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PPWR packaging

Your Strategic Partner in the PPWR Transition

The European packaging landscape is changing fundamentally. The Packaging and Packaging Waste Regulation (PPWR) is not just advice; it is a law that affects every business in the EU. At PouchDirect, we translate these complex rules into workable solutions. We ensure you meet tomorrow's standards so you can focus on your growth today.

What is the PPWR exactly?

The PPWR is the new European regulation governing the entire lifecycle of packaging. The EU aims to stop the growing mountain of waste and become independent regarding raw materials. Unlike previous directives, this is a Regulation (EU) 2025/40: one central law that applies directly to every country in the EU. This finally creates a level playing field for all entrepreneurs.

Why Stand-Up Pouches are the Ideal PPWR Packaging

The PPWR looks at the total environmental impact. Stand-up pouches score exceptionally high on these criteria:

Material Reduction: A pouch weighs up to 70% less than glass, cans or rigid plastic packaging. Less material means lower waste taxes.
Transport Efficiency: Unprinted pouches take up minimal space. You can transport millions of pouches in a single truck, whereas jars or bottles would require dozens.
Mono-material Revolution: Our mono-material pouches are fully recyclable within the new EU waste streams.

The Three Pillars of Future-Proof Packaging

Sustainability only succeeds when the balance is right. We safeguard three essential values for your brand:

Maximum Recyclability: We guide your transition to mono-materials that meet the strictest recycling standards of 2030.
Product Quality Preservation: Sustainability must never lead to food waste. We advise you on barriers that protect your product from light, air, and moisture.
Consumer Safety: Every material change must guarantee health. We work exclusively with certified, food-safe materials.

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PPWR roadmap: key deadlines for businesses

The path towards 2035 has largely been defined. We closely monitor regulatory developments and help you prepare your packaging for new requirements in good time.

Year	Legislation and regulation	What this means for your packaging
2026	PPWR application and PFAS limits. The PPWR will generally apply from 12 August 2026. From that date, food-contact packaging may no longer be placed on the market if it contains PFAS above the specified limits.	Review the material specifications of your current packaging together with us. Request the available compliance information and verify whether the materials used are suitable for their intended application.
2027	Market development: GS1 Ambition 2027. The retail sector is working towards making point-of-sale systems worldwide capable of processing both traditional linear barcodes and 2D codes by the end of 2027. This is a voluntary industry initiative and not a PPWR requirement. Linear barcodes will therefore not automatically be fully replaced in 2027.	Allow sufficient space for a GS1-compliant 2D code when making future design changes. During the transition period, a linear barcode and a 2D code may need to appear alongside each other.
2028	Harmonised packaging labels. Harmonised EU labels for packaging material composition and waste separation will be introduced. The requirements will generally apply from 12 August 2028 or 24 months after the relevant implementing rules enter into force, whichever date is later.	Reserve sufficient space on your artwork or label. Update the markings once the final symbols and application rules have been established.
2030	Packaging minimisation and empty space. Packaging must be reduced in weight and volume to what is functionally necessary. Grouped packaging, transport packaging and e-commerce packaging will generally be subject to a maximum empty-space ratio of 50%.	Review the packaging format, filling volume and required level of product protection. We can help you select a pouch that fits your product and avoids unnecessary empty space.
2030	Design for recycling and recycled content. From 2030, packaging must be designed for recycling in accordance with defined criteria. Certain plastic packaging formats will also be subject to minimum levels of post-consumer recycled content. The exact percentages and exemptions will depend on the packaging type and its intended use.	Check whether a recyclable mono-material such as PE or PP is suitable for your product and its required barrier properties. Only communicate claims about recyclability and recycled content when they are specific and supported by evidence.
2035	Recycling at scale. Legislation and regulation: recycling at scale. From 2035, packaging must not only be designed for recycling. It must also be demonstrably collected, sorted and recycled at scale.	Consider both the material structure and the available sorting and recycling infrastructure. PouchDirect can help you assess packaging solutions and prepare them for future requirements.

Sunrise 2027: This is the global shift in retail from traditional barcodes to 2D codes (like QR codes). QR codes give you space for extra info on shelf life, origin, and recycling.

National Compliance: Your Action Plan per Country

The PPWR is an EU law, but national governments manage the implementation. Use this overview to identify your local registration points and the parties responsible for execution, control, and official guidance.

Country	National Law / System Name	Where to Register	Execution & Control
Sweden	EPR for Packaging	Naturvårdsverket portal	Control: Naturvårdsverket.
Denmark	Producer Responsibility	DPA	Control: DPA.
Finland	Producer Responsibility	Rinki platform	Execute: Rinki. Control: ELY Centre.
Norway**	EPR for Packaging	Grønt Punkt Norge	Execute: PRO structure. Control: Env. Agency.
Netherlands	UPV Verpakkingen	Verpact (formerly Afvalfonds)	Execute: Verpact. Control: ILT.
Germany	Verpackungsgesetz (VerpackG)	LUCID Packaging Register	Execute: Dual Systems. Control: ZSVR.
France	REP (filière EMPAP)	SYDEREP (ADEME)	Control: ADEME. Execute: Citeo or Léko.
Spain	Real Decreto 1055/2022	MITECO Register	Control: MITECO. Execute: Ecoembes.
Italy	DLGS 152/2006	CONAI Portal	Control: CONAI. Execute: Consortia.
Poland	BDO System	BDO (Waste Database)	Control: Marshal's Office. Execute: PROs.
Austria	VVO 2014 (updated)	EDM Portal	Control: BML. Execute: ARA or ERP.
Belgium	IVR / IVIE	Fost Plus / Valipac	Control: Interregional Pack. Commission.

