📦 Packaging × PPWR — Corporate Response Case Studies
Track how global companies are responding to major environmental regulations, categorized by framework. Identify stances, strategies, and key implementation hurdles.
📋 About the Listed Information (Disclaimer)
The information on this page is compiled from official disclosures. Stances evolve as regulatory definitions shift. Verify with primary sources before making business decisions.
Raising rPET content at bottler Coca-Cola HBC and preparing for deposit return systems with bottlers
Supporting DRS set-up ahead of the 2029 separate collection obligation (exemptions possible under Article 50(5)), sharing DRS and rPET costs across a decentralised bottling network
Meeting its 2025 recycled plastic target, accelerating paper-based flexible packaging, and piloting refill models (company data)
Differing recycled material specs and infrastructure per category, consumer adoption of reuse formats
Amcor
Amcor plc
AustraliaPackaging Materials
Adapting
⚡ Completed the Berry Global combination in April 2025; according to the company's FY25 report, 72% of its packaging by weight was recyclable or recycle-ready
Amcor completed its combination with Berry Global Group (US) on April 30, 2025. According to the company, the combined group had about 70,000 employees (April 2025) and expects synergies of $260 million in FY26 and about $650 million by the end of FY28. According to the company's FY25 Sustainability Report, the combined R&D organisation has about 1,500 professionals in 10 innovation centers. In FY25, 72% of its packaging by weight was recyclable or recycle-ready, and a recycle-ready option was available for 96% of its flexible packaging portfolio by area (FY25 report). Its products include the recycle-ready AmLite™ HeatFlex™.
🎯 Key Initiatives
April 30, 2025: completed the combination with Berry Global Group (US); according to the company, the combined group had about 70,000 employees.
R&D: according to the company's FY25 Sustainability Report, about 1,500 R&D professionals work in 10 innovation centers after the Berry combination.
Synergies: according to the company (April 2025), it expects $260 million in FY26 and about $650 million by the end of FY28.
Recyclability: according to the company's FY25 report, 72% of its packaging by weight was recyclable or recycle-ready in FY25, and 96% of its flexible packaging portfolio by area had a recycle-ready option.
Recycled content: Berry Global and Mars announced on February 24, 2025 that the US pantry jars for M&M'S, SKITTLES and STARBURST had moved to 100% recycled plastic (excluding lids).
⚠️ Challenges & Risks
•Delivering the synergies: reaching the roughly $650 million the company expects by the end of FY28 depends on integrating the two companies' plants, supply chains and portfolios; reorganisation costs and consolidation of overlapping facilities may weigh on results in the short term.
•Mono-material trade-offs: balancing gas-barrier performance and shelf life with recyclability is not fully solved even with the enlarged R&D organisation (10 centers, about 1,500 people), particularly for high-performance medical and healthcare packaging.
•Collection infrastructure outside the EU: PPWR applies in the EU, but collection infrastructure and EPR schemes in North America, Asia-Pacific and other non-EU regions lag behind; applying PPWR-compliant designs across global product lines is a cost-efficiency issue.
📢 June 2025 Official Announcement🕐 Verified: October 2026 Verified🔍 Last source review: 2026-10-18
GRI Editorial Comment
An important change on Amcor's PPWR card is the April 2025 combination with Berry Global. GRI's suggestion for Japanese packaging and food and beverage companies: when choosing packaging suppliers for Europe, deciding whether to work with large players such as Amcor or with specialised smaller players becomes an important strategic decision.
Progress on the Berry Global synergies may change. Please check Amcor's investor relations pages and the European Commission's website for the latest information.
Tetra Pak
Tetra Pak International S.A.
SwitzerlandPackaging Materials
Adapting
⚡ Uses a paper-based barrier in the Tetra Brik Aseptic 200 Slim Leaf; according to the company, it invests about €100 million a year in packaging R&D, and the global carton collection rate was 28% in 2024
According to its FY24 Sustainability Report, Tetra Pak invested about €100 million in packaging research and development in 2024 and plans to invest up to the same amount annually over the next five to ten years. The FY24 report describes the paper-based barrier as an alternative to the aluminium foil barrier normally used in ambient-distributed packages. For the Tetra Brik Aseptic 200 Slim Leaf announced with Lactogal in Portugal in November 2023, the company said renewable content reached 90% and the carbon footprint was about one third (33%) lower than the same package with an aluminium foil layer (certified by the Carbon Trust). At the time of the announcement, it aimed for industrial-scale production by 2025. PPWR (in force since February 2025) requires packaging to be designed for recycling. According to the FY24 report, in 2024 the company invested an additional €42 million in collection and recycling infrastructure for used beverage cartons worldwide; over 1.3 million tonnes were collected and sent for recycling, the global collection-for-recycling rate reached 28%, and it worked with 215 recyclers.
