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PRO CARTON

Leading Through Transformation

BY MICHELE BIANCHI PRESIDENT OF PRO CARTON

Dear Friends, Colleagues, and Business

Partners,

Our industry is operating in a time of profound transformation. Markets are shifting, regulations are evolving, supply chains are being redeﬁned and consumers are making increasingly conscious choices. In such an environment, the winners will not be those who resist change, but those who shape it.

This year we celebrate the 30th edition of the European Carton Excellence Award — three decades of innovation, creativity and technological progress in ﬁbre-based packaging. But more importantly, it represents something bigger: an industry that has continuously reinvented itself and built one of the most successful circular material systems in Europe.

Today, the discussion is no longer only about packaging. It is about climate, resources, circularity, security of supply and European industrial resilience. Fibre-based packaging stands at the intersection of all these topics: renewable raw materials, high recycling rates, continuous carbon reduction and strong European value chains.

In a world that is becoming less predictable, regional circular value chains are becoming a strategic advantage. Europe has the opportunity to lead in circular packaging solutions — and our industry has the responsibility to make this happen.

The future will not be decided by the strongest individual company, but by the strongest ecosystem. And Europe’s ﬁbre-based packaging ecosystem is one of the strongest in the world.

European. Circular. Resilient. – A winning resolution.

Warm wishes,

Michele Bianchi President of Pro Carton

MICHELE BIANCHI

PRESIDENT OF PRO CARTON

Navigating change with confidence

Dear Pro Carton members and followers,

The European packaging industry is undergoing a period of profound transformation. Geopolitical tensions, volatile energy costs, repeatedly disrupted supply chains, increasing regulatory requirements and rapidly evolving consumer expectations are reshaping markets across Europe. At the same time, the pressure to deliver circular, low-carbon and economically viable solutions continues to intensify.

In this environment, packaging is no longer just a functional necessity - it has become a strategic asset.

Consumer expectations are evolving rapidly. Sustainability, recyclability and transparency are increasingly shaping purchasing decisions, while packaging itself is becoming a visible indicator of brand credibility and responsibility. The insights from our latest European Consumer Packaging Perceptions Survey underline this shift and conﬁrm the growing importance of ﬁbre-based packaging in building consumer trust and supporting lasting brand loyalty.

At the same time, measurable progress across the industry continues to strengthen this position. The latest carbon footprint results demonstrate ongoing improvements in emission performance, reﬂecting sustained investments in renewable energy, efficiency and innovation across the European cartonboard value chain.

Regulation will further accelerate this transition. The Packaging and Packaging Waste Regulation, alongside broader European policy developments, is setting a clear direction towards circular and scalable packaging solutions. In this context, I want to focus your attention on an article from our Director General, Horst Bittermann. His reﬂections in this edition provides important perspectives on PPWR and wider advocacy topics shaping the future regulatory landscape for our industry.

WINNIE MÜHLING

DIRECTOR OF MARKETING AND COMMUNICATIONS

Navigating change with confidence: Part 2

The European cartonboard and folding carton industry has consistently demonstrated resilience, adaptability and a strong commitment to sustainability. These strengths will be essential as we will also leave this crisis behind us.

As we continue this journey, we look forward to welcoming the industry to the Congress and Awards Night in Rome – an opportunity to connect, exchange ideas and celebrate innovation, excellence and the continued strength of our industry.

We wish you a great start in spring, enjoy the longer and warmer days.

Warm regards,

Winnie Muehling Director of Marketing and Communications

HORST BITTERMANN

DIRECTOR GENERAL OF PRO CARTON

Pro Carton President Michele Bianchi now also newly elected President of FPE

Fibre Packaging Europe is an informal coalition of seven trade associations from Europe’s forestry, pulp, paper, packaging, board and carton production and recycling industries.

FPE advocate for promoting the role of European bio-based raw materials for a competitive EU, ensuring a regulatory framework that recognises the circularity of the paper value chain, recognising the role of ﬁbre-based packaging in ensuring food safety and reducing food waste. In a nutshell the advocacy body for the European ﬁbre-based packaging industry.

