Valpak by Reconomy has launched a tailored service to prepare businesses for the EU’s new Packaging and Packaging Waste Regulation (PPWR).
Charlotte Wootton, International Compliance Manager, Valpak, said, “With PPWR just around the corner, Valpak’s International Compliance team has seen enquiries rise by over 40 per cent in just eight months. PPWR is bringing much more complex demands and diverse challenges for obligated businesses. Valpak’s bespoke service and specialist team aim to remove confusion, ensure full compliance, and help businesses get ahead in the drive to build a more sustainable packaging supply chain.”
PPWR replaces the EU’s previous packaging waste regulations. It came into force in February 2025, with most measures binding from August 2026. The legislation covers the entire packaging life cycle – from product design to waste handling – and sets ambitious goals to reduce packaging waste, facilitate reuse and increase recycled content.
Wotton said, “While Valpak members automatically receive updates on PPWR, the complex nature of the legislation means that each business requires a tailored approach to compliance. For example, a baked goods company selling into Northern Ireland would need to ensure that any plastic windows in packaging meet the recycled content requirement and that boxes reach at least grade C for recyclability. Common practices like supplying jam pots with scones are banned under the rules on single-use packaging.
“Conversely, a clothing retailer selling online would need to appoint an authorised representative for each member state in which they operate. Design changes would include the removal of double-walled boxes to meet new packaging minimisation requirements.”
Valpak’s new PPWR service covers every aspect of compliance, from live regulatory timelines that update with every release of new information, to labelling and individual impact assessments. It also links to Valpak Consulting’s packaging analysis service, which combines expert analysis with Valpak’s unrivalled data resources – currently at 60 million SKUs – to provide brands with the tools to implement meaningful change.
Under the new legislation, companies operating in and exporting to the EU will be required to undertake rigorous assessment make substantial changes to products and systems, including:
- Meeting specific performance grades for recyclability (grades A-C);
- Restricting the use of certain single-use plastics;
- Minimising the weight and volume of packaging and avoiding unnecessary packaging;
- Including a minimum percentage of recycled content;
- Apply harmonised labels;
- Reducing the use of substances of concern;
- Certain sectors must meet mandatory reuse targets and offer refill options.
