– It can be complex to be a producer with packaging in several markets, as the same legislation does not apply everywhere. It also requires resources to manage and report the information that the different countries require. But now that the PPWR has been adopted by the EU Parliament, there will be uniform legislation that we can relate to. Even though the details of the regulation are not yet clear, we have already identified areas we will continue to work with to comply with the new rules, says Caroline Geijer, press officer at Pågen.
Pågen’s bread bags must meet several different requirements, including ensuring the sustainability of the bread, functioning well in production and being attractive to consumers in stores.
Project “Optimize the packaging”
All these functions needed to remain when Pågen decided to reduce the amount of packaging material and at the same time switch to a packaging in mono-material. Going from a packaging of mixed plastic types to a packaging that consists of the same plastic type – mono-material – is a step in the right direction and increases the recyclability of the packaging.
– The background to the initiative comes from Pågen wanting to increase the circularity of the plastic material used as packaging and also reduce complexity and costs in packaging fees. Pågen also signed DLF’s plastic initiative in order to put pressure on the industry. As a result, we started the project “Optimize the packaging”, which aimed to meet full recyclability, reduce material use and ensure the quality of our packaging through cross-functional collaboration within Pågen, says Caroline Geijer.
The changes that Pågen has implemented in the project are
- standardized and optimized length and width of the bread bags,
- reduced thickness of the plastic where possible,
- transition to mono-material for all products and
- development of technical requirements specifications.
The change has contributed to a higher quality of the material, which has increased efficiency in production and reduced the risk of waste. At the same time, Pågen has increased their knowledge of material selection through the project and realized the benefits of designing packaging for recycling.
Challenging to implement new materials
But developing, testing and implementing new materials can take a long time.
– It can be difficult to ensure that the optimized materials meet both sustainability requirements and practical requirements, such as protecting the product, extending its shelf life and functioning well in production. It is especially challenging to implement when production is in full swing, but by following our testing routine and our prioritization, we were able to carry out testing with as little impact on regular production as possible, says Caroline Geijer.
Responsiveness to consumers’ high expectations
In 2025, Pågen will continue to optimize its bread bags while simultaneously investigating opportunities to optimize other packaging. Caroline feels that there is pressure from consumers today to move towards more sustainable and environmentally friendly packaging. They increasingly expect companies to take responsibility for reducing plastic use, increasing the use of recyclable materials and reducing their environmental footprint.
– We actively listen to our customers’ and consumers’ wishes and feedback, which helps us understand their expectations of us. At Pågen, we are continuously working to reduce the amount of material in our packaging, without compromising on function and quality. We want to be open about the work we do in packaging development and inform consumers about the improvements we are making, says Caroline.
NPA supports the process
Pågen has had a continuous dialogue with its account manager and material specialists at NPA to discuss materials and identify opportunities for optimization. NPA’s design manuals for recycling have formed the basis for all packaging projects.
– NPA supports us as a producer in all issues related to producer responsibility and guides us in current and upcoming legislation. Choosing the right counterpart is a key to ensuring effective, sustainable and future-proof packaging solutions, says Caroline.
She sees producer responsibility as part of Pågen’s sustainability agenda and believes that it means opportunities to strengthen the brand and increase trust among both customers and partners.
– Producer responsibility, which drives costs, gives us an incentive to develop and implement more sustainable packaging for our products. It is also an advantage in the long term to be at the forefront of sustainability work that can make Pågen better prepared for future changes in legislation and regulations, says Caroline.
Therefore, it was important for Pågen to choose a PRO with both competence and expertise, who could contribute valuable insights into technical possibilities, legal requirements and industry standards.
– With the right partner, the discussions can focus on finding concrete, feasible and resource-efficient solutions, which can ensure that the discussions lead to solutions that comply with current laws and at the same time meet the demands of the future, concludes Caroline Geijer.