The CEFLEX initiative brings together more than 180 European companies, associations and organizations that represent the entire value chain of flexible packaging. To help boost recycling rates and expand sustainable end markets, a team of CEFLEX stakeholders developed a Quality Recycling Process (QRP). The scope of QRP is to mechanically recycle a higher percentage of PE and PP than currently done for non-food contact film applications, since flexible packaging from household waste has very low recycling rates in Europe. After five semi-industrial trials, the final objective is to now build an industrial scale QRP waste processing demonstration plant that will run commercially by 2023. The trials show that flexible packaging waste can indeed be sorted and recycled into fractions that can be made into resins to produce film destined to non-food packaging applications. This can include household cleaning products, like dishwasher tablets.

UPM Specialty Papers and Fazer have jointly developed a new type of packaging for Fazer's Oat Rice Pies. Traditional plastic laminated packaging paper has been replaced with an innovative paper solution, which is easier to recycle and does not compromise the protection it provides the rice pies inside. The award-winning packaging has been recognized in the WorldStar, ScanStar and New Wood competitions and can already be found in the chill food aisles of Finnish supermarkets. The new Fazer Oat Rice Pie packaging is in line with both Fazer's Sustainable Packaging Vision and UPM's Biofore strategy. The new packaging solution is the result of more than two years of long-term development work to ensure the recyclability of the packaging without compromising food safety and the quality of the rice pies.

The World Cup is in full swing, and Café Bustelo is fueling fan excitement through its Game Face World Cup campaign, which blends cultural pride with limited-edition packaging and fun temporary tattoo kits. The initiative transforms the brand’s iconic yellow can into both a collectible item and a platform for fan engagement during one of the world’s biggest sporting events. Through June and July, more than one million limited-edition Game Face coffee cans will feature artwork celebrating the culture of four countries tied to the heritage of Café Bustelo: Argentina, Brazil, Colombia, and Mexico. And tucked on top the lid of each of these cans are vibrantly colored temporary tattoo kits that celebrate and honor the culture, heritage, and symbolism of each country.