As the European Union moves toward implementing the Packaging and Packaging Waste Regulation (PPWR), Mayr-Melnhof Group is positioning fibre-based packaging solutions and portfolio analysis as key levers for brands.
Rising pressure on plastics, climate targets and stricter recyclability requirements are reshaping packaging design across Europe. In this context, the group sees fibre-based materials as a viable pathway—provided they are integrated into a structured transformation approach.
In the United Kingdom, this strategy is reflected in the development of mono-material cartonboard solutions designed to fit existing recycling streams. The aim is to simplify packaging structures and reduce plastic use while maintaining performance in protection, strength and stability.
Several applications illustrate this shift. In fresh produce, fibre-based trays made from recycled materials are replacing plastic formats, while improving ventilation and product visibility. In foodservice, tamper-evident cartonboard solutions adapted to high-volume delivery flows are being deployed without disrupting logistics.
Beyond packaging, MM Group is also exploring extended uses of fibre materials. Kraft papers derived from sawmill by-products, such as sawdust, are being integrated into engineered materials for furniture and interior applications. These solutions contribute to long-term carbon storage and support reductions in indirect emissions.
At the same time, the group emphasizes that adapting to PPWR goes beyond material substitution. The regulation is expected to introduce harmonized requirements across recyclability, recycled content and, in some cases, reuse.
In this context, packaging portfolio audits are identified as a critical starting point. This process establishes a factual baseline, covering materials used, packaging structures, recyclability performance and regulatory compliance levels.
Such analysis helps avoid common pitfalls, including unnecessary redesign of already optimized formats or underestimating compliance gaps that will need to be addressed in the coming years.
Assessing recycled content is another key step. It enables companies to measure the gap between current formats and future requirements, and to prioritize actions based on volumes, markets and operational constraints.
For MM Group, the challenge extends beyond compliance. In an increasingly prescriptive European framework, the ability to analyze packaging portfolios and plan transitions is becoming a competitive factor for brands.
By combining fibre-based materials, technical assessment and phased implementation, the group aims to turn regulatory pressure into an opportunity for industrial optimization.
Mayr-Melnhof Group is a leading European producer of fibre-based packaging solutions. Its MM Board & Paper and MM Packaging divisions supply cartonboard and packaging for food, pharmaceuticals, cosmetics and consumer goods, with a focus on recyclability and circularity.
Based on information released by MM Group.
