{"id":853344,"date":"2025-10-27T16:56:17","date_gmt":"2025-10-27T15:56:17","guid":{"rendered":"https:\/\/www.milk-food.de\/faq\/regulatorik-handel\/welche-regulatorischen-handelsseitigen-anforderungen-gelten-heute-im-food-packaging\/"},"modified":"2026-03-17T16:15:36","modified_gmt":"2026-03-17T15:15:36","slug":"what-regulatory-and-retail-requirements-apply-to-food-packaging-today","status":"publish","type":"page","link":"https:\/\/www.milk-food.de\/en\/faq\/regulation-trade\/what-regulatory-and-retail-requirements-apply-to-food-packaging-today\/","title":{"rendered":"What regulatory and retail requirements apply to food packaging today?"},"content":{"rendered":"\n<h1 class=\"wp-block-heading\" id=\"h-welche-regulatorischen-amp-handelsseitigen-anforderungen-gelten-heute-im-food-packaging\">What regulatory and retail requirements apply to food packaging today?<\/h1>\n\n<p class=\"has-larger-font-size wp-block-paragraph\">The food and beverage packaging industry is under increasing regulatory and trade policy pressure. New EU regulations, stricter trade requirements and increasing transparency expectations are creating an immediate need for action for brands, manufacturers and retailers.   <\/p>\n\n<p class=\"has-larger-font-size wp-block-paragraph\">On this page, we explain which requirements are currently relevant, how they affect packaging design and materials and how brands are strategically mastering these challenges.<\/p>\n\n<h2 class=\"wp-block-heading is-style-sans-serif has-2-xl-font-size\" id=\"h-inhaltsverzeichnis\">Table of contents<\/h2>\n\n<ol class=\"wp-block-list\">\n<li><a href=\"#h-was-bedeutet-regulatorik-amp-handel-im-verpackungskontext\">What does regulation &amp; trade mean in the packaging context?<\/a><\/li>\n\n\n\n<li><a href=\"#h-zentrale-regulatorische-anforderungen-im-uberblick\">Overview of key regulatory requirements<\/a><\/li>\n\n\n\n<li><a href=\"#h-beispiele-aus-der-praxis\">Practical examples from brand and packaging practice<\/a><\/li>\n\n\n\n<li><a href=\"#h-herausforderungen-amp-zukunftige-entwicklungen\">Challenges &amp; future developments<\/a><\/li>\n\n\n\n<li><a href=\"#h-fazit\">Conclusion &amp; recommendation for action<\/a><\/li>\n<\/ol>\n\n<h3 class=\"wp-block-heading\" id=\"h-was-bedeutet-regulatorik-amp-handel-im-verpackungskontext\">What does regulation &amp; trade mean in the packaging context?<\/h3>\n\n<p class=\"wp-block-paragraph\">By &#8220;Regulatory &amp; Retail&#8221; in the packaging environment, we mean all legal requirements as well as retail and market requirements that food packaging must fulfill. These include requirements for recyclability, traceability, consumer communication, use of materials and specific trade guidelines (private label, shelf impact, logistics requirements). <br\/>For brands in the food &amp; beverage segment, this means that packaging is no longer just a wrapper &#8211; it is a regulated, strategic product element that combines design, choice of materials, communication and supply chain.<\/p>\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button is-style-rounded-with-icon\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/www.milk-food.de\/en\/service\/final-artwork\/\">Our Final Artwork Service<\/a><\/div>\n<\/div>\n\n<div class=\"wp-block-group alignfull has-dark-background-color has-background is-layout-constrained wp-container-core-group-is-layout-5be09c9d wp-block-group-is-layout-constrained\" style=\"margin-top:var(--wp--preset--spacing--60);margin-bottom:var(--wp--preset--spacing--60);padding-top:var(--wp--preset--spacing--80);padding-right:0;padding-bottom:var(--wp--preset--spacing--80);padding-left:0\">\n<h2 class=\"wp-block-heading is-style-sans-serif has-2-xl-font-size\" id=\"h-zentrale-regulatorische-anforderungen-im-uberblick\">Overview of key regulatory requirements<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-welche-regularien-gelten-im-packaging-design-heute-und-morgen\">What regulations apply to packaging design today and tomorrow?