Masterpress navigates EU regulations to advance sustainable packaging

One of the main barriers to packaging innovation and industry collaboration is the lack of clarity on design-for-recycling guidelines in the EU, according to Gabriel Magdaleno, strategic product management and marketing director at Masterpress. 

This regulatory uncertainty poses challenges for supply chain actors, making it difficult to confidently invest in new materials or technologies. 

We sit down with Magdaleno to discuss how Masterpress supports the industry in bridging the gap between brand owners and the market as they transition toward more environmentally sustainable packaging. 

How is the EU Packaging and Packaging Waste Regulation (PPWR) influencing packaging companies’ innovation priorities? 

Magdaleno: Design-for-recycling (DfR) is now at the top of the majority of packaging companies’ innovation priorities, which is particularly visible in supply chain considerations, pushing closer cooperation with brand owners.

Interestingly, this is all taking place in the absence of official DfR guidelines. Today, the guidelines set by RecyClass serve as the basis for a regulatory framework for most industry stakeholders, as we expect upcoming PPWR-related guidelines to match or improve this industry framework.

Have stricter recyclability and reuse targets accelerated or slowed product development timelines? 

Investments are now centered on how to make packaging more valuable at the end-of-life.Magdaleno: There’s only so much that can be done within the current timeframe. Reuse targets have not had much of an impact at this stage. We are mostly supplying the FMCG segment, and thus, to see these products go into reuse models requires significant infrastructure changes and innovation — with refillables being a good example. Formats like pouches, although single-use themselves, play a role addressing “reuse” by serving as refill solutions for other packaging types.

In terms of recyclability targets, we feel that they have certainly accelerated product development timelines from our side. We have limited time to ensure the right material volumes, and supply chains are ready, so internally we have had to move much faster. At the same time, from our customers’ perspective, especially the brand owners, we do not see significant changes yet. Indeed, this may be a result of the lack of regulatory guidance on the shift toward the selected materials.

What role does collaboration play in meeting EU sustainability criteria? 

Magdaleno: Collaboration plays a critical role. By sitting in the middle of the packaging supply chain, Masterpress is helping to bridge the gap between the brand owners and the market in the transition toward sustainable packaging. 

However, while collaboration is critical — it also comes with challenges. One of them is navigating the overwhelming amount of information in the market. There is no single solution that works for every situation, and what applies to one material, like a PET bottle, may not apply to another, such as high-density PE. The real work lies in helping everyone understand the nuances so that information is interpreted correctly.

How are regulatory frameworks like the PPWR shaping your R&D investments or design choices? 

Magdaleno: Before frameworks like the PPWR, R&D investments and design decisions were often focused on adding value through elements such as embellishments, customization, and other features that enhanced shelf appeal. Today, the PPWR has fundamentally shifted those priorities. Investments are now centered on how to make packaging more valuable at end-of-life — through simplified material structures, improved recyclability, or exploring renewable and bio-based alternatives. 

We are testing new materials, evaluating paper or bio-based substitutes, and assessing innovative plastics that could reduce environmental impact. The focus is no longer just on the front-end value but on lowering CO2 footprint across the supply chain and helping brand owners reduce their Scope 3 emissions.

Are new EU rules encouraging more partnerships between packaging producers, recyclers, and technology providers? 

Magdaleno: We certainly see greater interaction among packaging producers, recyclers, and technology providers, but the term “partnership” can sometimes feel a bit strong. For example, recyclers operate within strict process constraints and must prioritize efficiency and profitability, so they are not always able to adapt quickly to new innovations. As packaging producers, we have had to learn their processes and innovate within those boundaries rather than expect major changes on their side. 

Where we do see stronger partnerships emerging is between recyclers and technology providers, particularly around integrating AI tools into sorting and recycling systems to improve efficiency. On our end, we are also engaging more with technology providers, especially as digital product passports and other traceability solutions come into play. 

While it’s not always a three-way partnership across all players, new EU regulations are definitely prompting more collaboration — its strength and form really depend on the specific solution and the outcome being targeted.

What regulatory gaps or uncertainties limit innovation and cross-sector cooperation in the packaging value chain? 

Magdaleno: One of the biggest barriers to innovation and collaboration right now is the lack of final clarity on design-for-recycling guidelines. Everyone in the value chain, from packaging producers, brand owners, recyclers to technology innovators, is essentially working with provisional guidance while waiting for confirmed, permanent rules. This uncertainty makes it difficult to invest confidently in new materials or technologies. 

A good example is emerging technologies like magnetic coatings that facilitate label removal during recycling. Brand owners see enormous potential in solutions like this, yet they are not widely approved or accepted under current design-for-recycling criteria. Even when an innovation clearly addresses a real challenge, it may face significant hurdles if the regulatory framework has not evolved to accommodate it. 

In short, clearer processes are still evolving for how new innovations can be tested, evaluated, and ultimately incorporated into the recycling guidelines. As this clarity develops, it will help all the industry stakeholders better understand how emerging solutions can be aligned with a set framework.