🎯 Key Initiatives
Paper-based barrier: announced the Tetra Brik Aseptic 200 Slim Leaf with a paper-based barrier together with Lactogal in Portugal (November 2023); at the time, it aimed for industrial-scale production by 2025.
R&D: according to the company's FY24 report, it invested about €100 million in packaging R&D in 2024 and plans up to the same amount annually over the next five to ten years, to improve environmental performance without compromising food safety.
Collection and recycling (2024): according to the FY24 report, it invested an additional €42 million in used beverage carton collection and recycling infrastructure worldwide; over 1.3 million tonnes were collected and sent for recycling, the global collection-for-recycling rate was 28%, and it worked with 215 recyclers.
Recycled polymer caps: according to the FY24 report, its French dairy customer Elvir was the first in the food and beverage carton industry to introduce certified recycled polymers in its caps, and planned to extend them across its portfolio through 2025.
Tethered caps: according to the FY24 report, in 2024 it completed the switch to tethered caps in EU markets that it started in 2022.
⚠️ Challenges & Risks
•Rolling out the paper-based barrier: extending the technology used in the Slim Leaf to other product lines, sizes and uses (ambient, chilled) requires food-safety validation and adjustments to customers' filling lines for each product; replacing the whole portfolio will take several years.
•Collection infrastructure outside Europe: the US carton recycling rate is 20% (Carton Council). PPWR applies in the EU, but slower infrastructure development outside the EU constrains a single design for global product lines.
•Raising collection: the global collection-for-recycling rate was 28% in 2024 (company's FY24 report); raising it requires additional infrastructure investment and support for changes in consumer behaviour.
📢 June 2025 Official Announcement🕐 Verified: October 2026 Verified🔍 Last source review: 2026-10-18
GRI Editorial Comment
Tetra Pak's PPWR response reflects the challenge of improving recyclability while keeping the functions of multi-material packaging. GRI's suggestion for Japanese food packaging and beverage companies: with composite packaging (paper, plastic and metal), PPWR compliance involves two separate issues in parallel, reducing materials and establishing recycling markets. Pursuing technology development (the paper-based barrier) and infrastructure investment (collection and recycling) at the same time, as Tetra Pak does, is one roadmap for composite packaging makers.
Please check Tetra Pak's official sustainability website for the latest information.
Nestlé
Nestlé S.A.
SwitzerlandFood & Beverage
Adapting
⚡ Tracking progress on voluntary circular packaging targets and sourcing food-grade recycled materials
Nestlé has worked on packaging targets since 2018 as a signatory of the New Plastics Economy Global Commitment co-hosted by the United Nations Environment Programme and the Ellen MacArthur Foundation. According to its 2025 Non-Financial Statement, its targets for the end of 2025 were to design more than 95% of its plastic packaging for recycling while continuing to work towards 100% being recyclable or reusable, and to cut virgin plastic use by one third versus 2018. In 2025, 87.5% of its plastic packaging was designed for recycling, 89.5% of its packaging was recyclable, reusable or compostable, and virgin plastic use was 28.0% below 2018; the company states that its virgin plastic performance fell short of its 2025 ambition. Recycled content across all packaging was 40.8% in 2025. The Nestlé Institute of Packaging Sciences (opened in 2019) leads technical development. As PPWR (in force since February 2025) takes full effect, the company faces both the gap in its voluntary targets and new EU legal obligations.
🎯 Key Initiatives
2025 results: according to the company's 2025 Non-Financial Statement, 87.5% of its plastic packaging was designed for recycling (2025 target: above 95%), and 89.5% of its packaging was recyclable, reusable or compostable.
Virgin plastic: 28.0% reduction versus 2018 in 2025; the 2025 Non-Financial Statement says this falls short of the 2025 ambition (one third).
Recycled content: 40.8% of all packaging in 2025 (2025 Non-Financial Statement).
Nestlé Institute of Packaging Sciences (opened in 2019) leads packaging R&D.
Rules of Packaging Sustainability (updated June 2025): the company's Golden Rules state that PVC, PVDC, PS and EPS are not used.
Packaging strategy: according to the 2025 Non-Financial Statement, it has five pillars: Less Packaging – Reduce; Less Packaging – Reuse and Refill; Better Packaging – Redesign; Better Systems – Recycle; Better Systems – Rethinking Behaviors.
⚠️ Challenges & Risks
•Gap with the 2025 targets: the gap on design for recycling (87.5% in 2025 against above 95%) and the shortfall on virgin plastic (28.0% against one third) coincide with PPWR obligations taking effect, raising the strategic question of how to handle voluntary targets alongside EU legal obligations.
