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Brief Published: 21 Jul 2014

Tetra Pak’s Renewables Campaign

Tetra Pak's Moving to the Front campaign for renewable packaging materials

A new campaign from Swedish packaging giant Tetra Pak aims to raise awareness of the importance of sourcing renewable materials for packaging. Called Moving to the Front, it focuses on the idea that recycling is no longer enough, and brands must address sustainability from the very beginning of the design and manufacturing process. This method of designing, which looks holistically at the entire lifecycle of the product, is further examined in Closing the Loop: Future-Proofing Design.

As part of this strategy, Tetra Pak has written a white paper with Swiss non-profit organisation World Wide Fund for Nature, calling on consumer goods companies to prioritise renewability. Titled What is Renewability and Why Should We Care?, it encourages big brands to lead the way by adopting new practices and setting expected standards for these protocols.

"Consumers are becoming increasingly aware of how much packaging they throw away, including how much goes into the recycling bin," said Madeleine Cuff, assistant editor of Consumer Lifestyle at Stylus. "Whether it's through new material sourcing, better supply chains or smarter packaging design, brands that can reduce the footprint of their products from the start will impress concerned consumers."

Tetra Pak itself is already forging ahead in this field with cartons made from 70% renewable paperboard, and plastic caps made from a bio-based sugarcane material. It also announced in April 2014 that all plastics produced for its Brazilian market would be bio-based.

For further insight into how brands are reacting to the growing demand for sustainable packaging – a market set to be worth $244bn by 2018 – see the Sustainability report in our Packaging Futures Industry Trend.