Read more: https://www.ﬁbre-packaging.eu/wp-content/uploads/2025 /06/FPE-Manifesto.pdf

FPE Industry Statement

One Europe - One Market: A Call to Embed Competitiveness as a Core Policymaking Principle

Updates on EU Legislation: Part 2

PPWR

The EU COMMISSION is expected to publish a notice document and a Q&A each day. Recently we received the 3rd leaked version –must important for our industry:

Enforcement of PFAS restrictions in food contact packaging and exhaustion of stocks by 12 Aug 2026:

- It acknowledges the absence of a harmonised EU-wide methodology for PFAS in food contact packaging; CEN/TC 172/WG 3 working group was asked to develop a methodology.

- It recommends a stepwise approach to enforcing PFAS limits: step 1, if Total Fluorine (TF) quantiﬁcation is below 50 mg/kg, sample could be considered compliant. Tests from the Swedish institute have proven that cartonboard without intentional added PFAS, eg for grease barriers, might be compliant.

- It clariﬁes that once manufacturing is completed, manufacturers may place empty or ﬁlled food-contact packaging on the market by merely transferring legal possession before 12 Aug 2026.

Date of application of the requirement to ensure that packaging is recyclable 12 Aug 2026

Art 25, ANNEX V packaging bans for single-use plastic packaging by 1 Jan 2030.

- Packaging listed in Annex V is single-use plastic packaging if it contains more than 5% plastic, therefore composite paper packaging with no more than 5% plastic are not considered as single-use plastic packaging.

- Packaging listed: 1. single-use plastic grouped packaging, 2. single-use plastic packaging for unprocessed fresh fruit and vegetables, 3. single-use plastic packaging for foods and beverages ﬁlled and consumed within the premises in the HORECA sector, 4. Single-use plastic packaging for condiments, preserves, sauces, coffee creamer, sugar, and seasoning in HORECA sector.

Fastmarkets Forest Products Europe Conference 2026

Pro Carton made a signiﬁcant presence at the Fastmarkets Forest Products Europe Conference 2026, drawing over 300 delegates to discuss the future of the forest products industry.

The event saw a strong showing from the cartonboard sector, with Pro Carton actively contributing to vital conversations around sustainability and investment. Director General Horst Bittermann delivered a compelling presentation within the panel “From Policy to Projects: Carbon Investment Signals Across the Value Chain,” emphasizing that the cartonboard industry was already proactively investing in emissions reduction – a commitment requiring collaborative efforts and supportive regulatory policies to truly scale these initiatives.

Adding to Pro Carton’s content engagement, Marketing & Communications Director Winfried Mühling highlighted the growing importance of packaging and its impact on consumer behavior. His presentation underscored key ﬁndings including:

- Packaging is gaining importance and plays a signiﬁcant role in building long-term customer loyalty and repeat purchases.

- 85% of consumers say that the climate impact of a product is at least sometimes considered in their purchasing decisions.

- 66% of consumers state that packaging signiﬁcantly inﬂuences their perception of a product.

We have joined forces the third year as a media and contents partner for the event. Our participation underscored our dedication to driving innovation and responsible practices within the cartonboard sector. We recommend joining Fastmarket Forest Products to our members and followers.

Packaging Waste & Sustainability Forum

Pro Carton at Packaging Europe's Sustainable Packaging Summit 2025 – A networking opportunity

The Packaging Waste & Sustainability Forum in Brussels played host to some compelling new research this year, as Pro Carton unveiled key ﬁndings from its Sustainability and Consumer Insights 2026 study — a sweeping survey of 5,000 consumers across Europe that paints a vivid picture of shifting attitudes toward packaging.

The data makes clear: consumers care, and they're paying attention. Some 85% of respondents reported considering a product's climate impact in their purchasing decisions at least sometimes, while two-thirds said packaging meaningfully shapes how they perceive a product overall. Perhaps most importantly for brands, packaging is no longer just protection for products — it's becoming a driver of customer loyalty and repeat purchases.

For Pro Carton, the ﬁndings affirm a mission we have long championed. As advocates for renewable, recyclable, and sustainable packaging solutions, we see the circular economy not as a distant ambition but as a present responsibility — one we're working towards through high-quality recycled cartonboard that helps move the industry in a more environmentally responsible direction.