•Supply of food-grade recycled material: in its 2025 Non-Financial Statement, the company cites limits on the supply of food-grade recycled polymers at scale and on supporting regulations as reasons for its virgin plastic shortfall.
•Scaling reuse and refill across the industry: PPWR's reuse obligations may encourage cross-industry cooperation but also create coordination costs with competitors.
•Redesign costs across many SKUs: packaging redesign involves large management costs; meeting several design rules at once (avoiding materials such as PVC, moving to mono-materials) while keeping brand image and user experience is an ongoing task.
📢 June 2025 Official Announcement🕐 Verified: October 2026 Verified🔍 Last source review: 2026-10-18
GRI Editorial Comment
Nestlé's PPWR card shows the gap between voluntary targets and results that is common across the food and beverage industry. According to its 2025 Non-Financial Statement, among its targets for 2025, plastic packaging designed for recycling reached 87.5% (target: above 95%) and virgin plastic reduction 28.0% (target: one third). For the virgin plastic shortfall, the company cites limits on the supply of food-grade recycled polymers at scale and on supporting regulations. GRI's suggestion for Japanese food and beverage companies: legal obligations such as PPWR are taking on the role of addressing, with binding force, issues that need industry-wide cooperation. The contrast between the limits of voluntary targets and PPWR's legal force bears directly on how food packaging companies redesign their own targets after PPWR started to apply on August 12, 2026.
The 2025 results are based on the 2025 Non-Financial Statement published in February 2026. Please check Nestlé's official sustainability website for new targets and the latest information.
Coca-Cola
The Coca-Cola Company
USABeverage
Adapting
⚡ Bottler Coca-Cola HBC reported rPET content of over 65% in the EU and Switzerland in 2025 (company data); deposit return systems went live in Austria and Poland in 2025, ahead of the 90% separate collection obligation for 2029
The Coca-Cola Company works on PPWR through a decentralised franchise bottling system (The Coca-Cola Company plus independent bottlers). PPWR entered into force in February 2025. Building on the Single-Use Plastics Directive, it sets recycled-content obligations (for single-use plastic beverage bottles, 30% from 2030, rising to 65% in 2040; the 2030 obligation applies three years after the implementing act enters into force if that is later), a 90% separate collection obligation for 2029 that also covers metal beverage containers, and an obligation for Member States to set up deposit return systems (DRS). According to Coca-Cola HBC, in 2023 Romania became the first market in its group to combine 100% recycled PET bottles across the portfolio, in-house rPET production and a deposit return scheme due to launch. According to Coca-Cola HBC, rPET content in its bottles averaged 35% in 2025 and exceeded 65% in the EU and Switzerland (46% in 2024). Ten of its markets have DRS, with Austria and Poland going live in 2025. The UK government says DRS will launch in England and Northern Ireland in October 2027.
🎯 Key Initiatives
rPET: according to Coca-Cola HBC, rPET content in its bottles averaged 35% in 2025 and exceeded 65% in the EU and Switzerland (46% in 2024); in 2023, Romania became the first market in its group to combine 100% recycled PET bottles, in-house rPET production and DRS.
Mission 2025: according to Coca-Cola HBC, it reached its Mission 2025 packaging objectives in 2025; all its primary packaging is recyclable by design, and 78% of primary packaging was recovered (target: 75%).
DRS: according to Coca-Cola HBC, ten of its markets have DRS, with Austria and Poland going live in 2025. The UK (England and Northern Ireland) plans to launch DRS in October 2027 (UK government).
KeelClip™ and LitePac Top: according to Coca-Cola HBC, KeelClip™, a paperboard solution replacing plastic shrink film on can multipacks, is used in 23 of its countries including all its EU markets (2025); LitePac Top, launched in Austria in September 2023 as an industry first, replaces shrink film on PET bottle multipacks with paperboard and removes about 135 tonnes of plastic a year in Austria.
Collection support in emerging markets: according to Coca-Cola HBC, it supports Nigeria's Food and Beverage Recycling Alliance (FBRA).
⚠️ Challenges & Risks
•rPET gap between EU and non-EU markets: according to Coca-Cola HBC, rPET content in its bottles averaged 35% in 2025 and exceeded 65% in the EU and Switzerland. Setting investment priorities between EU markets, where PPWR applies directly, and other markets remains an issue.
•Countries without DRS: ahead of the 2029 obligation, support for setting up DRS (cost sharing, collection infrastructure, consumer awareness) needs to accelerate; timelines depend on national politics and coordination with industry bodies.
•Cost sharing among bottlers: negotiations with bottlers over sharing DRS investment and higher rPET costs continue in the franchise system; differences in regional profitability make cost sharing harder.
