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Crunch time for potato chips manufacturers as EU waste targets loom

Crunch time for potato chips manufacturers as EU waste targets loom

Sebastian Emig of the European Snacks Association: 'Plastic packaging is a problem, we’re all aware of it.'

January 15, 2019
The European Commission has set an EU-wide objective for all packaging to be recyclable or reusable by 2030.

But chips bags (crisp packets) are a particular headache for policymakers and the recycling industry because they are so tiny and lightweight.

Walkers, Britain’s largest crisp manufacturer, announced in October it was launching a scheme to recycle the 7,000 non-recyclable crisp packets it produces every minute. Meanwhile, the recycling scheme - that accepts all brands of chips packaging - is up and running.

The announcement was made after the Pepsico Subsidiary came under intense pressure from hundreds of activists who grabbed headlines by posting their packets back to Walkers.

But achieving high recycling rates will be a tall order for Walkers. Indeed, crisp packets are so lightweight that there is no real value even in collecting them for recycling, said Delphine Lévi Alvarès, from the Rethink Plastic Alliance, a group of environmental NGOs.

Delphine Lévi Alvarès, from the Rethink Plastic Alliance:

“It might be recyclable but it’s not going to be recycled.”

“Light-weighting has always come at the expense of re-usability and recyclability.”
These are the cornerstones of the circular economy, she explained.

Recyclers are well aware of this and some have adapted their sorting plants to be able to deal with smaller, lightweight items. However, they haven’t found an economically-viable solution yet.

Bénédicte Wallez from Veolia, a French company involved in waste management:

“Lightweight plastic is indeed very difficult to recycle. We have little incentives and, technically, it’s complicated to separate the different linings.”
(Click picture to watch video)

European Snacks Association and EU affairs Brussels-based media Euractiv organised a stakeholder workshop entitled Food packaging and the environment: Towards the end of single-use packaging.


Betting on innovation

Chips packaging is made from a fusion of plastic and aluminium foil. Chips are packaged like this because of their high fat content, which means they can quickly go rancid when exposed to oxygen.

By 2030, “we hope that innovations will have been made” to ensure all single-use plastic items including crisp packets can be more easily collected and recycled, said Leonardo Mazza, an EU official in charge of waste policy at the European Commission’s environment directorate.

But there is still “quite a lot of efforts to make” within the plastic supply chain and among public authorities in charge of waste collection in order to turn this vision into reality, he told participants at the event, supported by the European Snacks Association.

Producers of lightweight plastics say they can make the job of recyclers easier by making crisp packets recyclable. Greater investment in collection and sorting processes will increase the potential for recycling, they argue.

Achim Grefenstein, senior vice president at Constantia Flexibles, a manufacturer of flexible packaging headquartered in Vienna, Austria:

“There are interesting recycling technologies under developmen.”

“Brand owners often ask us whether we can produce packaging with recycled content” or renewable feedstocks produced from agriculture.”

“But today it’s not possible with state-of-the-art recycling technology.”

“Why go for the 'Holy Grail' of recycling when lightweight plastics represent just 1% of plastic consumption?”

“I think then, even incineration is better.”

Plant-based plastics

Manufacturers have sought to innovate by developing alternatives like plant-based plastics as a way of improving the ecological footprint of lightweight packaging.

Achim Grefenstein:

“Biopolymers might be of help to get rid of the dependence on oil.”

“They are a key option for the future.”
However, he warned that such items are not bio-degradable and therefore won’t solve the problem of littering. Achim Grefenstein:

“Today, there is not one single biopolymer that would degrade in the ocean.”

“Most biopolymers just degrade in industrial composting plants. And therefore, you need a collection system anyhow.”
He adds this won’t be a solution for emerging markets in Asia where plastic littering is a major public concern.

Achim Grefenstein:

“I’m not happy to say that, but it’s the sad truth.”
In fact, green activists are quite sceptical of plant-based plastics.

Delphine Lévi Alvarès:

“This is not what we are pushing for.”

“EU policymakers have fallen into the trap of substitution over waste reduction.”
Just like other agricultural crops, plant-based plastics need fertilisers, water and pesticides to grow, Alvarès pointed out, warning this only displaces the environmental impact of plastic pollution into the agriculture sphere. Another concern is that bio-plastics can lead to increased littering because people assume the product is bio-degradable and therefore throw it away quite easily.

The Break Free From Plastic movement, an NGO coalition, has done a brand audit of plastic litter most commonly found on beaches across the world. It found Coca-Cola, PepsiCo, and Nestlé were the three most frequently identified brands, with Coke-branded plastic pollution found in 40 of the 42 participating countries.

Food manufacturers have focused their efforts on consumer campaigns, saying they can go a long way towards the prevention of littering.

Sebastian Emig of the European Snacks Association:

“Plastic packaging is a problem, we’re all aware of it.”

“However, packaging does fill an important role to preserve food from becoming stale or rancid.”

“So it’s also a question about food waste.”
Emig pointed out that packaging also ensures safety and quality of food.

Sebastian Emig:

“We must not forget the consumer.”
Emig said this aspect must be addressed by education campaigns and at the local level, by supporting waste collection and treatment schemes.

In February last year, Coca-Cola announced its World Without Waste initiative, with a commitment to use only recyclable plastic in its bottles by 2025. By 2030, an average of 50% of Coca-Cola bottles will be made from recycled content.

But campaigners say brands should look beyond packaging and focus on the product instead

Delphine Lévi Alvarès:

“You are not selling packaging, you are selling products – food, toys, etc..”

“The product is what’s important, not the packaging that’s around it.”
The good news, she said, is that there are alternatives such as packaging-free supermarkets, which are becoming more popular and also tend to sell healthier foods, produced locally.

Delphine Lévi Alvarès:

“The alternatives are out there and people are asking for it.”
She called on brands and consumers to rethink their approach to packaging.
Companies in this Article
The European Snacks Association (ESA) looks after the interests of the European snack food industry.
Walkers is the market leader in the UK. The company is part of the Pepsico/Frito-Lay concern. Brand names include sensations, wotsits, potato heads, Doritos, Sunbites and quavers.
PepsiCo is one of the world's leading food and beverage companies with over $65 billion in net revenue in 2012 and a global portfolio of brands, including several savory snack brands.