The Packaging Waste & Sustainability Forum is joint by industry members form the entire value chain, end-users and members of the "Brussels bubble". We recommend to put the 2027 event in your calenders. We keep you informed.

The Awards honor the best in cartonboard packaging design, showcasing innovation and sustainability. We thank our sponsors for their commitment to excellence, which makes this event possible.

Thirty years of awards excellence. Stormʼs view from behind the curtain

Thirty editions. It’s a remarkable milestone for any awards programme.

Since 1997, the European Carton Excellence Award (ECEA) and Pro Carton Student Awards have served as one of the industry’s most valued platforms, celebrating innovation in folding carton design, championing sustainability and nurturing the next generation of packaging talent. While the winners take their well-deserved moment in the spotlight, there’s an enormous amount of work that goes into making the magic happen each year. So, I was delighted to accept Pro Carton’s offer to write an article for this publication about the work that goes on behind the scenes. Storm took over management of the awards in 2023 and what a journey it has been. Stepping into the role previously held by Suzanne McEwen - who had managed both the ECEA and the Student Awards over many years - was both an honour and, to be honest, a little daunting. However, as we had already been working closely with Suzanne in promoting the awards through the European trade media, we did, at least, have some insight into the running of the programme

Why These Awards Matter

Before I start talking about the mechanics, it’s worth stepping back and asking why the ECEA and Pro Carton Student Awards matter so much to this industry. The answer is straightforward. Cartonboard packaging is an incredible material that offers so much.

As our consumer surveys have revealed over the years, most people are aware of cartonboard’s environmental credentials and trust that it is being recycled. For those reasons, it’s no surprise that brands are increasingly choosing the material to protect their goods. However, its contribution to brand identity and consumer experience is sometimes underappreciated.

ADAM CRAIG HEAD OF B2B & CORPORATE STORM COMMUNICATIONS

The Organisation Is More Complex Than It Looks

When we came on-board in 2023, we were determined to bring a fresh perspective to the process. Our ﬁrst year was very much a learning curve. We took a decision to manage what was already in place, rather than bring in wholesale changes. This enabled us to get to grips with the sheer complexity of a pan-European awards programme quicker.

And it is genuinely complex. Coordinating entries from cartonboard manufacturers and converters across the continent, managing the logistics of material orders for universities, communicating across multiple languages and time zones, and ensuring everything arrives on time for judging - it’s a logistical puzzle that my brilliant team at Storm (thank you Danielle, Jo, Olivia, Katie and Kat - we simply couldn’t do this without you) solve with energy and good humour every year.

Having successfully navigated the 2023 event (including the power cuts!), we began introducing our own processes in 2024. Working alongside Pro Carton’s Winnie Muehling, we brought in new collateral and promotional materials to better support the event’s reach among members and university lecturers. We also began building a new database of university contacts, reaching out directly to lecturers, and even presenting to students about the opportunities the competition offers. The results were tangible and new universities have joined the Student Awards while engagement across the ECEA has grown.

In 2025, we went further still, helping Winnie introduce a formal sponsorship programme for the first time, creating new assets to support commercial conversations, and welcoming new product-specific categories back to the ECEA after a hiatus of many years. Each evolution has made the awards more robust, more inclusive, and more reflective of the industry’s breadth.

The Judging Has Evolved

Seeing the thousands of incoming award entries from January to May is always rewarding, but the judging process is where the magic starts.

Meeting, and working with, the ECEA judging panel has been one of my highlights. Satkar Gidda, Sanjeev Das and Susanne Lippitsch are exceptional professionals with an eye for what makes a truly outstanding folding carton.

It has been particularly pleasing to have played a role in evolving the judging panel since 2023. We have welcomed Heidi Vanspauwen from Van Genechten Packaging, whose perspective brought fresh insight to the panel’s conversations, and also representatives from Carrefour and MM Group. But it’s not just the faces that have changed, we have also supported the move of the Judging Days from The Hague to Brussels, which added to the logistical challenge but ran smoothly thanks to meticulous planning from both my team and Brendan Khoo at Pro Carton.

