The choice of paperboard is only part of the recycling equation. According to one UK packaging specialist, inks, coatings and laminates can ultimately determine whether fibre-based packaging stays in the paper loop.
The issue has gained renewed attention after food giant Mars disclosed that only two-thirds of its consumer-facing packaging was reusable, recyclable or compostable in 2025. That falls well short of the company’s original 100% target.
Nick Jones, managing director of UK packaging manufacturer Ultragraph, believes brands often focus heavily on responsibly sourced paperboard while overlooking later production decisions that also influence recyclability.
He argues that sustainability should not be treated as a material sourcing exercise alone. Instead, packaging design, printing and finishing should all be considered during product development.
Printing choices matter
Jones says UV inks, coatings and plastic film laminates are all examples of production choices that can complicate paper recycling.
He observes that some UV inks can make de-inking more difficult, leaving pigment residues in recycled fibres. Although newer formulations have improved performance, buyers should discuss recyclability with their print suppliers rather than assuming all products perform equally.
Film lamination presents another challenge. Plastic layers bonded to paperboard may reduce fibre recovery or limit the quality of recycled material, depending on the recycling process available.
‘Most brands think the job is done once they’ve chosen an FSC-certified board,’ Jones adds. ‘That’s a good first step but it’s genuinely only the start. What happens during printing and finishing can undo much of that work.’
Design for recycling
Rather than prescribing one universal solution, brand owners should evaluate every stage of packaging production. Buyers should ask suppliers about ink systems, coatings and whether decorative finishes could be achieved without lamination. In some cases, different suppliers may be better suited for different production steps.
‘Sustainability should not be something you bolt on after selecting the material,’ Jones asserts. ‘The conversation needs to start much earlier if brands want packaging that performs well and remains compatible with recycling.’
This reflects a broader discussion across the packaging industry. While many fibre-based packs are technically recyclable, their real-world performance often depends on the complete package design and the recycling infrastructure available.
As recycled content targets become more demanding across Europe, designers and converters are under increasing pressure to balance product protection, shelf appeal and functionality with high-quality fibre recovery.
For recyclers, that means packaging design decisions made long before their collections have an impact on material quality and circularity.
Don't hesitate to contact us to share your input and ideas. Subscribe to the magazine or (free) newsletter.
