Packaging manufacturers, retailers, recyclers and technology providers gathered at Silverstone for kp’s “Inside the Future of Food Packaging” event, where discussions focused on the industry’s response to tightening sustainability regulations, evolving consumer expectations and the growing role of artificial intelligence.
The event brought together stakeholders from across the packaging value chain to examine how businesses can navigate increasing complexity while maintaining product performance, commercial viability and regulatory compliance. Key topics included Extended Producer Responsibility (EPR), the Packaging and Packaging Waste Regulation (PPWR), soft plastics recycling, consumer communication and AI-driven packaging design.
A recurring theme throughout the discussions was the need for greater collaboration and more data-driven decision-making as packaging companies face mounting pressure from regulators, customers and consumers alike.
“Packaging today is no longer simply about containment or protection. It is about balancing increasingly complex demands, performance, sustainability, compliance and cost, often under tighter timelines and greater scrutiny than ever before. In a world where volatility is increasingly the new constant, working in isolation is not an option,” said Thomas Jakobsen, President of Food Packaging at kp.
Regulation emerged as one of the dominant themes of the event. Speakers highlighted the implications of both EPR reforms and PPWR, with discussions focusing on how businesses can prepare for new compliance obligations and potential impacts on material choices and recycling systems.
Denise Mathieson, Head of Packaging Innovation & Programme Delivery at Waitrose & Partners, argued that while EPR has attracted significant industry attention, businesses should also devote substantial resources to preparing for PPWR implementation because of its broad implications for packaging design, recyclability requirements and recycled content targets.
Consumer communication was another major focus. James Piper, host of the Talking Rubbish podcast, warned that consumers are increasingly engaged with packaging sustainability issues but remain confused by inconsistent recycling information and unclear environmental claims.
According to Piper, the industry often makes recycling unnecessarily complex when consumers are seeking simple, transparent guidance. Discussions highlighted the importance of providing accurate, verifiable information and avoiding vague sustainability messaging.
Soft plastics also featured prominently during the event. Participants examined several case studies involving retailers, recyclers and packaging suppliers aimed at improving collection and recycling outcomes. Speakers agreed that meaningful progress will depend on closer collaboration throughout the value chain and alignment with available recycling infrastructure.
Artificial intelligence was another key topic. Yaseed Chaumoo, Managing Director of Greyparrot, presented AI tools designed to analyse packaging formats and assess how design changes could affect recycling outcomes. Such systems can help packaging developers identify elements that negatively influence sortability and recovery rates, allowing targeted improvements without requiring complete redesigns.
On the manufacturing side, industrial AI specialist Infinite Uptime demonstrated how prescriptive AI systems can support maintenance teams by identifying equipment issues before failures occur and recommending corrective actions. The technology is intended to reduce downtime, improve reliability and increase operational efficiency.
Concluding the event, Jakobsen stressed the importance of knowledge sharing and engagement across the packaging value chain.
“The biggest opportunity for us is that our customers don’t know everything we can do for them, and it is super exciting to have an opportunity like today, where we can give some insight and really interact with our customers about the industry,” he said.
The discussions reflected a broader industry consensus that future packaging strategies will increasingly depend on balancing regulatory compliance, circularity goals, operational efficiency and consumer trust, with collaboration and data playing a central role in achieving those objectives.