Throughout all of this, there has, however, been one constant. Barbara Ginter, formerly of Lejeune Association Management and now of ECMA, has helped us keep the awards judging on a straight and narrow road. Her knowledge of the awards and her attention to detail have brought reassurance over the years. We are fortunate to have her.

I’m already looking forward to the 2026 Judging Day this June, watching on as our inspirational judges inspect this the 30th edition entries!

The Awards Night: Where It All Comes Together

For all the complexity behind the scenes, it is the awards evening itself that makes every late night and last-minute change - there have been quite a few of them – worthwhile!

We have been privileged to work in some wonderful locations – Seville, Berlin and Istanbul. But 2025 was my favourite yet. The venue, the atmosphere and the support team on the ground were all exceptional. These evenings work because of the remarkable people involved at every level, from the venue managers to the AV teams, and we’re fortunate to have worked with highly professional people who also have a good humour and are able to work ﬂexibly – ﬁnding solutions to last minute problems can never be seen as a negative!

Since taking on the awards, we have also worked hard to evolve and improve the evening’s presentation. In 2023 we introduced new video content to make the night more dynamic and engaging. By 2024 we had completely redesigned the awards deck with bespoke graphics and animations. And we also created a brand new awards brochure, adding new design elements to what is a (hopefully!) cherished industry memento.

Here’s to Thirty More

None of what Storm contributes to these awards would be possible without the trust and enthusiasm of Winnie Muehling, Horst Bittermann and Brendan Khoo at Pro Carton. They are, quite simply, wonderful people to work with, deeply engaged in their industry, genuinely committed to running a world-class awards programme, and endlessly generous with their time and conﬁdence in our team. Winnie’s infectious passion is one of the great pleasures of this work. There are few better ways to mark the end of a long awards year than sharing a well-earned beer with him.

As the ECEA reaches its 30th edition, it stands as a testament to what this industry can achieve when it comes together to celebrate the very best. From its earliest years to today, from the judging rooms of The Hague and Brussels to this year’s awards stage in Rome, it has grown, adapted and thrived. We are proud to play our part in its story, and we look forward to many more evenings of great folding cartons, great company and very carefully researched playlists.

Adam Craig is a Director at Storm Communications, which has managed the Pro Carton awards programme since 2023.

Introducing our photography and video team for the 2026 Awards

We are pleased to introduce our video and photography team for 2026. As part of our ongoing commitment to support young talent, we continue our initiative to offer winners of the Pro Carton Student Video Award (PCSVA) the opportunity to gain real work experience. This year, we are delighted to welcome Marlene Staak, Leyla Coburger and Josephine Gerke from SRH University, Berlin, who will bring fresh perspectives and creative energy to our visual storytelling. At the same time, we are very pleased to welcome back Anastasiia Klinova and Henri Brück, whose professionalism and strong understanding of our industry have been highly valued last year in Istanbul. Together, this team represents a powerful combination of new talent and proven expertise, and we look forward to capturing the highlights of 2026 through their lens.

Introducing our Judges for 2026

Sanjeev Das

Macku Krzysztof Krajewski

CHAIRMAN

We are proud and grateful to introduce this year’s judging team. Seven judges come from the member base of Pro Carton and ECMA, bringing strong expertise and industry insight. The team is well balanced across gender, age and background - ensuring diverse perspectives and high-quality evaluation.

A big thank you to all judges for their commitment and dedication.

Satkar Gidda

Heidi Vanspauwen

Chiara Bordignon

Andreas

Elisa Chiminello Lotte Krekels

Winnie Mühling

Simon Bolton

Bady Minck

Susanne Lippitsch

THE INSIGHTS PRO CARTON RELEASES THEIR CONSUMER SURVEY REVIEW AND CARBON FOOTPRINT REPORT

Packaging, Trust and Resilience

Fibre-based packaging gains strategic importance in Europe

Packaging becomes strategic

Packaging is becoming an increasingly important part of purchasing decisions for consumers. While it was long considered mainly a functional necessity, it is now evolving into a visible indicator of sustainability, credibility and brand trust. The European Consumer Packaging Perceptions Survey 2026, conducted among 5,000 consumers in Germany, France, Italy, Spain and the United Kingdom, clearly shows how strongly consumer expectations have changed. Packaging is no longer seen only as protection of the product, but as a central part of a brand’s sustainability strategy. For the packaging industry, this represents a clear shift in perspective: packaging is no longer just part of the supply chain – it is becoming a decisive element of brand communication, customer loyalty and sustainability perception.

