovation replaces plastic wrap entirely and improves carry functionality. In Austria alone, this solution removes approximately 200 tonnes of plastic annually.

DS Smith Lift Up solution: A 100% recyclable corrugated cardboard handle for bottle multipacks, replacing plastic shrink wrap.

2. Philips Global Supply Chain Optimization By redesigning packaging for Philips Domestic Appliances into a unique "trapezium" shape, DS Smith eliminated unnecessary plastic and minimized empty space inside the box. The results speak for themselves: a 15% cost reduction and a doubling of product quantity per shipping container. Proof that sustainability directly drives efficiency.

Philips vacuum cleaner packaging redesigned by DS Smith into a trapezium shape to minimize empty space and optimize logistics efficiency.

Is Your Current Line Ready for the Change?

Can your production line handle fiber-based multipacks or optimized boxes? Reach out to Orfer to discuss how packaging automation and robotics can ensure a smooth transition to sustainable packaging.