Paper push gathers pace as EMF urges acceleration in responsible innovation
The Ellen MacArthur Foundation (EMF) has urged food and drink brands to accelerate responsible innovation in paper-based flexible packaging, arguing that paper could play a meaningful role in reducing the sector’s most persistent source of plastic pollution — but only if strict environmental safeguards are met.
Flexible plastics such as sachets, wrappers and pouches are the fastest‑growing packaging format in global FMCG supply chains, widely used across snacks, confectionery, dairy, beverages, coffee, condiments and personal care.
In markets with limited waste collection and recycling infrastructure, these formats are also the most likely to leak into the environment. EMF cites evidence that flexibles account for up to 80% of plastic packaging entering oceans in high‑leakage countries.
Releasing its new report Paper-Based Flexible Packaging, the Foundation argues that paper could offer a viable alternative in markets such as India, Indonesia, the Philippines, Thailand and Vietnam — provided solutions are designed to be recyclable, responsibly sourced and free from persistent plastics.
“Flexible plastic packaging pollution is a systemic challenge – with an estimated 20 trillion items expected to enter our oceans over the next 15 years,” said Sander Defruyt, plastics strategy lead at EMF. “There’s no silver bullet, therefore adding paper-based alternatives to the mix helpfully expands the toolbox, complementing other priority solutions such as reusable packaging.”
EMF stresses that paper is not automatically the greener choice. Poorly designed paper flexibles could drive deforestation, increase carbon emissions or fail to perform technically, leading to food waste or commercial rejection.
To prevent this, the report sets out six criteria that paper-based flexibles must meet:
- Responsibly sourced to avoid forest degradation.
- Responsibly produced to minimise climate and water impacts.
- Meets technical, economic and consumer needs so formats work in real markets.
- Recyclable locally, with investment in collection and recycling systems.
- Avoids hazardous chemicals and persistent plastics.
- Fits within a broader circular economy strategy, including socially inclusive systems.
The criteria have been endorsed by 47 organisations, including FMCG companies, NGOs, academics and investors.
For manufacturers, the report lands at a moment of intense pressure to reduce plastic footprints while maintaining product protection, shelf life and cost competitiveness. EMF acknowledges that paper-based flexibles do not yet exist at the scale, cost or performance required, but argues that rapid innovation is both possible and necessary.
Unilever’s global head of packaging, Pablo Costa, said: “Next-generation paper-based flexible packaging is a key focus for Unilever and an industry-wide priority. This report is clear on the important role paper will play and what it will take to scale solutions that are desirable for consumers, better for the environment, and viable for businesses.”
While highlighting paper’s potential, EMF is clear that the priority should remain reducing reliance on small-format packaging altogether, particularly through reuse models and product redesign. Paper, the Foundation argues, is one part of a wider circular economy strategy — not a replacement for systemic change.