Sustainability becomes part of everyday purchasing decisions

One of the key ﬁndings of the study shows how strongly environmental considerations are now embedded in consumer behaviour. 85% of European consumers say they at least sometimes consider the climate impact of a product when making purchasing decisions. Sustainability is therefore no longer a niche topic for a small group of highly engaged consumers. It has become part of everyday purchasing decisions. Packaging plays a crucial role here. It is the ﬁrst part of a product that consumers see and evaluate. While production processes and supply chains often remain invisible to consumers, packaging is immediately visible and tangible. Younger consumers in particular increasingly think about what happens to packaging after use. In the 18–29 age group, 62% say they frequently or always consider the end-of-life of packaging. Recyclability therefore becomes a central factor in perception.

WINNIE MÜHLING

DIRECTOR OF MARKETING AND COMMUNICATIONS

Recyclability and material trust

The study clearly shows which packaging features consumers expect.

64% of consumers name ease of recycling as the most important packaging feature, ahead of resealability, easy opening or additional convenience functions. This result shows a fundamental shift in consumer thinking. Sustainability is increasingly interpreted in a pragmatic way. Consumers do not expect abstract sustainability promises, but packaging that ﬁts easily into existing recycling systems. In addition to recyclability, trust in materials plays a decisive role.

87% of European consumers trust that paper and carton are actually recycled, the highest level of trust among all packaging materials.

Carton packaging is clearly preferred

The study also shows a strong material preference.

- 84% of European consumers say they prefer carton packaging over plastic packaging.

- This preference is particularly strong in Germany, Italy and France. It also increases with age, reaching over 90% among older consumers.

- Material choice therefore becomes a direct factor in brand perception.

Packaging inﬂuences brand loyalty

The impact of packaging on purchasing behaviour becomes particularly visible when looking at brand switching.

- 37% of European consumers have switched brands in the past twelve months because of packaging.

- The main reasons are:

- Packaging that is not recyclable

- Excessive packaging

- High plastic content

87%

87% of European consumers trust that paper and carton are actually recycled 85% 85% of European consumers say they at least sometimes consider the climate impact of a product when making purchasing decisions.

Consumers are well informed

Another important aspect of the study is consumer knowledge. 84% of European consumers say they know which materials can be recycled. This means consumers are making increasingly informed decisions. Materials, designs and disposal routes are actively evaluated. Packaging decisions are no longer invisible background decisions in product development – they are visible and judged by consumers.

Price, shrinkﬂation and purchasing behaviour

The study also shows the inﬂuence of economic factors. 73% of consumers say they buy sustainable products only if the price is comparable to alternatives. This means sustainable packaging solutions must also be economically viable. The study also highlights the growing concern about shrinkﬂation – products becoming smaller while prices remain the same. When consumers recognise such changes, they often react critically. Transparency therefore becomes essential for maintaining trust.

Regional value creation becomes a strategic advantage

Beyond consumer preferences, the industrial environment is becoming increasingly important. Pandemics, geopolitical tensions, wars and energy crises have shown how vulnerable global supply chains can be. Industries with regional value chains are therefore gaining importance. The European carton value chain is an example of such a system: ﬁbres from sustainably managed European forests, board production in European mills, conversion into packaging in regional plants and recycling within established European recycling systems. Paper and carton packaging achieve recycling rates of around 87% in Europe, making them one of the most successful material cycles in the packaging industry. Circularity here is not a theoretical concept but a functioning industrial system developed over decades.

