PPWR: how do the new European packaging rules affect your business?

12 August 2026 marks a major milestone for every business that places packaging on the European market. From this date onwards, businesses will need to prove their packaging meets the first requirements of the EU’s new Packaging and Packaging Waste Regulation (PPWR).

What does this mean in practice? What information do you need to provide? And what action has Smart Packaging Solutions taken to ensure we’re ready in time? Mark Breugelmans, Commercial Director at Smart Packaging Solutions, explains.

The Packaging and Packaging Waste Regulation (PPWR) is a European regulation designed to make packaging more sustainable. The EU aims to reduce raw material consumption, improve packaging recyclability, and increase packaging reuse via the PPWR.

The PPWR will come into effect in stages, with the first requirements applying from 12 August 2026. From this date, companies placing packaging on the EU market will need to demonstrate that their packaging meets the general requirements set out in the new EU packaging regulation.

The requirements will be expanded and refined in the years ahead. Key areas will include recyclability, the efficient use of materials and the proportion of recycled material in packaging.

From 12 August 2026, companies must be able to demonstrate that the packaging they place on the market complies with the PPWR requirements. This means having the correct technical information and documentation for the packaging they use or market. This documentation must include such information as:

• The materials used in the packaging.
• A statement that the packaging meets European regulations.
•  A statement that the packaging complies with the maximum limits for substances such as PFAS and certain heavy metals.

Good to know: not all PPWR regulations take effect on 12 August 2026. The regulations will be introduced in stages over the next few years. The initial requirements focus primarily on demonstrating the composition and properties of packaging. 

‘This can be a significant administrative challenge for businesses, particularly if they use hundreds of different types of packaging,’ explains Mark Breugelmans. ‘Fortunately, we’re well prepared. Years ago, Smart connected all our plants (Oudegem, Meer and Loenen) to a central computer system. Today, we’re reaping the benefits of this, including when it comes to PPWR compliance. With large amounts of data available centrally, we can quickly and accurately create the correct datasheets. This means we can already give our customers the necessary documentation right away, including product-specific datasheets, statements of compliance and chain-of-custody declarations. In other words, for every item of packaging we supply, we can provide a sort of “packaging passport”: a complete set of ready-to-use datasheets and the necessary declarations to help our customers meet the new regulations.’

The impact of the PPWR will continue to grow in the years ahead. The good news is that our solid board packaging complies with the PPWR’s stipulations. It can be recycled after use and contains a high proportion of recycled fibres. ‘Our packaging already contains between 80 and 95 per cent recycled material,’ says Breugelmans. ‘This means our packaging already exceeds many of the requirements that European regulations will introduce in the coming years.’

The PPWR encourages businesses to take a closer look at their packaging and accelerate the transition towards more sustainable solutions. In response, Smart Packaging Solutions continues to expand its range of packaging solutions designed to meet today’s requirements and anticipate those of tomorrow. 

One example is Repun, a cardboard punnet for fruit and vegetables, and Stackpack:

the first top-seal tray made from lightweight solid board. Smart Packaging Solutions is also developing cardboard packaging with a super-thin plastic barrier for products like meat and chicken. In these packaging solutions we’ve reduced the plastic content to less than 5 per cent. With this, they comply with PPWR’s key requirements: reducing reliance on plastic, using materials more efficiently and maintaining the packaging’s recyclability.

The PPWR isn’t just about recyclability, it’s also about reducing unnecessary material use. That’s why Smart Packaging Solutions continually invests in developing lighter packaging and new packaging concepts. ‘The best packaging is packaging that does exactly what is needed,’ says Mark Breugelmans. ‘It provides optimum protection for the product, is no larger than necessary, and is designed with circularity in mind.’

And there’s more: Smart Packaging Solutions can bring packaging to life with a high-impact design in vibrant colours. Not only is the packaging more sustainable, but it also grabs attention in the supermarket. Imagine packaging that celebrates the product’s origin or enhances a brand’s identity by maximising its visual appeal and overall look and feel.

Smart Packaging Solutions is ready to collaborate with you to discover a solution, whether your goal is to ensure your packaging meets new regulations or to adopt a greener alternative. From product-specific data sheets and compliance statements to innovative packaging concepts such as Repun, Stackpack and other offerings we’ll help you meet current PPWR requirements, and prepare for upcoming, more stringent regulations.