Driving innovation in sustainable pet food packaging

As Commercial Manager at Coveris Flexibles France, Jerome Detais has a front-row seat to the packaging challenges facing the pet food industry. 

In this interview, he sheds light on upcoming regulations, shifting consumer expectations, and how Coveris is helping brands transition to more sustainable packaging solutions.

The EU Packaging and Packaging Waste Regulation (PPWR) is a major talking point. What is Coveris’ key message for pet food producers?

The most significant change is that, by 2030, all packaging must be designed to be recyclable across every European country. While that might sound straightforward, it represents a major transformation in practice.

We’ve been closely monitoring regulatory developments and are actively supporting our customers to anticipate and adapt, rather than simply react.

What are the main challenges pet food brands face when adapting to this change?

Beyond regulatory compliance, the real challenge lies in maintaining strong product protection and brand identity while switching to recyclable formats.

There is also the financial aspect, as non-compliant packaging will be forbidden by 2030 and depending on the composition, higher EPR (Extended Producer Responsibility) fees may apply.

That’s why we offer ready-to-market monomaterial solutions that meet both functional and legal requirements.

Let’s talk about PFAS. What are they, and how is Coveris addressing concerns?

PFAS, or per- and polyfluoroalkyl substances, persist in the environment for a long time. The carbon-fluorine bond, one of the strongest in organic chemistry, gives these substances exceptionally long half-lives, which is why they are often called ‘forever chemicals’. PFAS are also commonly known from Teflon-coated cookware.

Recognizing the risks and upcoming restrictions in packaging, we offer PFAS-free products across our entire portfolio. These alternatives meet performance needs while aligning with future regulations.

Additionally, we have identified alternative raw materials and produce products excluding PFAS as intentionally added substances, like bags across our entire portfolio. This ensures high performance while maintaining environmental safety.

Eliminating PFAS while maintaining barrier properties has required significant R&D investments. At Coveris, we proactively address upcoming regulations by developing proprietary packaging solutions that offer outstanding grease and moisture resistance, without the use of fluorinated chemistry.

It’s not just about compliance, it’s about taking responsibility.

What does Coveris’ sustainable product range look like today?

All of our product developments are fully aligned with current regulations and our sustainability strategy of No Waste, which guides us in eliminating waste in all its forms.

Every innovation we bring to market is part of our commitment to reducing product, packaging, and operational waste.

All solutions in our pet food packaging portfolio are available in monomaterial polyolefin solutions, making them recyclable according to current guidelines and fully aligned with Europe’s recycling infrastructure.

Thanks to our vertical integration and in-house film extrusion capabilities, we have been able to bring these recyclable solutions to market early, without compromising on performance, convenience, or branding.

Over the past few years, we have developed monomaterial alternatives for our entire range, from standard bags to multiple variants using the same polymer, also with barrier layers that allow recycling.

We are now able to offer options across the full portfolio. Additionally, we are investing in innovations like film thickness reduction, enhanced recyclability, and more sustainable alternatives to continuously improve our offerings.

What role do consumer preferences play in these developments?

A major one. Consumers are increasingly demanding transparency, sustainable properties, and full product traceability.

That is why packaging must not only protect but also communicate its values.

Premium, easy-to-use designs that meet customer and end-user expectations are in high demand and we are meeting those expectations sustainably.

We enable ultra-segmented, customized formats using low-impact inks, soft-touch effects, and barrier layers tailored to preserve even the most natural formulas.

How does Coveris’ sustainability strategy reflect these ambitions?

Our entire sustainability strategy is built around our No Waste vision – eliminating product waste, packaging waste, and operational waste.

Protecting products to avoid food waste, designing packaging that supports full recyclability, and striving for zero net waste in our operations are fundamental pillars.

This comprehensive approach ensures that sustainability is not just a goal but a daily practice, aligning with both regulatory requirements and consumer expectations.

Our aims and achievements are publicly available at ESG & Sustainability Roadmap | Coveris’ Commitment to a Greener Future – Coveris.

Looking ahead, where is the market going?

In terms of upcoming legislation, such as the Packaging and Packaging Waste Regulation (PPWR) in Europe and the RAM (Recycling Assessment Method) in the UK, we are preparing by ensuring that every product in our portfolio has a recyclable alternative.

We await the Commission’s recycling criteria, expected by the end of 2027, to ensure full compliance and make any necessary adjustments and we aim to have a voice in shaping those standards.”

Source: Internal visual created by Coveris for the Pet Food Training Day, based on the PPWR.

A key future challenge will be the incorporation of recycled materials into packaging solutions. Currently, chemical recycling provides food-grade compatible materials, but these come at a high cost and with limited availability. Mechanical recycling, on the other hand, is not yet suitable for food-contact applications.

To support the transition, Coveris has obtained ISCC+ certification – a system that enables the traceability and verification of chemically recycled content via a mass balance approach, comparable to green energy credits, thereby encouraging investment in circular raw materials.

This certification allows us to supply mass-balance traced, food-grade recycled materials, offering lower-impact packaging alternatives in line with both regulatory requirements and brand expectations.

Regarding packaging weight, the PPWR mandates that by 1st January 2030, packaging weight and volume must be minimised to the extent necessary to maintain functionality.

This is driving our innovation towards thinner, lighter films without compromising on performance.

We are also collaborating with trusted manufacturers in the supply chain, who are developing new technologies in raw materials as well as in machines designed to reduce packaging space.

This partnership helps us meet regulatory targets while maintaining operational efficiency.

From regulation to innovation, Coveris is helping pet food brands lead the transition with recyclable, reliable, and retail-ready packaging.