Good things come in green packaging
Sustainable packaging is increasingly vital to a brand’s identity, reputation, and long-term success. ShelfLife reports
Print29 May 2025
As consumers become more environmentally conscious, they expect companies to align with values such as reducing waste, lowering carbon emissions, and protecting natural resources. Sustainable packaging—designed to minimise environmental impact through recyclable, biodegradable, or reusable materials—not only meets this demand but also sets a brand apart as socially responsible and forward-thinking.
Using sustainable packaging can significantly enhance a brand’s image. It demonstrates a commitment to environmental stewardship, which builds trust and loyalty among eco-conscious consumers. Brands that prioritise sustainability are often perceived as more authentic and ethical, which can strengthen customer relationships and increase market share. In contrast, failing to adopt sustainable practices may result in negative public perception, especially in a time when transparency and accountability are highly valued.
Irish food producers are also keenly aware of the environmental benefits to their own bottom line, and with sustainability practises now embedded in 95% of businesses surveyed it bodes well for long-term growth for the sector, according to the 2025 Food & Beverage Industry Barometer conducted by Love Irish Food and Bank of Ireland.
In addition to improving brand perception, sustainable packaging can also reduce operational costs in the long run. Lightweight materials lower shipping expenses, and reusable or minimalist designs can decrease material usage. Moreover, regulatory pressure is growing worldwide, and companies that proactively shift toward sustainable packaging are better prepared for future compliance.
Ultimately, sustainable packaging is not just a trend—it’s a strategic business decision. It reflects a brand’s values, meets consumer expectations, supports regulatory alignment, and contributes to a healthier planet. Brands that embrace this shift position themselves for long-term success in a market that increasingly favors responsibility over convenience.
Alert Packaging Launches New Recyclable Stand-Up Pouches & Gusseted Bags
Alert Packaging
Alert Packaging has recently announced the launch of its latest innovation in flexible packaging — Recyclable Stand-Up Pouches, Flat Pouches, and Gusseted Bags. This new product line complements its existing packaging range and marks a significant advancement in offering high-performance, sustainable packaging solutions.
The recent investment in advanced pouch-making technology has allowed for reduced material waste during manufacturing while enabling edge-to-edge, full-coverage print — ensuring a premium, seamless appearance with no gaps. It offers a variety of sizes, materials, and features including tear notches, resealable zippers, handles, euro slots, rounded corners, and our easy-open perforation – Tear-PRO.
Manufactured in Bray, Co. Wicklow, the new recyclable range uses mono-material structures such as polyethylene (PE) and polypropylene (PP) — providing barrier protection and puncture resistance. Alert Packaging also offers recyclable paper-based options that provide high-strength and a natural tactile feel, ideal for confectionery products.
These materials deliver the premium performance consumers expect — strong durability, exceptional print quality, and effective protection against moisture, oxygen, and light — helping extend shelf life across a wide range of products including food, snacks, ingredients, pet treats, and more.
“At Alert Packaging, we believe packaging is more than a container — it’s part of the product’s identity and consumer experience. With this new technology, we’re helping brands stand out while meeting the growing demand for functional and sustainable packaging. After 50 years in business what sets Alert Packaging apart is our commitment to quality and flexibility. Whether you produce Granola, Confectionery, Food Ingredients, Snacks, Fish, Pet Treats & Pet Food our new pouch & bag formats offer the perfect blend of functionality, features and sustainability,” said Darren Burke, managing director.
Britvic Ireland launches Aqua Libra Still & Sparkling Cans
Aquad Libra Still and Sparkling Water
***LOGO///aqua_libra_master_logo_cmyk.AI
Britvic Ireland, part of Carlsberg Group, is the largest soft drinks and bottled water manufacturer in the Republic of Ireland. A commitment to sustainability is at the heart of its strategy and it strives for the vision of a world where great packaging never becomes waste.
This year Britvic Ireland will celebrate 10 years of Origin Green membership and during that time significant progress has been made in packaging sustainability including 56% average recycled content in PET bottles, the implementation of a national Deposit Return Scheme supporting packaging circularity and portfolio expansion.
Progress is particularly well demonstrated in the water portfolio. The iconic Ballygowan Natural Mineral Water and Hinto of Fruit range is available in a range of fully recyclable options: 100% rPET, glass and refillable Watercooler bottles. Bottled at source in Newcastlewest, Co Limerick, in a site which has achieved a 99% reduction in direct emissions since 2017.