84% 84% of European consumers say they know which materials can be recycled. 73%

73% of consumers say they buy sustainable products only if the price is comparable to alternative

Packaging, Trust & Resilience: Part 4

Carbon performance strengthens consumer trust

The environmental performance of fibre-based packaging is not only a perception issue but is supported by measurable environmental data. The latest European cartonboard carbon footprint study shows that the industry has continued to reduce its fossil carbon emissions in recent years. Between 2021 and 2024, fossil CO2e emissions per tonne of cartonboard were reduced by 8%, mainly driven by increased use of renewable energy, improved energy efficiency, green power and continuous optimisation of production processes across European mills and converting plants. This continuous reduction in carbon emissions strengthens the environmental credibility of fibre-based packaging and reinforces consumer trust in paper and carton packaging. When consumers prefer fibre-based packaging, this preference is therefore not only based on recyclability and ease of disposal, but increasingly also on the climate performance of the material. The combination of renewable raw materials, high recycling rates and continuously improving carbon performance creates a strong environmental profile for fibre-based packaging. This combination of circularity and carbon performance is a key reason why fibre-based packaging continues to gain consumer preference across Europe.

Regulation and market requirements

At the same time, regulatory requirements for packaging in Europe are increasing. Initiatives such as the Packaging and Packaging Waste Regulation (PPWR) aim to improve recyclability, reduce waste and strengthen circular materials. For companies, this means packaging decisions must consider regulatory requirements. Materials already integrated into functioning recycling systems gain additional strategic importance. Packaging therefore becomes a strategic tool for brand management. It inﬂuences sustainability perception, competitiveness on the shelf and consumer trust.

Outlook for the packaging industry

The results of the consumer survey clearly show that packaging will play an even greater role in the future at the intersection of sustainability, brand trust and purchasing decisions.

The combination of functional performance, credible collection and recycling infrastructure and consumer trust will become a key success factor in the coming years. Packaging is increasingly becoming a visible symbol of how seriously companies take sustainability and responsibility.

Cartonboard is therefore very well positioned for the future. It has become the material of choice for many brand owners and is increasingly preferred by consumers. Fibre-based packaging not only supports circularity and climate performance, it also helps to create consumer trust and bonding, brand loyalty and repeat purchases.

Our industry needs continue to focus on innovation in barrier solutions, further improvements in material efficiencies, and in preparing folding carton in all areas of “smart packaging”. On the operational side continuous emission reductions along the entire value chain are crucial to defend our leading sustainability position.

The future of folding cartons will not be deﬁned only by replacing plastic, but by making ﬁbre-based packaging smarter, lighter, costs competitive, functional and connected. The innovation potential of folding cartons is far from exhausted - in many applications, the real growth story has only just begun.

This will open new opportunities for ﬁbre-based packaging in additional product categories and further strengthen the role of cartonboard in a circular and low-carbon European economy.

Find both reports by clicking here!

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OUT OUR FEATURED ARTICLES!

Explore the latest industry insights and news featuring Pro Carton. We are proud to be featured in leading packaging and sustainability publications, highlighting our initiatives, events and expert perspectives across the cartonboard industry. Follow our social media channels to stay updated on recent articles, key developments and thought leadership as we continue shaping the future of sustainable cartonboard packaging.

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Pro Carton Job Platform

How we

are

connecting the younger generations to our industry

For years, the Young Designer Awards Program has offered a compelling glimpse into the ingenuity of emerging talent. Yet for all its success, it represents only a fraction of the innovation quietly taking shape across design schools, universities, and creative communities throughout Europe. The truth is, our industry doesn't simply need new talent to ﬁll its ranks — it needs bold, diverse thinkers to help it evolve in a world that refuses to stand still.

That conviction is what gave rise to the Pro Carton Student Career Platform.

Conceived as a bridge between ambitious graduates, students, and young professionals and our network of member companies, the Platform is more than a recruitment initiative — it is an investment in the industry's future. And the timing could not be more ﬁtting.

Generation Z is arriving in the workforce with sustainability not merely as a preference, but as a principle. Our research confirms what many already sense: young consumers are among the most likely to choose products based on their packaging's environmental credentials, and a significant number are willing to pay more for the privilege. Alongside concerns like cost of living, sustainable packaging has become one of the defining issues of this generation — a remarkable shift that signals both cultural change and commercial opportunity.

