By virtue of its infinite recyclability, metal packaging can be considered a “permanent material”, making it a perfect medium to meet today’s expectations for sustainable options.
In packaging, there are many number of options to choose from when it comes to your preferred choice. PET bottles, PP pouches, paper-based labels, thermoformed trays. Another that demands inclusion on that list is metal packaging.
Metal packaging offers several advantages, making it a popular choice for various industries. Durability, product safety, preservation and versatility are all ticks in the “pro” column. Another is recyclability. Metal is an infinitely recyclable material and, as such, ideally suited to current and future demands for sustainable packaging choices.
“When you recycle metal, its properties do not change so it can go back into the manufacture of new metal items,” states Isabelle Le Graët, Corporate Communications and Customer Experience Manager at Eviosys. “It doesn’t even have to go back into making new metal packaging. Reclaimed and recycled steel can go into making any steel product for any industry. This ‘full circularity’ is only true of metal and glass, as permanent materials.”
Her colleague, Matthew Brimble, Promotional Packaging NPD Manager at Eviosys, sees the simplicity of recycling metal packaging as further boosting the material’s role in the circular economy. “It is collected kerbside and consumers understand what to do when it comes to sorting their metal packaging waste,” he said. “For waste collectors, metal packaging is easy to process as steel is magnetic and can be directed straight back into making more steel.”
Quoting figures from Steel for Packaging Europe (formerly APEAL), Brimble says 100% of the steel collected and sorted is recycled into new metal products. Added to that, more than half of steel composition comes from recycled content. This is an important consideration as the recyclability at scale is to be integral to the impending European Packaging and Packaging Waste Regulations (PPWR).
Stephane Viret, Commercial Director, Promotional, comes to the table with the statement that as well as being better suited to the environment in its makeup, Eviosys invests in making metal packaging less energy intensive, reducing GHG emissions.
“The decarbonisation is already in progress for the full metal industry,” returns Le Graët. “This requires new efficient machinery and technology and can take a long time to achieve, but results are already being seen.”
She proudly declares how Eviosys recently surpassed its own targets related to greenhouse gas emissions. This saw it achieve its 2027 target of a 20% reduction versus 2020, in 2023. Now the company is aiming to half its greenhouse gas emissions by 2030. This is all in the pursuit of being net-zero by 2050.
“This is a big challenge but one we are accelerating to reduce our footprint. Metal is highly recyclable and recycled but is still heavy in terms of CO2 emissions. Downgauging, new product innovations and investments will allow us to bring emissions down even further.”
She and Viret will address such topics when they take to the Beauty & Drinks stage at London Packaging Week 2024. Their presentation on Thursday 12 September at 12.45pm – 1.15pm is entitled, “Going Green: Successful conversion to 100% recyclable packaging by 2025.”
With metal listed as a preferred material in the PPWR, conversion to new materials and designs is likely to be top of mind for many brands and retailers attending London Packaging Week 2024. Examples of products moving from cartons to metal packaging are already in the market, with more to surely follow.
“Conversion from other substrates into metal packaging is possible for brands of all size, from smaller requirements up to large-scale demands that are fully automated,” advises Brimble. “New product developments and innovations being introduced add to the availability of metal to more of the packaging market.”
One example of this is Horizon, an ultra-light shallow overcap. This is a first-of-its-kind development that is pushing the boundaries of lightweight sustainable packaging. These overcaps use less material and have an ultra-shallow design that offers the dry food industry an ultra-light weighted, modern and infinitely recyclable packaging solution. Another is EcoPeel to revolutionise the way canned food is filled and consumed. Here, a traditional food can is delivered with a peelable foil directly sealed on the body of the can, saving weight and 20% GHG emissions.
Both of these examples will be showcased by Eviosys on its stand at London Packaging Week 2024, with Brimble himself presenting a session on “Material insights: Innovating with metal packaging”. This session is scheduled for Wednesday 11 September at 12.15pm – 12.45pm, also on the Beauty & Drinks stage.
“We are opening up new markets and opportunities for metal packaging,” he says. “Tins are already a popular packaging for dry products such as coffee and tea, but hermetically sealed tins can be used for any number of products. Biscuits and confectionery can be packed in metal packaging without loss of product integrity. Developments that downgauge and lightweight metal packaging mean boundless opportunities exist for brands to embrace the move to metal packaging and all the sustainability benefits it has to offer.”
As well as serving the “protect” and “preserve” requirements of packaging, metal can also be leveraged to the benefit of “promote”.
“It has an inherently beautiful surface that can be built into designs to elevate golds and other metallic colours. Special finishes, contrasting matte and glass appearances, embossing and debossing, and holographic foils are then used to maximise the visual appeal and shelf presence of metal packaging.”
Similar to the material’s sustainability credentials and heavy lean towards the circular economy, this is a built-in benefit that brands can take advantage of. Similarly, metal packaging is a mono-material option.
“Many brand owners are seeking mono-material packaging options,” says Viret. “Our idea is to bring to market a unique product proposition that is made of one, infinitely recyclable material. This is a trend we are seeing more and more in the market, with brands wanting an edge and differentiation.
“All brands today are hyper aware of their responsibility to the environment so are bearing down upon us as a supplier to be able to meet their demands, whether that’s understanding the full lifecycle of packaging or helping them reduce their CO2 emissions.
“We are on our own journey and collaborating with brands to help them fulfil their goals is going to be important to us all in reaching targets. It’s going to be a long journey, and education will be important to understanding the opportunities of what can be done today with metal packaging. Brands are more open to investigating new alternatives and thinking outside of the box when it comes to products and packaging.”
He examples the recent boom in solid soaps and shampoos packed in cartons as evidence of how the whole value chain can and is embracing new formulations and packaging materials.
“What will make the difference is the launch of new metal packaging products that suit emerging trends and consumer demands, such as on-the-go and convenience.”
“Changing mindsets and the perspective of brands towards metal is key,” continues Brimble. “By educating them on what is offered by steel and tin today, we are in a position and the right place to offer the correct packaging material to those brands ready to switch to infinitely recyclable packaging. In the broader context of sustainable packaging, it’s important to recognise that every material—whether metal, resin, glass, or paper—has its unique role in meeting diverse consumer needs.
“The future of packaging lies in making informed choices that align the right material with the right consumption occasion, all while considering the material’s end-of-life impact and its contribution to mitigating climate change. This holistic approach ensures that packaging continues to protect and preserve products effectively while also minimising environmental impact. As we move forward and continue to innovate, our commitment is to deliver packaging solutions that strike the right balance—guiding brands to identify the most appropriate material for their application, with sustainability as the guiding principle. By doing so, we contribute to a future where packaging not only meets functional needs but also plays a vital role in safeguarding our planet. And in this journey, metal stands out as a key player, offering durability, recyclability, and a path towards a more sustainable world.”
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