Recently Britvic Ireland has launched Aqua Libra finely filtered water in Ireland. Aqua Libra offers a range of sustainable hydration solutions, and the brand has committed to never use plastic in its primary packaging. Aqua Libras core portfolio is a range of premium filter taps which serve chilled, sparkling, boiling and even flavoured water at the touch of a button. In February Aqua Libra launched finely filtered Still & Sparkling in a can designed to appeal to consumers seeking pure hydration on the go who actively reject plastic packaging.
JDE Peet’s Coffee continues investment
KenCo Smooth Instant Coffee
Following a year of research, development, and testing in 2024, JDE Peet’s was the first major UK and Ireland coffee brand to switch from plastic to paper refills marking a breakthrough for sustainable packaging in the instant coffee category, with a pack that can now be recycled at home.
The cutting-edge packaging technology is over 85%* paper, meaning it can be put in home recycling bins and has been specially developed to keep the coffee fresh for 15 months, so consumers can enjoy the same high-quality taste experience they know and love. What’s more, it is 97% less packaging and 85% less CO2e than a standard 200g glass jar – reducing packaging waste. Moreover, reducing consumer trips to their local recycling depot.
The paper packaging replaced the existing plastic packs for Kenco and L’OR, and they launched in retailers in Ireland in January 2024.
Musgrave launches Musgrave Supplier Sustainability Initiative
Musgrave Sustainability Initiative
Musgrave, food retail, wholesale, and foodservice company, has launched the Musgrave Supplier Sustainability Initiative (MSSI) – to drive collective action on issues like carbon reduction and food waste with its suppliers.
MSSI is part of Musgrave’s Growing Sustainably Everyday sustainability strategy which focuses on three pillars – Caring for the Planet, Sourcing for Good, and Creating Vibrant Communities. This initiative will equip suppliers with the knowledge and skills to:
- set emissions reductions targets aligned with Science Based Targets, the overall aim of which is to limit global warming to 1.5C.
- make enhancements to packaging to ensure it is reusable, recyclable or compostable by 2030.
- sign up to the Environmental Protection Agency Food Waste Charter and commit to reducing food waste by 50% by 2030.
- facilitate continuous knowledge-sharing to bring about more meaningful change at pace.
The participants in the programme are long-standing Musgrave indigenous Irish food and drink suppliers and in line with Musgrave’s commitment to being the greatest supporter of the Irish agri-food industry.
Speaking about the initiative, Marcus Shortall, sustainability project manager, Musgrave Group said: “At Musgrave we have always been committed to locally sourced produce and long supported Irish food and drink producers. Our retailer SuperValu is the largest supporter of Irish produce in Ireland. The Musgrave Supplier Sustainability Initiative is a partnership which demonstrates our steadfast support for Irish suppliers and enables us to deliver the most sustainable choice of products for our customers. We recognise how challenging it can be for stakeholders across our supply chain to set and progress cohesive and impactful sustainability targets. We realise that we cannot achieve our goals alone and can leverage expertise and supports to ensure we, along with our valued suppliers, are on the same path of progress, working to the same end goal.
Musgrave is seeking to have our emissions reduction targets validated by SBTi in 2025. This will demonstrate a clear roadmap for reducing emissions, ensuring that its climate actions are scientifically robust and aligned with international best practices.
Through collaboration with our suppliers we are committed to assessing our value chain to pinpoint key areas for improvement, partnering with our suppliers to establish ambitious carbon reduction targets to manage greenhouse gas emissions.”
Musgrave has already made strides in achieving progress on ambitious sustainability targets including decarbonisation across their owned operations. This includes:
€25 million Sustainability Fund was established by Musgrave to support our retailers to achieve a net zero carbon target by 2040 facilitating a reduction in its carbon footprint of more than 12% through initiatives like refrigeration upgrades and the installation of LED lighting and solar panels.
SuperValu is committed to making 100% of its own-brand packaging recyclable, reusable or compostable by 2025. Presently, 96% of SuperValu’s own brand packaging is either recyclable, reusable or compostable.
Over 42,000 solar panels are installed across our network of SuperValu and Centra stores
By 2030, half of the Musgrave fleet will operate on alternative fuel, with an overall ambition for the entire fleet to be net zero by 2040.
Repak support for Irish retailers as new packaging regulations introduced
Mark Hayden, head of Membership Services, Repak
Repak, Ireland’s national packaging compliance scheme, has provided support to Retailer Members for over 25 years on all aspects of packaging recycling and compliance.As regulations arising out of the EU Packaging and Packaging Waste Regulation (PPWR) come into effect and Ireland faces ambitious recycling targets in 2025 and 2030, membership of Repak is a must, to ensure compliance and provide advice and support to Irish retailers.
