The (un)expected consequences of PPWR: What will change? And who, exactly, is the manufacturer?

New European packaging regulations (PPWR) are intended to make packaging more sustainable, more recyclable, and more reusable. However, for now, the biggest challenge for retailers lies not in the packaging itself, but in a fundamental question: what exactly is its role in the supply chain?

From a waste problem to a design issue

The European Packaging and Packaging Waste Regulation has been in effect throughout the European Union since August 12. It is one of the most significant reforms of European packaging legislation in decades. Europe even opted for a regulation rather than a directive: the rules apply directly in all member states. In this way, Brussels aims, among other things, to prevent companies from having to deal with 27 different national interpretations.