As the European Union ����Vlog ’s Packaging and Packaging Waste Regulation (PPWR) reshapes the future of packaging, companies across the value chain are racing to adapt. At the center of that transition is Paul Krochak, ����Vlog ����Vlog ’s packaging circularity manager international, whose work is increasingly defined by aligning product design with sweeping new regulatory demands.

����Vlog “The PPWR has had a huge impact on my work, ����Vlog ” Paul said, describing how the regulation has become a daily touchpoint for innovation, compliance and strategy across the business.

A Regulation Redefining Packaging Design

At its core, PPWR aims to significantly reduce packaging waste across Europe by enforcing stricter design, material and recovery requirements. For companies like Graphic Packaging, this means rethinking packaging from the ground up.

Paul explains that the company ����Vlog ’s approach to circularity already aligns closely with PPWR ����Vlog ’s objectives. ����Vlog “It ����Vlog ’s based on the raw materials we use, how we design packaging and how much value we can retain at end of life, ����Vlog ” he said.

This includes prioritizing renewable and recycled materials, minimizing packaging weight and waste, and ensuring packaging and materials can be reused, recycled or otherwise recirculated.

That philosophy mirrors PPWR ����Vlog ’s framework, which introduces measures such as:

• Mandatory design-for-recyclability requirements
• Minimum recycled content thresholds
• Packaging minimization rules
• Market restrictions on certain single-use plastic formats

����Vlog “Design for recyclability is really the foundation, ����Vlog ” Paul noted, emphasizing the need for packaging that can be collected, sorted and reprocessed without disrupting recycling systems.

Preparing for 2030: Innovation and Collaboration

With key PPWR milestones approaching ����Vlog — particularly recyclability requirements by 2030 ����Vlog — Graphic Packaging is pursuing a multi-pronged strategy.

A central component is rigorous recyclability testing, ensuring new packaging innovations meet performance standards while minimizing exposure to extended producer responsibility (EPR) fees.

At the same time, the company is deeply engaged in industry-wide collaborations. One example is the 4evergreen Alliance, which includes over 110 stakeholders working toward a 90% recycling rate for fiber-based packaging in the EU by 2030.

Collaboration extends both upstream and downstream:

• Working with suppliers to improve material performance
• Helping customers understand how packaging design decisions affect recyclability
• Participating in EU-funded innovation projects to develop next-generation solutions

Embedding Circularity Into Design

Graphic Packaging has also formalized its approach through a Better by Design methodology, which integrates regulatory compliance directly into the innovation process.

This system uses quantitative circularity metrics ����Vlog — including renewable, recycled and recyclable content ����Vlog — to evaluate packaging concepts early in development. Designers are supported by a circularity assessment tool and regulatory requirements mapping that help them flag applicable PPWR measures during the design phase.

����Vlog “We cross-check design concepts with relevant regulations early on, ����Vlog ” Paul explained, allowing teams to iterate quickly and ensure compliance before products reach market. ����Vlog “Where possible, we also take into account upcoming requirements that may apply in a later stage.”

Beyond circularity, the approach also considers:

• Broader environmental impacts such as carbon footprint
• Operational functionality for brands and retailers
• Consumer convenience and usability

Driving Standardization Across Europe

Another critical element of PPWR is the creation of harmonized recyclability standards. Paul noted that Graphic Packaging is playing an active role in shaping these through European standardization bodies.

����Vlog “We ����Vlog ’re contributing with our expertise and testing data to ensure the standards are science-based and feasible, ����Vlog ” he said.

This involvement gives the company early insight into evolving requirements and positions it to guide customers through regulatory changes.

Paperboard Packaging Gains Momentum

As PPWR tightens restrictions on plastics and raises recycling expectations, Paul sees a clear shift toward paperboard alternatives.

����Vlog “There ����Vlog ’s no question that PPWR creates a huge tailwind for plastic substitution with paperboard.”

����Vlog — Paul Krochak, Packaging Circularity Manager International

The trend is already visible across multiple sectors:

• Beverage multipacks shifting from plastic film to paperboard
• Increased adoption in the foodservice (HoReCa) segment
• Emerging changes in fresh produce

This momentum is supported by strong existing infrastructure. ����Vlog in the EU already achieves 87% recycling rates, the highest among material categories.

