In this exclusive interview, César Augier, CEO of Jay&Joy, shares his vision for 2026, highlighting how the vegan cheese brand is putting sustainability at the heart of its operations. From reducing packaging weight to exploring innovative recyclable materials, Augier discusses the trends, challenges, and consumer expectations shaping the future of sustainable packaging in the UK and across Europe.
What is your overall vision for the year ahead?
In 2026, we will continue to build on the strong foundation established in previous years with sustainability at the heart of our operations. As food retailers and producers, we believe it’s our responsibility to go beyond surface-level commitments and put measures in place that drive real impact across the business. This means actively reducing our environmental footprint at every stage, from sourcing and manufacturing through to packaging and distribution. We will also continue to launch new vegan cheese products in the UK market which will be produced using a minimal amount of recyclable packaging.
Which key trends do you expect to shape sustainable packaging in 2026?
As we distribute our products across Europe we’ve noticed that country specific recycling infrastructure affects attitudes towards packaging. Products that are made from recycled materials or recyclable will continue to be important considerations when it comes to product development. From having involved consumers in our design process we realise how important circularity is to British consumers and will continue to grow. Paper continues to be one of the most recyclable materials and so we’re seeing a trend for some brands that have always used plastic packaging switching to this material.
What major challenges do you foresee for companies transitioning to more sustainable packaging this year?
Maintaining a balance between keeping the products fresh and choosing the right sustainable packaging materials is a key consideration. When it comes to transparent packaging for example, consumers like to be able to see certain products (such as grated cheese) whereas other products are usually hidden within the packaging. As a vegan cheese alternative brand, we often have to align the shape of our products and packaging with what consumers are used to seeing on the shelf when they select traditional French cheese and so our main challenge is to make our range even more sustainable than those products.
How do you think regulation and consumer expectations will influence sustainable packaging decisions in the coming months?
British vegan consumers are already eco-conscious and so they will continue to favour products that are made from recycled packaging. The UK is a key market for us, where cheese alternatives and veganism is very much mainstream. As this trend continues to grow, it has a knock on effect on how products are developed and packaged and ultimately chosen by consumers.
The Plastic Packaging Tax, effective from April 2022 in the UK, continues to influence packaging strategies in 2026. We’re also seeing packaging becoming even more lightweight as councils have toughened up on regulations and could fine households if their bins are too heavy or if they don’t use their recycling bins correctly.
What innovations or materials are you most excited about in sustainable packaging this year?
The development of bioplastics which can be composted at home is an exciting and innovative packaging alternative. At Jay&Joy we have also experimented with new types of recyclable papers that improve breathability of cheese and conservation. We work in close partnership with our suppliers to help them in their R&D and do live tests with our products. In the last 2.5 years we managed to reduce the weight of our packaging by more than half. We intend to continue that trend in the coming years to reduce waste and emissions.
For more information visit: www.jay-joy.com