<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Packaging and Packaging Waste Regulation (PPWR) (EU):<\/strong> New EU regulation on packaging and packaging waste with specifications on recyclability, minimum recyclate content, reuse and harmonization of member states.<\/li>\n\n\n\n<li>**Empowering Consumers Directive (EmpCo) or Consumer Communication Directive: legislation against greenwashing, transparency obligations for environmental claims, new requirements for packaging texts and packaging eco-claims.<\/li>\n\n\n\n<li><strong>Retail and private label standards:<\/strong> Retailers today demand packaging with clear environmental, recycling and logistics criteria (e.g. reduced material diversity, standardized artwork templates, shelf impact score).<\/li>\n\n\n\n<li><strong>Supply chain transparency &amp; Digital Product Passport (DPP):<\/strong> In future, packaging must provide digital information on material composition, recyclability and origin (e.g. via QR code).<\/li>\n\n\n\n<li><strong>Design for recycling &amp; material specifications:<\/strong> From certain points in time, packaging must be designed in such a way that it can be recycled efficiently, e.g. mono-materials instead of composites, reduction of plastics, separation of materials.<\/li>\n<\/ul>\n<\/div>\n\n<h2 class=\"wp-block-heading is-style-sans-serif has-2-xl-font-size\" id=\"h-beispiele-aus-der-praxis\">Examples from practice<\/h2>\n\n<h3 class=\"wp-block-heading\" id=\"h-empco-ready-packaging\">EmpCo Ready Packaging<\/h3>\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" width=\"2560\" height=\"1440\" src=\"https:\/\/www.milk-food.de\/wp-content\/uploads\/2024\/07\/MILK-GreenClaimsDirective-PackDesign-02.jpg\" alt=\"\" class=\"wp-image-832141\" srcset=\"https:\/\/www.milk-food.de\/wp-content\/uploads\/2024\/07\/MILK-GreenClaimsDirective-PackDesign-02.jpg 2560w, https:\/\/www.milk-food.de\/wp-content\/uploads\/2024\/07\/MILK-GreenClaimsDirective-PackDesign-02-960x540.jpg 960w, https:\/\/www.milk-food.de\/wp-content\/uploads\/2024\/07\/MILK-GreenClaimsDirective-PackDesign-02-1920x1080.jpg 1920w, https:\/\/www.milk-food.de\/wp-content\/uploads\/2024\/07\/MILK-GreenClaimsDirective-PackDesign-02-768x432.jpg 768w, https:\/\/www.milk-food.de\/wp-content\/uploads\/2024\/07\/MILK-GreenClaimsDirective-PackDesign-02-1536x864.jpg 1536w, https:\/\/www.milk-food.de\/wp-content\/uploads\/2024\/07\/MILK-GreenClaimsDirective-PackDesign-02-2048x1152.jpg 2048w, https:\/\/www.milk-food.de\/wp-content\/uploads\/2024\/07\/MILK-GreenClaimsDirective-PackDesign-02-480x270.jpg 480w, https:\/\/www.milk-food.de\/wp-content\/uploads\/2024\/07\/MILK-GreenClaimsDirective-PackDesign-02-200x113.jpg 200w\" sizes=\"auto, (max-width: 2560px) 100vw, 2560px\" \/><\/figure>\n\n<p class=\"wp-block-paragraph\">The EmpCo Directive<a href=\"https:\/\/info.link\/de\/resources\/leitfaden-zur-eu-richtlinie-zur-strkung-der-verbraucher-empco\" target=\"_blank\" rel=\"noreferrer noopener\">(white paper<\/a>) adopted in January 2024 is part of the EU strategy against greenwashing and requires brands to communicate more clearly and transparently with consumers. In future, environmental claims such as &#8220;green&#8221; or &#8220;environmentally friendly&#8221; must be explained and substantiated. It must also be possible to substantiate all claims that could indicate a particular environmental performance. The EmpCo regulations will be binding from September 2026.   <\/p>\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button is-style-rounded-with-icon\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/www.milk-food.de\/en\/service\/empco-ready-packaging\/\">Learn more about it<\/a><\/div>\n<\/div>\n\n<div class=\"wp-block-group alignfull has-dark-background-color has-background is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:var(--wp--preset--spacing--60);margin-bottom:var(--wp--preset--spacing--60);padding-top:var(--wp--preset--spacing--80);padding-bottom:var(--wp--preset--spacing--80)\">\n<h2 class=\"wp-block-heading is-style-sans-serif has-2-xl-font-size\" id=\"h-herausforderungen-amp-zukunftige-entwicklungen\">Challenges &amp; future developments<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-neue-anforderungen-im-packaging-okosystem\">New requirements in the packaging ecosystem<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Regulation and retail are profoundly changing the packaging ecosystem. Brands must combine creative freedom, brand impact and technical\/legal requirements &#8211; a challenging balance that requires strategic planning and operational agility. <\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-gesetzliche-komplexitat-amp-umsetzung\">Legal complexity &amp; implementation<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">The multitude of regulations (e.g. PPWR, EmpCo, national regulations) requires a solid understanding in order to minimize brand risks and implement compliance efficiently.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-handels-und-marktanforderungen-im-wandel\">Changing trade and market requirements<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Retail partners are increasingly defining their own packaging criteria (recyclability, logistics optimization, standard artwork). Brands have to redesign processes to meet these requirements. <\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-material-und-design-restriktionen\">Material and design restrictions<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Freedom of design is restricted by law and trade: Composite materials are being critically examined, recyclability is becoming mandatory, traceability is becoming the rule. Brand and packaging design must take these framework conditions into account. <\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-digitalisierung-amp-datenintegration\">Digitization &amp; data integration<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">The Digital Product Passport (DPP) and networked supply chains require digital infrastructure, data transparency and new processes &#8211; packaging is becoming part of the information system.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-markenvertrauen-amp-kommunikation\">Brand trust &amp; communication<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">The challenge for brands is to communicate compliance with regulations in a credible way &#8211; for example, through transparent claims, complete evidence and clear consumer information.<\/p>\n<\/div>\n\n<h2 class=\"wp-block-heading is-style-sans-serif has-2-xl-font-size\" id=\"h-fazit\">Conclusion<\/h2>\n\n<h3 class=\"wp-block-heading\" id=\"h-handlungsempfehlung\">Recommendation for action<\/h3>\n\n<p class=\"wp-block-paragraph\">Regulation and trade are presenting packaging in the food &amp; beverage segment with new challenges &#8211; but also strategic opportunities. Brands that integrate packaging compliance into their strategy at an early stage are not only investing in legal certainty, but also in brand value, differentiation and future viability. <\/p>\n\n<p class=\"is-style-sans-serif has-large-font-size wp-block-paragraph\"><strong>Recommendations<\/strong>:<\/p>\n\n<ul class=\"wp-block-list\">\n<li>Packaging check &#8211; with regard to material, artwork, process.<\/li>\n\n\n\n<li>Development of a packaging strategy for 2030+ with a view to trading partners and legislators.<\/li>\n\n\n\n<li>Integration of digital solutions (QR codes, DPP) in packaging communication.<\/li>\n\n\n\n<li>Transparent communication &#8211; avoiding misleading environmental claims.<br\/><\/li>\n<\/ul>\n    <aside id=\"\"\n           class=\"contact\">\n\t\t            <div class=\"contact__title\">This is how you get in touch with us via e-mail or phone.