**Norway: Although non,EU, Norway follows most rules via the EEA agreement. Only companies with a Norwegian VAT number register at a PRO directly.

Other Countries

Europe consists of many more markets, such as Portugal, Ireland, Switzerland, and many more. Each region applies the PPWR framework through its own local authorities and registration systems. Are you selling in a country not listed in our table? Ask us for advice. We provide the material data you need to satisfy any national authority in the EU.

PouchDirect: Expertise Beyond the Pouch

The PPWR impacts every part of your process. This ranges from dosing with measuring scoops to sealing with professional sealers. Even small details, like your choice of tin-ties, influence the final recyclability. PouchDirect shares in-depth packaging expertise to make your entire chain PPWR-proof.

PPWR packaging

What is the PPWR and when does it come into effect?

The PPWR (Regulation EU 2025/40) stands for the Packaging and Packaging Waste Regulation. It is the latest European packaging law, specifically created to make packaging rules stricter and much more consistent across Europe. A crucial part of this new legislation is Article 5, which focuses heavily on so-called 'substances of concern', such as heavy metals and PFAS. These specific rules will officially come into effect on August 12, 2026. From that day forward, they will apply directly and without any exceptions across all EU Member States.

Do PouchDirect pouches comply with the PFAS restrictions in Article 5 of the PPWR?

Yes, you can use our packaging with complete peace of mind! Our pouches fully comply with the new PFAS restrictions. Article 5 of the PPWR sets strict limits for food contact packaging: there is a maximum of 25 ppb per individual PFAS substance, a maximum of 250 ppb in total, and a maximum of 50 ppm if you include polymeric PFAS. For all the materials and structures we offer, our suppliers have officially declared that no PFAS has been intentionally added. This means our products are perfectly in line with the new standard, ensuring your packaging is safe and compliant.

Is a laboratory report always required for the PFAS declaration?

No, a lab report is not required by default. According to Article 5 of the PPWR, you are not obligated to prove compliance with the PFAS limits using a laboratory report. A simple written declaration from the manufacturer stating that no PFAS has been intentionally added is a completely valid and sufficient basis. You only need a lab report with concrete figures if PFAS is actually present in a product, or if the manufacturer cannot provide such a declaration. So, in most cases, you are good to go without any extra paperwork!

Are there also limits for heavy metals?

Yes, in addition to PFAS, there are also strict limits for heavy metals that you need to take into account. Article 5 of the PPWR sets a combined maximum limit of 100 mg/kg for lead, cadmium, mercury, and hexavalent chromium. Fortunately, this isn't a major change or any reason to worry! This limit is actually not new; it originally comes from the older Directive 94/62/EC. It has simply been carried over unchanged into the new PPWR. So, if you were already compliant with the old rules, you are still good to go!

Will I receive a Declaration of Conformity (DoC) with an explicit reference to Article 5 of the PPWR?

Yes, we make sure your paperwork is completely in order! In our Declaration of Conformity (DoC), you will find an explicit reference to Article 5 of the new Regulation (EU) 2025/40 (the PPWR). Besides that, the document naturally includes the familiar references to existing food contact legislation, such as Regulation (EC) 1935/2004 and Regulation (EU) 10/2011. Do you need this document to complete your own compliance file? You can always easily request this documentation from us.

What applies to stock I received before August 12, 2026?

There is an important rule for your older stock regarding the moment of filling. The European Commission states that unfilled sales packaging (like our empty pouches) is legally "placed on the market" at the exact moment you fill and seal them, and not when we deliver them to you. Practically, this means that any stock you fill and sell after August 12, 2026, will also fall under the new PPWR requirements, regardless of when we delivered the empty pouches. But don't worry at all! Just get in touch with us regarding this existing stock. We will gladly send you the updated declaration for each material structure, so you can simply use your current stock without having to reorder your products.

Who is responsible for PPWR compliance in the supply chain?

Within the supply chain, we all share the responsibility to comply with the PPWR. In this process, PouchDirect acts as the importer and distributor of the empty packaging. However, the moment you fill the pouches and place them on the market as a filled product under your own brand, you (as the filler or brand owner) are responsible for the reporting and registration obligations (such as with your national packaging registers). Of course, we won't leave you out in the cold! We fully support you in this obligation by providing all the necessary technical documentation regarding the packaging itself. Together, we will make sure everything is perfectly sorted!

Must I discard my current stock immediately?

No, transition periods exist. PouchDirect advises ordering PPWR-proof pouches now, preventing unsellable stock in the future.

Can I keep using labels or stickers on my pouches?

Yes, but monitor the material. PouchDirect recommends labels made from the same material as the pouch, such as a PE-sticker on a PE-pouch. This keeps the entire package a mono,material and prevents your pouch from ending up in an incinerator due to a "polluting" label.

Does the PPWR apply to small businesses?

Yes, the law applies to everyone placing packaged products on the European market. PouchDirect supports everyone, from the starting coffee roaster to the large purchase manager.

Are recycled materials (PCR) food,safe?

Absolutely, PouchDirect uses only PCR material meeting the strictest EFSA standards. Food safety remains our non,negotiable requirement.

What happens if I fail to comply with the PPWR?

The EU enforces strict rules with fines and potential sales bans. PouchDirect ensures you stay ahead of these risks.

Why PouchDirect Acts as Your Guide

With 15 years of experience and 10,000+ customers in Europe, PouchDirect leads as the specialist in stand-up pouches. Our value goes beyond our 3 million pouches in stock and 600+ products. PouchDirect translates complex legislation into a safe stock and a worry-free future for your brand.

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