Polytag appoints ex-Unilever packaging expert to strengthen EPR support for UK brands

Polytag has appointed Mat Roberts as project delivery lead, who will bring his decade-plus experience from Unilever and Muller to implement data accuracy for EPR reporting for brands.

Mat’s extensive knowledge in sustainable packaging development and passion for resource efficiency will be instrumental in helping Polytag, its clients, and partners enhance UK recycling infrastructure and navigate evolving Extended Producer Responsibility (EPR) legislation.

Having previously worked at Unilever, Müller, and Wholebake Limited, Mat brings over sixteen years of cross-sector experience within the packaging industry to his new role at Polytag.

His broad experience spans collaborations with major UK retailers and supporting smaller brand start-ups in bringing new, sustainable products to market. Most notably, within Müller’s print and packaging technologist team, Mat spent over two years managing packaging and artwork projects for the iconic ‘Corner’ brand. Here, Roberts played a key role in significant sustainability initiatives, including projects driving plastic reduction. Following this, in his work as senior packaging technologist at Unilever, Mat was responsible for the landmark transition of Dove brand hair products products to 100% recycled plastic materials.

In his new role, Mat will focus on leveraging Polytag’s digital tracing technology to support brands and retailers in achieving their sustainability targets and navigating complex regulatory landscapes. He will work closely with clients to develop their packaging strategies for better recyclability, implement data accuracy for EPR reporting, and accelerate the adoption of barcode-level packaging lifecycle information. His role will be crucial in expanding Polytag’s impact across the UK’s recycling infrastructure, ensuring more materials are collected, sorted, and returned to the circular economy.

Alice Rackley, CEO at Polytag: “It’s a true game-changer for us having Mat on our team. His remarkable career, especially his pivotal work driving plastic reduction at Müller and delivering 100% recycled materials for Dove, perfectly aligns with our mission and attitude. This strategic appointment strengthens our leadership, allowing us to accelerate our impact, deliver tangible value to brands tackling EPR, and dramatically advance recycling across the UK. We couldn’t be more excited to have him on board at such a key moment for the UK packaging and recycling industry.”

Mat Roberts, project delivery lead at Polytag said: “We are consuming resources at an unsustainable rate, and I believe we all have a part to play in slowing this down for future generations. The implementation of EPR is already prompting companies to scrutinise their packaging material choices, hopefully for the better. Polytag is creating real, actionable change. I look forward to contributing to the business’ impactful projects that are already shaping a more circular future for the entire packaging industry in the UK.”