📢 June 2025 Official Announcement🕐 Verified: October 2026 Verified🔍 Last source review: 2026-10-18
GRI Editorial Comment
Coca-Cola's PPWR card shows a challenge for global beverage companies: a decentralised business structure produces regional differences in regulatory response. According to Coca-Cola HBC, rPET content in its bottles exceeded 65% in the EU and Switzerland in 2025 and averaged 35% overall. A 2025 evidence review on the EU reports collection rates above 85% in European countries with fully operational DRS; compared with Nestlé's 2025 shortfall (see the Nestlé card), this highlights the different roles of legal obligations (PPWR and DRS) and voluntary targets. GRI's suggestion for Japanese beverage companies and container suppliers: DRS readiness and rPET sourcing strategies will be essential requirements for entering the European market.
The status of DRS by country and rPET price trends may change. Please check Coca-Cola's official sustainability website and the European Commission's website for the latest information.
Unilever
Unilever PLC
UK / NetherlandsConsumer Goods
Adapting
⚡ Met its 2025 target of 25% recycled plastic; 15% of its flexible plastic packaging met its recyclability criteria (company data); accelerating paper-based flexible packaging
According to the company, Unilever used post-consumer recycled plastic (PCR) for 25% of the plastic in its packaging in 2025, meeting its 2025 target (an increase of 4% compared with 2024). Its virgin plastic use was 29% below 2019, close to its 30% target for 2026. In 2024, its target of 100% reusable, recyclable or compostable plastic packaging was split into 2030 for rigid and 2035 for flexible packaging. According to the company, in 2025, 75% of its rigid plastic packaging met these criteria, compared with 15% of its flexible plastic packaging (sachets, pouches and similar). In response to the difficulty of recycling flexible packaging (see the Tetra Pak and Nestlé cards), the company says it is accelerating the deployment of paper-based flexible packaging.
🎯 Key Initiatives
2025 results: according to the company, post-consumer recycled plastic made up 25% of the plastic in its packaging, meeting its 2025 target; it purchased more than 152 kilotonnes of recycled plastic in 2025.
Virgin plastic: 29% reduction versus 2019 in 2025 (a reduction of 6% compared with 2024, according to the company); targets of 30% for 2026 and 40% for 2028.
Reusable, recyclable or compostable: according to the company, in 2025, 75% of its rigid and 15% of its flexible plastic packaging met these criteria; targets are 2030 for rigid and 2035 for flexible packaging.
Target reset: according to the company in April 2024, its virgin plastic reduction was 18% against 2019 at that time; in 2024 it reset its targets to 30% for 2026 and 40% for 2028.
Refill pilots: according to the company, in 2019 it worked with Vega Innovations to install two large refill machines (Dove, Sunlight, Sunsilk and others) in modern trade outlets in Sri Lanka, then moved towards general trade, which it says accounts for 70% of the Sri Lankan market, and redesigned the machines so that consumers choose the exact amount; it also runs refill pilots in Indonesia and Bangladesh.
Collection: according to the company, collection and processing volumes in 2025 were equivalent to 111% of the plastic packaging it sold; this figure combines voluntary collection and processing through partnerships, recycled plastic it purchased, and volumes reported under mandatory EPR schemes.
⚠️ Challenges & Risks
•Raising flexible packaging from 15% (2025): moving to paper-based flexible packaging is a focus, but the technical hurdle of keeping the shelf-life performance of food and household products is high; the company itself says developing these solutions is one of the most technically complex challenges facing the industry.
•Scaling refill and reuse in developed markets: there are pilots in South and Southeast Asia, but full-scale reuse models in Europe and North America are still at an early stage.
•Optimising many SKUs and formats at once: shampoo bottles, detergent refill packs and food pouches go through very different recycling processes, so adapting them all to PPWR requirements (recycled content and recyclability) at the same time strains internal development resources.
📢 June 2025 Official Announcement🕐 Verified: October 2026 Verified🔍 Last source review: 2026-10-18
GRI Editorial Comment
Unilever's PPWR card, like Nestlé's, shows an industry-wide question about the relationship between voluntary sustainability targets and PPWR's legal obligations. While Nestlé fell short of 2025 targets such as virgin plastic reduction, Unilever met its "25% recycled plastic" target. The 15% of flexible plastic packaging meeting the criteria in 2025 reflects a technical challenge shared by the Japanese household products industry, which uses many sachets and pouches (cosmetics, detergent refill packs and others), and Unilever's work on paper-based flexible packaging can serve as an early example.
Work on paper-based flexible packaging and related initiatives may change. Please check Unilever's official sustainability website for the latest information.
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