Recycling has been the go-to phrase in sustainability for decades — but in 2025, the conversation has moved beyond simply “can it be recycled?” Governments around the world are tightening waste management regulations, and Extended Producer Responsibility (EPR) is at the heart of this shift.
For brands, EPR isn’t just another environmental buzzword — it’s a legal and strategic priority. And for those using flexible packaging, the way you design, source, and communicate about your packaging will need to evolve.
What Is EPR, and Why Does It Matter?
Extended Producer Responsibility laws place the responsibility for post-consumer packaging waste back onto the producer — that’s you, the brand owner.
This responsibility can include:
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Financial obligations – paying fees based on how easy your packaging is to collect, sort, and recycle
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Material choices – ensuring packaging meets recyclability, compostability, or reuse criteria
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Reporting & transparency – tracking how much and what type of packaging you place on the market
The aim? To drive packaging innovation upstream so less waste is generated downstream.
Why ‘Recyclable’ Is No Longer Enough
EPR changes the game because it measures real-world recyclability — not just technical recyclability.
For example:
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A pouch that can be recycled but isn’t accepted in most kerbside collections could still be considered non-compliant in certain markets
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Multi-material laminates that are difficult to separate may attract higher EPR fees or even be phased out
It’s no longer about slapping a recycling logo on your pack — it’s about designing for the actual recycling system in your target markets.
Flexible Packaging in the EPR Era
Flexible packaging has undeniable benefits: it’s lightweight, resource-efficient, and reduces transport emissions. However, it’s also often made from multiple materials that complicate recycling.
To align with EPR policies, brands are now exploring:
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Mono-material films – e.g., all-PE or all-PP structures that can be recycled through existing streams
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High-barrier recyclable laminates – offering the same product protection without incompatible layers
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Compostable or bio-based options – where local composting infrastructure supports them
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Design for reuse – pouches with zippers or spouts that can be refilled
Preparing Your Brand for EPR Compliance
Step 1 – Audit Your Current Packaging Portfolio
Identify materials and formats with high EPR fees or low recyclability scores.
Step 2 – Understand Regional Rules
EPR laws vary widely. What works in Germany might not pass in France or Canada. Map your compliance requirements market by market.
Step 3 – Redesign for Real-World Recycling
Work with your packaging supplier to explore mono-material or simplified barrier solutions. Aim for compatibility with widely available collection and sorting systems.
Step 4 – Budget for Fees
Even with optimised packaging, there may be EPR compliance costs. Build them into your pricing and forecasting.
Step 5 – Communicate With Consumers
Clear disposal instructions improve recovery rates and can enhance brand trust. EPR isn’t just a compliance issue — it’s a storytelling opportunity.
EPR as a Catalyst for Innovation
While EPR may seem like a regulatory hurdle, many brands are finding it’s actually a driver for smarter design, stronger sustainability claims, and deeper consumer loyalty. Flexible packaging is evolving fast, and those who adapt now can reduce compliance costs, avoid last-minute redesigns, and stay ahead of competitors.
In short: EPR is reshaping the packaging landscape. Flexible packaging can thrive in this new era — but only if it’s designed with real-world recyclability, regulatory compliance, and brand transparency in mind. Going beyond recycling is no longer optional; it’s the new baseline.
Looking to invest in sustainable packaging? We’ll support you every step of the way — from strategy to implementation. Along the journey, we’ll offer tailored recommendations to boost efficiency, lower costs, and unlock added value in your final product.
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