Koehler champions paper in food packaging shift
Koehler Paper has kicked off a major communication campaign aimed at raising awareness among food manufacturers and policymakers of paper’s potential as a fully recyclable, regulation‑ready packaging material.
The initiative launched (15 April) in Berlin’s Government District, coincided with the first reading of Germany’s Verpackungsdurchführungsgesetz (Packaging Law Implementation Act) in the Bundestag.
The campaign comes as the EU’s Packaging and Packaging Waste Regulation (PPWR) sets stringent recycling targets designed to cut packaging waste across the bloc. Koehler Paper says these targets make fibre‑based materials increasingly important for brands seeking compliant, scalable alternatives to plastics — particularly in food categories where recyclability and regulatory clarity are under scrutiny.
At the Berlin launch, Koehler deployed a striking visual centrepiece: an oversized origami cat, supported by mobile bicycle and truck‑mounted LED billboards. The installation is designed to draw public and political attention to the recyclability of specialty papers and the policy conditions needed to accelerate their adoption in food packaging.
“Next to politicians, it’s consumers who have the power to decide which recyclable packaging materials will make their way to our shelves,” said Philipp Prechtl, chief strategy officer of the Koehler Group and executive board member at Koehler Paper. “The topic of recyclability affects us all, so it’s incumbent on all of us to help pave the way for recyclable paper solutions.”
Prechtl will brief media and stakeholders in Berlin on 16 April, outlining the sustainability advantages of paper‑based packaging and the current legal classification of paper for food and drugstore applications. The company says regulatory clarity is essential to unlocking wider industry adoption, particularly for barrier‑coated papers designed to replace flexible plastics.
The “Pack It With Paper” campaign will run throughout 2026, combining digital outreach with a nationwide tour of public installations. Following the Berlin launch, the origami cat will appear at interpack in Düsseldorf from 7–13 May before visiting the headquarters of major food retailers across Germany. The tour will conclude in the autumn at a recycling centre, where the mascot will undergo a symbolic “rebirth” to reinforce the circularity message.
For food manufacturers navigating tightening legislation and retailer pressure on recyclability, Koehler’s campaign signals a renewed push from fibre‑based packaging suppliers to position paper as a viable, scalable solution for the next generation of sustainable food packaging.