What many outside our world have yet to discover is just how rewarding a career within it can be. Ours is an industry built on longevity. Many of its most respected ﬁgures have dedicated 30 years or more to roles that evolved alongside them — a quiet counter-narrative to the restless job-hopping that has come to deﬁne the broader labour market of this decade.

To work in sustainable packaging is to work in an industry with purpose, stability, and genuine room to grow. It is, in short, exactly the kind of career that the next generation is looking for — even if they don't yet know it exists.

The Pro Carton Student Career Platform is our answer to that gap. A call to Europe's brightest emerging talents to look at our industry as a ﬁrst choice.

Check it out here!

Member News

Here we cover some latest member news we picked up from member's websites and posts. Please share with us those articles you want us to feature in the next issue of the Pro Carton Magazine.

Stronger Performance with Less Material: RDM Group Launches Vincicoat PLUS

RDM Group has introduced Vincicoat PLUS (V+), a new generation of coated recycled cartonboard designed to combine higher strength with reduced packaging weight. Engineered to narrow the performance gap with virgin board, the new grade delivers up to 15–20% higher strength while maintaining a minimum of 85% recycled fibre content. This enhanced structural performance enables converters and brand owners to either reduce packaging weight by up to 20% or significantly improve pack strength and product protection. Beyond performance, the development reflects a broader shift in sustainability priorities. By enabling material reduction alongside recyclability, Vincicoat PLUS supports lower resource use, improved efficiency and reduced environmental impact across the value chain. The solution has been validated through laboratory testing and industrial trials, demonstrating reliable performance in demanding applications such as food packaging, high-speed converting lines and products requiring high structural integrity. This launch highlights an important industry trend: innovation in fibre-based packaging is increasingly focused on delivering more with less — combining strength, efficiency and circularity to meet evolving market and sustainability expectations.

Metsä Board introduces a new product and service concept for fast moving brand packaging in Europe

Metsä Board is tackling the challenges of today’s fast-paced packaging industry with two key innovations. First, they're introducing Metsä Board Pro FBB Go – a premium folding boxboard speciﬁcally engineered for the food and pharmaceutical sectors, offering consistent quality and reliable performance. Complementing this is a new service concept: FastTrack and ExpressTrack, providing custom-cut sheet deliveries to European customers in as little as ten days for urgent needs and under three weeks for standard orders. This streamlined process reduces lead times, minimizes inventory holding costs, and strengthens supply chains. Metsä Board Pro FBB Go is produced at their Husum mill in Sweden and sheeted in the Netherlands, offering a sustainable solution with reduced packaging carbon footprint thanks to its lightweight design and use of fossil-free energy.

Leading with Transparency: MM Group Achieves Triple A CDP Rating

At the CDP Awards Europe 2026 in Paris, MM Group was recognised with a Triple A rating for Climate Change, Forests and Water Security — placing it among a very small group of global environmental leaders. This recognition highlights the growing importance of transparent, data-driven sustainability performance. CDP’s independent disclosure system enables companies to demonstrate measurable progress while strengthening compliance and reducing regulatory and reputational risks across the value chain. For MM Group, the achievement reﬂects a broad commitment across operations — from materials development to production — aimed at delivering more sustainable, ﬁbre-based packaging solutions. It also underlines how environmental performance, resilience and transparency are increasingly central to long-term business success. More broadly, the award reinforces a key industry trend: credible sustainability is built on measurable data and value chain collaboration, helping companies meet rising expectations from customers, regulators and investors alike.

Smurﬁt Westrock Awarded ‘Supplier of the Year’ by Haleon –Celebrating a Strong Partnership

Smurfit Westrock has been named ‘Supplier of the Year’ by Haleon, recognizing a thriving global partnership built on operational excellence and collaborative innovation. Presented at Haleon’s ‘Winning Together’ summit, the award highlights Smurfit Westrock's commitment to supporting brands like Advil and Panadol. “It’s testament to the strength of the collaboration and our ability to support brands, consumers and evolving supply chain needs through proactive and sustainable solutions.” stated Laurent Sellier, President and CEO of Smurfit Westrock North America. Saverio Mayer, President of Smurfit Westrock Europe and APAC, echoed this sentiment, emphasizing the collaborative spirit across teams in key regions. The ‘Winning Together’ summit underscored Haleon's commitment to fostering growth and partnership with strategic suppliers.