<\/div>\n\t\t\n        <div class=\"contact__grid\">\n\t\t\t\n            <div class=\"contact__details\">\n\t\t\t\t\n\t\t\t\t                    <a class=\"contact__item\" href=\"mailto:h&#101;&#108;&#108;&#111;&#64;m&#105;lk&#45;f&#111;&#111;&#100;.&#100;e\"\n                       target=\"_blank\">\n                            <span class=\"contact__icon icon\">\n                                <svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" height=\"24\" viewBox=\"0 0 24 24\" width=\"24\">\n    <path fill=\"currentColor\"\n          d=\"M20 4H4c-1.1 0-1.99.9-1.99 2L2 18c0 1.1.9 2 2 2h16c1.1 0 2-.9 2-2V6c0-1.1-.9-2-2-2zm0 4l-8 5-8-5V6l8 5 8-5v2z\"\/>\n<\/svg>\n                            <\/span>\n                        <span class=\"contact__label\">\n                          hello&#64;mil&#107;&#45;f&#111;od&#46;&#100;e                        <\/span>\n                    <\/a>\n\t\t\t\t\n\t\t\t\t                    <a class=\"contact__item\"\n                       href=\"tel:+496980087170\"\n                       target=\"_blank\">\n                        <span class=\"contact__icon icon\">\n                            <svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" height=\"24\" viewBox=\"0 0 24 24\" width=\"24\">\n    <path fill=\"currentColor\"\n          d=\"M6.62 10.79c1.44 2.83 3.76 5.14 6.59 6.59l2.2-2.2c.27-.27.67-.36 1.02-.24 1.12.37 2.33.57 3.57.57.55 0 1 .45 1 1V20c0 .55-.45 1-1 1-9.39 0-17-7.61-17-17 0-.55.45-1 1-1h3.5c.55 0 1 .45 1 1 0 1.25.2 2.45.57 3.57.11.35.03.74-.25 1.02l-2.2 2.2z\"\/>\n<\/svg>\n                        <\/span>\n                        <span class=\"contact__label\">\n                            +49-69-8008717-0                        <\/span>\n                    <\/a>\n\t\t\t\t\n\t\t\t\t                        <a class=\"contact__item\"\n                           onclick=\"Calendly.showPopupWidget('https:\/\/calendly.com\/katrinleukroth');return false;\"\n                           href=\"https:\/\/calendly.com\/katrinleukroth\"\n                           rel=\"noopener\" target=\"_blank\">\n                            <span class=\"contact__icon icon\">\n                                <svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" height=\"24px\" viewBox=\"0 0 24 24\" width=\"24px\" fill=\"#000000\"><path d=\"M0 0h24v24H0V0z\" fill=\"none\"\/><path d=\"M19 3h-1V1h-2v2H8V1H6v2H5c-1.11 0-1.99.9-1.99 2L3 19c0 1.1.89 2 2 2h14c1.1 0 2-.9 2-2V5c0-1.1-.9-2-2-2zm0 16H5V9h14v10zm0-12H5V5h14v2zm-2 5h-5v5h5v-5z\"\/><\/svg>\n                            <\/span>\n                                                            <span class=\"contact__label\">Schedule a meeting<\/span>\n                                                    <\/a>\n\n                        <link href=\"https:\/\/calendly.com\/assets\/external\/widget.css\" rel=\"stylesheet\">\n                        <script src=\"https:\/\/calendly.com\/assets\/external\/widget.js\" type=\"text\/javascript\"><\/script>\n                                                <\/div>\n        <\/div>\n    <\/aside>\n","protected":false},"excerpt":{"rendered":"<p>What regulatory and retail requirements apply to food packaging today? The food and beverage packaging [&hellip;]<\/p>\n","protected":false},"author":29,"featured_media":841547,"parent":851915,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"class_list":["post-853344","page","type-page","status-publish","has-post-thumbnail","hentry"],"acf":{"activate_as_landingpage":false,"reading_list_title":"","reading_list_items":null,"show_in_compass":false,"title_in_compass":"","display_mini_user_guide":false},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.2 (Yoast SEO v28.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>What regulatory and retail requirements apply to food packaging today? - MILK.<\/title>\n<meta name=\"description\" content=\"What regulatory and retail requirements apply to food packaging today? PPWR, DPP and more. 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