Exclusive: Driving Europe’s sustainable packaging revolution

With the festive season coming into full view, premium packaging plays a vital role in product success in many Christmas product, but sustainable materials are increasingly crucial, according to the industry, writes Neill Barston.

As Confectionery Production has previously covered, recently introduced Packaging and Packaging Waste regulations, which insists on full recyclability by 2030, has set a new benchmark for environmental standards.

This is anticipated to have a major impact for anyone trading within the EU, as well as countries including the UK that are no longer directly part of the trading bloc, yet will be required to meet the new legal framework with regards to exports to the Continent.

As one recyclable plastics firm, Lithuania’s Retal Baltic, explained, European chocolate manufacturers are now becoming part of the packaging revolution that’s driven by premium aesthetics, consumer expectations, and increasingly strict sustainability regulations. What used to be about eye-catching foil is now making sure the right balance is made between luxury and circularity.

According to the business, the traditional gold and silver metallised APET films had been the first choice for premium chocolate packaging.

For customers that demand it, Retal Baltic Films, for instance, still offers ten different gold shades in metallised films, prized for their gloss and visual charm. However, this trend is shifting, and the expected variety of colours is now matched alongside greater sustainability requirements.

Violeta Rusecka, Head of Sales at Retal Baltic Films, comments: “We believe the future of chocolate packaging lies in solutions that combine luxury and sustainability. That’s why our thinnest 150 µm metallised mono-material APET film with recycled content delivers the barrier protection chocolates need while helping meet recycled content targets and minimising material usage. Additionally, by switching to coloured single-polymer trays, the entire packaging becomes recyclable in existing streams, unlike traditional multi-layer laminates or metallised films.

“For chocolate producers, this means no longer having to choose between a glossy, premium look and eco-friendly packaging – our films provide the shelf appeal consumers love with a significantly reduced environmental footprint.”

As the company noted, a growing number of manufacturers are now turning to pigment-based colour-matched PET trays, which offers brand-consistent colours in a more recyclable format. By removing the metallisation layer, these trays enhance the recyclability of chocolate packaging in line with the Packaging and Packaging Waste Regulation (PPWR), which began implementation this year.

Furthermore, PPWR mandates that by 2030, there must be at least 30% recycled content in contact-sensitive PET, rising to 50% by 2040. This applies to trays, marking a significant change for confectionery packaging. RETAL Baltic Films now supplies both coloured and clear APET films containing post-consumer recycled content. Its Lithuanian plant can produce films up to 100% recycled material sourced from post-consumer PET bottles or tray-to-tray recycling feedstock, enabling a true recycling loop for food-grade plastics.

Early collaboration crucial
Another shift is the move to clear mono-material APET trays. These fully recyclable, low-impact, transparent, monoPET trays are ideal for meeting Design for Recycling (DfR) principles without compromising on quality or safety. For chocolate and dairy brands, the barrier properties of clear mono-PET film are still sufficient for many chocolate product applications, and the transparency gives more visibility to the delicious goodies packed inside, making them popular with consumers too.

Sustainability regulations are the only thing driving these shifts. Consumer demand is increasingly driving recyclable and responsible packaging. Studies show 94% of Europeans expect eco-conscious packaging, and with chocolate increasingly in both the luxury and well-being markets, consumers want to know their indulgence is responsibly packaged.

As Retal further observed, collaboration across the supply chain is especially significant to ensuring the success of any such major ventures, which have clearly been demanded by the public.

Packaging suppliers, converters and food manufacturers must design packaging formats that meet recycled content targets, ensure shelf performance, and remain legally compliant. The PPWR timeline is set, and planning is vital. Tools like thermoforming, barrier testing, and seal compatibility must be factored in from day one, and that’s where innovation and R&D become true differentiators.

For its part, in Lithuania, Retal Baltic Films has invested over €1 million in a dedicated packaging R&D lab, offering film structure testing, thermoforming and FFS trials, and serious barrier-attribute validation. This facility supports the shift to mono-material formats and speeds up market-ready packaging design.

Irena Vitkauskiene, Head of Marketing and Innovation at RETAL Baltic Films, comments, “Our R&D lab is a game-changer for both our team and our customers. By combining advanced testing with real-world trials, we can quickly develop and validate packaging solutions that are not only innovative and reliable, but also sustainable. This agility means customers spend less time managing complexity and more time bringing proven, market-ready packaging to their shelves with confidence.”

The company added that a focus on simplifying packaging formats is also of key importance in considering how to approach future packaging. In its view, this is crucial for long-term strategy, and ensuring businesses meet stricter regulatory compliance.