Repak membership provides crucial support & guidance to navigate complete compliance, offering practical help and resources to understand exactly how your business can meet its legal obligations for packaging waste recovery and recycling in Ireland. This includes access to reporting tools, how-to guides, workshops, access to PPWR compliance experts, and clear breakdowns of legal requirements. Repak also offers expert packaging advice, helping you choose options that are not only compliant but also efficient for your operations – potentially reducing waste and costs.
Mark Hayden, head of Membership Services, puts it clearly: “Our primary goal is to simplify the compliance journey for our members, providing them with the tools and expertise needed to operate responsibly and efficiently within the evolving regulatory framework.”
Members get support on designing packaging for reuse or recycling and advice on optimising packaging strategies – essential for managing waste effectively and meeting customer expectations for sustainability.
Through advocacy at both national and EU governmental levels, Repak actively represents its members’ interests in discussions concerning evolving regulatory frameworks such as the PPWR. This ensures that the specific challenges encountered by retailers and grocers are thoroughly understood and considered by policymakers.
As packaging legislation evolves, Repak membership offers Irish retailers and grocers an invaluable partnership. It delivers straightforward compliance support, expert guidance on packaging choices, essential resources, strong representation, and advocacy at National & EU governmental level.
Repak membership offers a powerful partnership. It provides focused compliance support, expert advice, essential tools, and a collective voice. Joining Repak helps your retail business confidently meet today’s challenges and prepares you for a more sustainable and competitive future.
The role of packaging in transforming our food system
Elizabeth Anderberg, Tetra Pak
Strawberries
Groceries
Pressure on the food system is growing. Global food consumption is set to surge by more than 50% by 2050. Additionally, the food system accounts for one third of greenhouse gas emissions worldwide. Striking a balance between meeting this demand and reducing carbon emissions across the industry is critical. So how can this be done?
At Tetra Pak, its end-to-end global presence means it has a unique vantage point across the value chain. It is Tetra Pak’s responsibility to help lead the transformation of the food systems. It is working continuously, alongside the value chain to make this happen.
Food packaging will play a critical role in this transition; with innovation helping to reduce reliance on fossil fuel-based materials. Tetra Pak cartons are made primarily from paperboard sourced from FSC™ certified forests and other controlled sources, which is renewable as it replenishes over time. The high share of renewable materials has been shown in Life Cycle Assessments to mean that aseptic cartons have a lower climate-impact versus single-use packaging made primarily from fossil fuel-based materials in the dairy and juice categories.
Aseptic cartons also play a vital role in ensuring food access and nutrition. Cartons keep perishable food, such as milk, juice, and plant-based beverages safe during transport and storage for up to a year, without the need for preservatives or energy-intensive refrigeration. For this reason, milk in aseptic cartons is also preferred in many markets, for example, in many parts of continental Europe. The extended shelf life also reduces food waste.
Key to this aseptic technology are the other materials within our packages, made up of 25% plastic and 5% aluminium on average. It is investing €100 million annually in simplifying material structures and increasing fibre content. In 2023 it launched the world’s first aseptic beverage carton featuring a paper-based barrier, and it is increasing the use of Bonsucro-certified sugar cane-based polymers for the plastic elements.
As demand for food continues to grow, the focus its efforts on innovating and investing in packaging options which reduce the numerous pressures the system puts on the environment. Increasing food safety and access, reducing the amount of waste produced and incorporating a greater share of renewable materials are all factors which the industry should hold front of mind as it plans this much-needed transition.
Villa Maria is actively progressing a number of sustainability initiatives
Villa Maria New Zealand
Villa Maria are actively progressing a number of sustainability initiatives – such as lightweight glass, new can formats for the UK.
Examples of what Villa Maria are doing within packaging/carbon reduce:
Aim to reach net zero emission in the production of its wine by 2050 (at least) Steps we’ve taken toward our net zero goal:
- Changing the way it ships wine to the biggest market. It now bottles a selection of wines locally in the UK market, reducing the carbon emissions for each wine shipment by 27% and conservatively at least 2000 tCO2e per annum.
- Its bottles are made from an average of 67% recycled glass. Higher recycled content means less energy and carbon emissions to produce.
- It recently launched Villa Maria Can’s in the UK, this innovation reinforces our commitment to sustainability. Villa Maria cans are bottled in the market, significantly reducing carbon emissions. Additionally, aluminum cans are infinitely recyclable.
- It works hard so that our consumers can recycle their bottles, every tonne of glass recycled saves approximately 670 kg of CO2 compared to using raw materials.
Read more: Refreshing sales
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