Feature Photo Credit: Ron Lach
If you’re anything like me, you’ve probably found yourself overwhelmed by the sheer volume of packaging in everyday life. Packaging is everywhere, from your morning coconut milk carton to mid-afternoon parcel delivery. And as someone passionate about conscious living, I couldn’t ignore the major shift that just happened in the EU. As of February 2025, a brand-new law on packaging and packaging waste came into force, and it’s a big deal.
So, I thought it was the perfect moment to unpack (pun intended) what’s going on, what sustainable packaging really means, and shine a light on the companies making positive waves in this space.
WHY THIS NEW EU LAW CHANGES EVERYTHING
The European Union has implemented packaging regulations since the 1990s, but the new Packaging and Packaging Waste Regulation (PPWR) represents a significant enhancement. This regulation aims to simplify and harmonise rules across member states while concentrating on minimising the environmental impact of packaging throughout its entire life cycle—from production to disposal.
This new law, which supersedes the previous Packaging and Packaging Waste Directive, officially came into force on February 11, 2025, with full implementation set to begin 18 months later. The primary goal is to substantially reduce packaging waste, enhance recyclability, and establish the use of recycled materials as the standard practice. Some standout points?
- Restrictions on single-use plastics (farewell to individually wrapped condiments)
- Requirements for packaging to be recyclable in an economically viable manner by 2030
- Goals for minimum recycled content in packaging
- Promotion of reuse and refill systems
- And my personal favourite: takeaway businesses must now permit customers to bring their own containers, without any additional charges
At last, legislation is aligning with consumer preferences. People are seeking better, more sustainable options, and brands will need to rise to the occasion.
WHAT IS SUSTAINABLE PACKAGING, REALLY?
If you’ve ever found yourself puzzled by packaging labelled “biodegradable” or “compostable,” you’re certainly not alone. The term sustainable packaging is frequently used, yet its true meaning is often more complex than many realise.
At its essence, sustainable packaging aims to minimise environmental impact and reduce ecological footprints. This involves reflecting on every phase of its lifecycle: from sourcing and production to transportation, usage, and eventual disposal. It’s not solely about using recycled materials; it’s about reducing waste, optimising energy use, and ensuring that the packaging is advantageous throughout its entire lifecycle.
For packaging to be genuinely sustainable, it needs to be functional, economically viable, and beneficial to both people and the planet. Sounds perfect, doesn’t it? However, it’s important to note that not all “green” claims hold the same weight. There is a significant distinction between genuinely sustainable materials and those simply marketed as such.
A BRIEF HISTORY OF PACKAGING’S ENVIRONMENTAL IMPACT
While sustainable packaging may seem like a trend of the 2020s, its roots actually trace back several decades. The environmental movement of the 1970s began to shed light on issues like littering and pollution, reminding many of the iconic “crying Indian” public service announcement in the United States.
However, it was the notorious “Garbage Barge” incident of the 1980s that truly brought packaging waste into public consciousness. As barge-loads of trash moved from port to port, people started to recognise the significant amount of waste they were producing, a large portion of which originated from packaging. Despite ongoing efforts to enhance recycling and minimise waste, progress has been gradual. It wasn’t until 2006, with the emergence of the “Triple Bottom Line” business model, which emphasises the balance of profit, people, and the planet, that sustainable packaging began to gain traction as a crucial aspect of corporate responsibility.
Today, it represents more than just a corporate obligation; consumers are demanding improvements, and the recent EU law serves as a concrete step towards fulfilling this growing demand. So yes, talking about it really does make a difference.
WHAT DOES ENVIRONMENTALLY FRIENDLY PACKAGING LOOK LIKE?
The Sustainable Packaging Coalition offers a solid definition. For packaging to be truly environmentally friendly, it should:
- Be safe and beneficial for individuals and communities throughout its life
- Meet market criteria for both performance and cost
- Be made with renewable or recycled materials
- Be manufactured using clean technologies
- Be capable of being recovered and reused in biological or industrial closed-loop systems
That means your ‘eco’ packaging should not only perform well but also tick the boxes on energy use, material sourcing, and end-of-life options. Compostable isn’t always the answer. Recyclable isn’t always enough. The entire system needs to work in sync. For more information download the 2025 Trend Report.
WHO’S LEADING THE WAY IN COMPOSTABLE PACKAGING?
In a world where packaging often ends up as pollution, it’s genuinely inspiring to see a growing number of UK-based companies stepping up and proving that sustainability and business success can go hand in hand. Here are some truly innovative brands leading the charge in eco-conscious packaging – and changing the game in the process.
Notpla
Let’s explore one of my favourite findings: Notpla. This innovative startup based in London has completely transformed the concept of food containers. Rather than depending on plastic-based linings, which are nearly impossible to compost and often contaminate recycling streams, Notpla employs a 100% natural coating made from seaweed, a renewable and fast-growing resource that requires no land, freshwater, or fertiliser to flourish.
Seaweed offers more than just sustainability; it is also regenerative. It captures CO₂, deacidifies ocean water, and enhances biodiversity within marine ecosystems. Notpla’s containers are fully home-compostable and decompose just like a fruit peel. This means no microplastics, no harmful chemicals, and no strain on industrial composting systems. Even if discarded in nature, it safely biodegrades, providing nourishment for microbes and fungi instead of contributing to toxic waste.
Their partnerships with significant events, such as the BRIT Awards, illustrate that this is not merely an eco-ideal; it is scalable. With over 3.5 million plastic containers already replaced, Notpla is establishing a new standard for food packaging. And I’m here for it!