Graphic Packaging International Charges Ahead on Renewable Electricity in Europe

Recent developments from Graphic Packaging International highlight how renewable electricity is becoming a key lever in reducing the carbon footprint of packaging across the value chain. Through a virtual power purchase agreement (VPPA) with renewable energy partner Zelestra, three new solar plants in Spain are being brought online, adding signiﬁcant renewable capacity to the grid. Together, these projects will contribute to a more sustainable energy mix while supporting the decarbonisation of packaging production. This approach enables the company to match a large share of its European electricity demand with renewable energy, signiﬁcantly lowering greenhouse gas emissions from its operations. Importantly, the use of renewable electricity also reduces the carbon footprint of the packaging supplied to customers — supporting their own climate and sustainability targets.Beyond emissions reduction, the initiative demonstrates how collaboration across the value chain — from energy providers to packaging manufacturers — can accelerate the transition towards more sustainable supply chains. By supporting the development of new renewable energy capacity, such agreements go beyond offsetting and contribute directly to the “greening” of the energy system. As pressure grows on brands to reduce Scope 3 emissions, initiatives like this underline the important role packaging suppliers can play in enabling measurable progress.

Advancing Grease-Resistant Packaging Without Plastic Layers

A recent collaboration between Stora Enso and Swedish converter Aristo highlights how material innovation and converting expertise can deliver practical packaging solutions. To meet growing demand for grease-resistant food packaging, Aristo moved from lacquer-based solutions — which posed challenges in production — to CKB Nude Aqua, a dispersion-coated cartonboard. This material provides grease resistance without conventional plastic layers while maintaining strong performance in standard converting processes. The result was improved production efficiency and broader application across foodservice packaging, including takeaway and ready-to-eat formats. From a sustainability perspective, the dispersion barrier supports improved fibre recovery compared to traditional plastic coatings and is compatible with existing recycling systems. This case reflects a wider industry shift: successful innovation must combine material performance, production efficiency and sustainability — enabling fibre-based packaging to scale as an alternative to plastic.

Holmen launches a whiter book paper for a brighter future

Holmen is introducing Holmen BOOK Bright, a new wood-containing book paper designed to meet the evolving needs of publishers and promote sustainable practices. With over two decades as a leading book paper supplier, Holmen is now offering this innovative grade – characterized by exceptional whiteness and opacity – to deliver superior colour reproduction and print quality. Holmen BOOK Bright utilizes fresh fibres, a sustainable by-product of sawmills, produced at Holmen’s mills with one of the lowest carbon footprints in the industry. This allows publishers to reduce their environmental impact by using less paper for equivalent book production, while simultaneously enhancing readability and visual appeal. Research increasingly highlights the benefits of printed material for focused learning –a key driver behind Holmen’s commitment to this new paper.“We are proud to offer publishers a sustainable, high-performance alternative that supports learning and reduces environmental impact,” says Anders Gyllenhammar, Sales Director for the Book segment at Holmen Board and Paper. “Holmen BOOK Bright represents a significant step towards a brighter, more sustainable future for the book industry.” Samples show excellent image reproduction at 60 and 70 gsm.

Enhancing Performance and Sustainability in Containerboard

Billerud is investing in the next level of fluting performance at its Gruvön mill, reinforcing its position in high-performance, fibre-based packaging materials. The upgrade includes a new headbox installation on the paper machine, designed to improve fibre orientation, sheet uniformity and overall strength. These enhancements are expected to deliver more consistent quality and better performance for converters and brand owners, particularly in demanding logistics and climate conditions. Beyond performance, the investment also supports sustainability goals. Improved material strength can enable more efficient use of fibres and contribute to reducing environmental impact across the value chain. The rebuild is scheduled for April 2026, with the upgraded Billerud Flute® expected to be launched later that year. This initiative reflects a broader industry trend: innovation in fibre-based packaging is increasingly focused on combining performance, efficiency and sustainability — delivering solutions that meet both operational demands and evolving environmental expectations.