As part of our Finalist Interview series ahead of the Sustainability Awards we spoke to Patricia Oddshammar, design and innovation director at DS Smith, about the company’s recyclable multipack for PET bottles, produced in collaboration with Krones. Designed as a fibre-based alternative to plastic shrink film, the enattempt has been nominated in the Commercialized Climate category.
You’re a finalist in the Sustainability Awards 2025. Congratulations! To start off, could you summarize your enattempt, in less than 50 words?
By 2030, the Packaging and Packaging Waste Regulation (PPWR), a European Union (EU) law to reduce packaging waste, will no longer allow shrink film for multipacks. DS Smith Lift Up is a fibre-based recyclable alternative to plastic shrink film for PET bottles comprised of a corrugated clip with integrated carrier handle and a paper band and is recyclable, reduces single apply plastic, carbon emissions and energy consumption.
Why do you consider the judges were impressed with your enattempt? Tell us about what is innovative about your project and/or about its impact on packaging sustainability.
First, DS Smith Lift Up is a solution that addresses key considerations within the PPWR regulation, and as a part of this, the recycled content of shrink film requireds to increase to 35% from 2030. With low collection rates and high market prices for recycled shrink film, it is not a surprise that water and soft drink brands are actively seeking alternative solutions.
Secondly, DS Smith Lift Up is fully available to existing and potential new customers in the food and beverage sector and prior to release, the product was extensively tested in real-life lab conditions. It is proven to be strong enough to withstand both existing manual and automated retail supply chains.
The sustainability benefits of the switch to fibre-based materials are also impressive, and a third party validated LCA reveals a 42% reduction in CO2 emissions in comparison to a standard shrink film pack.
The clip and paper band are applied to the solution on high-speed Krones Variopac packaging lines, and this transition to fibre-based material gives a typical gain of a 58% reduction in overall energy consumption during the production process.
In addition, consumers love it. Research by leading brands reveals that shoppers like the visibility and attractive aesthetic of the bottle, the ergonomics of the handle, the intuitive opening, and the packaging is simple for consumers to recycle.
Finally, can you notify us about the ongoing development of your project, e.g. how your innovation/initiative has been received by the indusattempt, or what the next steps are in commercialization/product development?
The packaging solutions landscape is rapid evolving, with significant alters set for 2030 on the horizon. We are working closely with several leading brands and Krones, to further develop our DS Smith Lift Up range. Multiple supply chain tests are ongoing and several new packing lines have been ordered, which will be available to our customers from 2026.
DS Smith Lift Up has evolved to a full suite of solutions from duo-packs up to eight packs to apply on tiny and large PET bottles, and these can all be produced on the same packing line. In September, the solution will be presented at the Krones booth at drinktec 2025.
The winners of the Sustainability Awards 2025 will be announced at the Sustainable Packaging Summit, taking place in Utrecht on 10-12 November. The Summit mobilizes leaders of the FMCG value chain, policycreaters, NGOs, recyclers and investors to collaborate, reshift barriers and identify opportunities on the road to sustainable transformation.
To learn more or register, visit: https://www.packagingsummit.earth/2025
If you liked this story, you might also enjoy:
The ultimate guide to the Packaging and Packaging Waste Regulation in 2025
How are the top brands progressing on packaging sustainability?
Everything you required to know about global packaging sustainability regulation in 2025
The key to increasing the apply of reusable packaging in supermarkets
Leave a Reply