Lush
You may already be familiar with Lush for their delightfully scented bath bombs and fresh, handmade cosmetics. However, less commonly discussed, yet equally impressive, is their pioneering role in packaging-free retail. Lush has introduced the concept of “naked” products: items that come without any packaging at all. Picture solid shampoo bars, conditioner blocks, and soaps, all designed to be taken home completely packaging-free.
For products that do need packaging, Lush employs post-consumer recycled plastic pots that can be returned in-store, supporting a closed-loop recycling system. Their black pots are part of a take-back initiative where returned containers are cleaned, shredded, and remoulded into new pots. This process keeps materials in circulation and significantly cuts down on the use of virgin plastic.
So, what makes this approach truly sustainable? Although Lush’s packaging option is not a new invention, it reduces the demand for raw materials, diverts waste from landfills, and provides a refillable, circular alternative to the prevalent throwaway culture in the beauty industry.
Bower Collective
Bower Collective is dedicated to eradicating plastic waste in the home and personal care sectors. They provide a range of products, from laundry detergent to shampoo, packaged in reusable pouches that customers can easily transfer into stylish dispensers at home. Once these pouches are empty, they can be sent back (postage-paid) for cleaning and reuse, establishing a true closed-loop system.
- This model greatly minimises single-use plastic consumption and the carbon emissions linked to packaging production.
- Additionally, all Bower pouches are crafted from recycled plastic, further reducing their environmental impact.
- The brand also takes steps to offset its carbon emissions, making the entire supply chain more eco-friendly.
Bower serves as an inspiring example of how we can rethink our daily necessities. Rather than treating sustainability as an afterthought, they have integrated it into the customer experience, demonstrating that convenience and circularity can coexist harmoniously.
Ecoegg
Ecoegg offers a truly innovative solution to a common household chore: laundry. Their flagship product, a reusable laundry egg, serves as an alternative to traditional detergents and fabric softeners. Inside this egg, you’ll find mineral pellets that can last for up to 70 washes, significantly decreasing the reliance on detergent bottles and the accompanying plastic packaging.
The egg itself is designed to be refillable and durable, lasting for years. This approach not only helps reduce single-use plastics but also minimises water pollution, as Ecoegg products are free from the harsh chemicals and phosphates typically found in conventional laundry items.
In terms of environmental benefits, this represents a win-win situation: less plastic waste, reduced pollution, and a substantial decrease in emissions related to packaging. Additionally, by promoting reusability, Ecoegg fosters a shift from linear, disposable systems to more circular and sustainable practices.
Riverford Organic Farmers
Riverford has long been a staunch advocate for organic farming and ethical food production, and their sustainable packaging practices deserve equal recognition. Riverford operates a closed-loop packaging system by collecting, reusing, and recycling materials directly from its customers. Their iconic reusable veg boxes—made from 98% recycled materials and fully recyclable—are designed to be reused up to 10 times. If all customers returned their boxes, it would save almost 22,000 trees’ worth of cardboard each year. Riverford also collects the individual packaging from items in each box. If customers can’t compost or recycle it at home, they can simply leave it out with their box, and Riverford will collect it to ensure it’s handled responsibly.
Furthermore, Riverford is experimenting with innovative materials, such as wool insulation for their chilled products and reusable ice packs that customers return with their empty boxes. The company maintains a strong commitment against plastic, proactively seeking alternative solutions whenever possible. They also prioritise transparency by sharing their progress and challenges with customers.
This low-waste approach significantly reduces supermarket plastic usage, promoting a farm-to-table system that benefits both people and the planet. Riverford serves as a remarkable example of how thoughtful packaging design can enhance an ethical food supply chain.
While Riverford aims to minimise packaging, some is essential to maintain freshness and reduce food waste. Moist, leafy veg like spinach and lettuce wilt quickly without protection, and potatoes turn green without shade. Loose root veg can damage other produce during transit. Riverford carefully balances the environmental impact of packaging with the need to preserve quality and avoid waste. For those who prefer minimal packaging, they also offer a packaging-free veg box with eight seasonal, loose vegetables that change weekly.
A box can’t be reused if it isn’t returned, and a home compostable bag is of no environmental benefit if it ends up in landfill. To help reduce the environmental impact of each delivery, Riverford encourages customers to follow their packaging and recycling guide—ensuring as much packaging as possible is reused, recycled, or composted properly, rather than going to waste.
Abel & Co
Abel & Co is committed to reducing waste through thoughtful, sustainable packaging. They use only essential materials, avoiding unnecessary plastic and removing compostable plastics that don’t reliably break down in the UK waste system. Their core Fruit & Veg Boxes now use recyclable paper instead, and they’re working to eliminate compostable plastics across their entire range.
A key part of Abel & Co’s sustainability journey has been reassessing compostable plastics. Initially seen as an eco-friendly solution, these materials have come under scrutiny. Scientific evidence now shows that compostable plastics often fail to break down properly unless processed in very specific industrial conditions—conditions not always available through local UK waste systems. In response, Abel & Co has removed compostable plastics from their core Fruit & Veg Boxes and replaced them with recyclable paper alternatives. They are also working closely with suppliers to eliminate compostable plastics from their entire product range.
Through initiatives like their Club Zero refillables and Plastic Pick-Up service, they aim to reuse and recycle more, helping customers reduce their impact. With 77% less plastic than major UK supermarkets, Abel & Co is leading the way in responsible food packaging.
AND FINALLY....
This new EU legislation marks a bold step toward a more sustainable future—one where reducing, reusing, and truly recycling packaging is no longer optional, but expected. It’s a call to action for businesses and consumers alike to rethink how we produce, use, and dispose of packaging. While the transition may take time, the direction is clear: less waste, more accountability, and a healthier planet for all.