At kp, we believe packaging sourcing has become a strategic business decision rather than a purely technical procurement exercise. Regulatory change, shifting consumer expectations and rapid technological advances are reshaping the food packaging landscape, requiring businesses to balance sustainability, performance, compliance and cost more carefully than ever before.
These themes were explored at kp's recent Inside the Future of Food Packaging event at Silverstone, where retailers, recyclers, technology providers and manufacturers came together to discuss the challenges and opportunities facing the industry. Topics ranged from Extended Producer Responsibility (EPR) and the Packaging and Packaging Waste Regulation (PPWR) to consumer recycling behaviour, soft plastics and artificial intelligence. A clear message emerged throughout the day: the future of packaging depends on collaboration, transparency and data-driven decision-making.
One of the strongest themes was that packaging can no longer be viewed simply as a means of protecting products. It now plays a critical role in helping businesses navigate complex regulatory requirements, sustainability goals and consumer expectations. Packaging solutions must deliver performance today while remaining fit for the future.
Consumer trust was another major focus. James Piper of the Talking Rubbish podcast highlighted how engaged consumers have become with packaging and recycling issues, while also pointing to widespread confusion around recycling claims, QR codes and deposit return schemes. His message was clear: consumers want simplicity and clarity. Businesses must ensure sustainability claims are specific, verifiable and easy to understand.
Regulation remains a key driver of change. Discussions around PPWR and EPR highlighted the challenges businesses face in preparing for new compliance requirements. Speakers noted the potential tension between weight-based EPR fees, which may favour lighter materials, and PPWR's emphasis on recyclability, recycled content and reuse. The consensus was that packaging decisions should be guided by real environmental outcomes rather than assumptions about which materials are inherently better.
Soft plastics also featured prominently. While these materials offer significant benefits in food preservation and waste reduction, recycling remains a challenge. Case studies, including retailer-led collection schemes and partnerships across the value chain, demonstrated that meaningful progress is only possible through close collaboration between packaging producers, retailers and recyclers.
Artificial intelligence emerged as another important theme. Greyparrot showcased how AI-powered waste analytics can help businesses understand how packaging design choices affect recycling outcomes. Even small design changes, such as modifying bottle sleeves, can significantly improve recyclability when informed by accurate data.
AI is also transforming manufacturing operations. Infinite Uptime demonstrated how prescriptive AI can help identify equipment issues before failures occur, providing actionable recommendations that reduce downtime and improve efficiency. The presentation reinforced a key point: data only creates value when combined with expertise and practical action.
For kp, the discussions at Silverstone reinforced an important reality. The challenges facing food packaging—from regulation and recyclability to consumer trust and digital transformation—cannot be solved in isolation. Success will depend on collaboration across the entire value chain, supported by transparency, innovation and evidence-based decision-making. As the industry continues to evolve, the organisations best positioned to succeed will be those able to turn complexity into clarity and ambition into practical action.
To learn more about kp and its future-proof portfolio of high-performance packaging films, visit Food Packaging films & trays - kp
Video clip from the event: kp delves Inside the Future of Food Packaging with industry leaders