In December 2024, the European Council formally adopted the Packaging and Packaging Waste Regulation (PPWR), which came into effect in February 2025. This regulation introduces stricter requirements for the recycling, reuse, and disposal of packaging waste.
I. Phasing Out "Theoretically Recyclable" Claims
The PPWR establishes a full life-cycle monitoring framework for recycling efficiency. According to the regulation, with certain specific exemptions, all packaging must meet the following phased targets:
- By 2030, all packaging must comply with "design for recycling" criteria, and the actual recycling rate must reach 70%;
- By 2035, packaging must achieve "high-quality recycling," meaning recycled materials must be recycled into the same material, completely eliminating the formalism of "theoretically recyclable."
This shift requires the plastic packaging industry to move away from the linear model of "produce – use – discard" and transition toward a circular system of "produce – use – recycle – regenerate." Notably, the PPWR explicitly states that packaging design must align with existing recycling technologies. Companies are not only required to design packaging that is "theoretically recyclable," but must also report actual recycling data by weight starting in 2030 (instead of theoretical estimates). From 2035 onward, more stringent "true recycling" assessment standards will be applied, requiring companies to ensure that their packaging can genuinely enter the recycling loop.
II. Requirements for Recycled Material Content
The PPWR sets clear requirements for the use of recycled materials in plastic packaging. All packaging labels must clearly indicate the specific percentage of recycled materials used and their applicable scope.
Article 7 of the regulation specifies the minimum required content of post-consumer recycled plastic (PCR) for different types of plastic packaging. These requirements must be met by January 1, 2030, January 1, 2040, or within three years of the regulation's effective date, whichever is latest. See the figure below for details.
III. Coca-Cola's Response to the New EU Regulations
In May 2025, Coca-Cola, a global leader in the beverage industry, made significant adjustments to its recycling communication strategy for plastic bottles. The company decided to discontinue the use of the "100% recycled plastic" claim to more accurately reflect the actual recycling situation of its bottles. Additionally, it simplified the slogan from "Recycle me again" to "Recycle me," aiming to eliminate consumer misconceptions about PET plastic bottles being "infinitely recyclable." Furthermore, Coca-Cola plans to complete the global update of its labels by the end of 2025. This adjustment reflects both the company's commitment to its sustainability philosophy and its proactive response to EU regulatory requirements.
In terms of packaging, Coca-Cola is committed to increasing the proportion of recycled materials in its primary packaging, aiming to raise the global usage rate of recycled plastic to 30–35%. Simultaneously, the company strives to ensure that at least 70–75% of its bottles and aluminum cans are effectively recycled each year. In 2024, Coca-Cola introduced a new bottle design that reduces weight by 2.5 grams. The company continues to enhance the environmental performance of its packaging through weight reduction and label-free designs.
IV. Major Brands Jointly Promoting a Circular Economy
Nestlé: Reducing Virgin Plastic Use
As one of the world's largest food and beverage companies, Nestlé's plastic recycling strategy emphasizes packaging recyclability and reducing virgin plastic use. According to Nestlé's official website and related reports, its goal is to ensure that over 95% of its plastic packaging is designed for recycling by 2025, with a commitment to making 100% of its packaging recyclable or reusable. Additionally, Nestlé plans to reduce its use of virgin plastic by one-third by 2025.
Adidas: Using Recycled Ocean Plastic
Adidas has demonstrated outstanding performance in sustainable fashion, with its plastic recycling strategy centered around recycled polyester. In 2024, Adidas announced that 99% of the polyester used in its products is recycled, far exceeding its 2024 target of completely eliminating virgin plastic. This achievement is largely due to its partnership with Parley for the Oceans, which transforms plastic waste collected from oceans and coastlines into materials for shoes and apparel. For example, Adidas's Parley Ocean Plastic series uses at least 50% recycled ocean plastic, significantly reducing the threat of plastic pollution to marine ecosystems.
Volkswagen: Using Recycled Plastic for Interior Parts
As a leading global automaker, Volkswagen's "Think Blue. Factory." initiative is a core part of its sustainability efforts, aiming to reduce its environmental footprint by optimizing production processes. According to Volkswagen's 2024 Sustainability Report, the program has already achieved an 85% recycling rate for production waste, with a goal of reaching 100% by 2025.
At its Wolfsburg plant in Germany, Volkswagen repurposes plastic waste for producing interior components such as dashboards and door panels. This circular approach not only reduces the use of new plastic but also lowers carbon emissions during production. For instance, in 2024, the plant reduced approximately 15,000 tons of plastic waste from entering landfills through recycling. The facility employs advanced mechanical recycling technology to separate and reprocess mixed plastic waste into high-quality raw materials that meet the stringent standards required for automotive interiors. Additionally, the company collaborates with suppliers to promote the use of recycled plastic, such as incorporating recycled polyester fibers in seats and carpets.
V. Kitech's commitment to a Greener Planet
As a leading manufacture in plastic recycling technology, Kitech Machinery empowers industries worldwide with smarter, sustainable solutions. Our mission? To turn the tide on plastic waste-efficiently, profitably, and responsibly."
- Plastic Pelletizing Machine: Turn scraps into premium-grade pellets with precision efficiency.
- Plastic Recycling & Washing Machine: Transform contaminated plastics into ready-to-reuse flakes.
- Shredders & Crushers: Crush bulky waste effortlessly for seamless downstream processing.
- Squeezer & Dehydrator: Applied for drying LDPE industry film/bag and PP woven bags - perfect for high-moisture plastics!
Contact our engineering team to configure a best solution for your specific material and throughput requirements.
Email: remond@kitechpm.com
Contact Us: https://www.kitechrecycle.com/contact-us