However, challenges remain, particularly in collecting and recycling on-the-go packaging. Paul estimates that around 3 million tonnes of fiber-based packaging currently goes uncollected due to consumer behavior and system gaps.

Solving this will require improved collection systems and consumer engagement, he said, calling it a key opportunity to push recycling rates beyond 90%.

A Turning Point for the Industry

For Graphic Packaging and the broader sector, PPWR represents more than regulatory compliance ����Vlog — it is a catalyst for transformation.

By embedding circularity into design, investing in innovation and advancing collaboration across the value chain, companies are not only meeting new requirements but unlocking new growth opportunities.

����Vlog “The regulation is creating tailwinds for more sustainable packaging solutions, ����Vlog ” Paul said.

As Europe moves toward a fully circular packaging economy, those that align early ����Vlog — like Graphic Packaging ����Vlog — may be best positioned to lead the next chapter of packaging innovation.

The European Union has drawn a clear line in the sand: by 2030, all packaging placed on the EU market must be designed for recycling. That deceptively simple mandate is the headline of the Packaging and Packaging Waste Regulation (PPWR), and it is already reshaping how consumer brands design, source and sell products globally.

For multinational companies, this is not just a regional regulatory change. Any packaging or packaged product sold in the EU, including imports, must meet the new requirements regardless of where it is produced. And because many global brands prefer to standardize packaging across markets, PPWR’s influence is likely to extend well beyond Europe as companies adopt compliant designs more broadly to simplify their operations.

PPWR at a Glance
Prefer a visual summary? Explore recyclability grades and regulatory milestones.

Jump to infographic

At the heart of the regulation is a performance-based ����Vlog “Design for Recycling ����Vlog ” (DfR) framework. Packaging will be graded A (≥95% recyclable), B (≥80%) or C (≥70%) with anything below 70% deemed ����Vlog “technically non-recyclable ����Vlog ” and effectively phased out of the market by 2030. The requirements will tighten further in 2035 and 2038. This grading system turns sustainability from aspiration into a hard commercial requirement, while creating incentives for higher recyclability through lower Extended Producer Responsibility (EPR) fees.

PPWR entered into force in February 2025. Its provisions become directly applicable law across all 27 EU member states on Aug. 12, 2026, replacing the packaging directive that has governed the market for three decades. Restrictions on PFAS in food-contact packaging take hold from that date, ahead of the design-for-recycling mandate that phases in through 2030.

Why Paperboard Fits the PPWR Era

Under the new rules, the ideal packaging material must combine high recyclability, proven collection infrastructure and compatibility with recycled content targets.

Paperboard checks each one.

European systems recover approximately 87% of paper and paperboard packaging, significantly outperforming plastic. This established infrastructure reduces compliance risk and simplifies the path to achieving strong recyclability performance.

Paperboard is also inherently aligned with circular design. Fibers can be recycled multiple times ����Vlog — often cited as 10 or more cycles¹ ����Vlog — enabling valuable materials to be used again and again.

In addition, fiber-based formats can help brands navigate tightening restrictions on certain single-use plastic packaging formats while supporting broader goals around recyclability and resource efficiency.

Looking Ahead

The PPWR sets binding packaging waste reduction targets across the EU:

• 5% by 2030
• 10% by 2035
• 15% by 2040

All reductions are measured against 2018 levels.

For consumer brands, the design-for-recycling mandate is both a constraint and an opportunity. Those who adapt early ����Vlog — embracing materials like paperboard and designing for circularity ����Vlog — will not only be better prepared for compliance, but also gain a competitive edge in a market where sustainability is rapidly becoming the baseline.

¹ Graphic Packaging’s 2025 Impact Report (page 13)

ATLANTA, July 13, 2026 ����Vlog — Graphic Packaging Holding Company (NYSE: GPK), a global leader in sustainable consumer packaging, today announced the launch of PaceSetter Ridgeline^TM, marking the company’s entry into the uncoated recycled paperboard (URB) market. The URB offering ����Vlog — a high-performing solution for folding cartons, laminations, edge protectors, tubes and cores, and other specialty purposes ����Vlog — positions Graphic Packaging to serve a broader spectrum of paperboard and consumer packaging customers.

����Vlog “PaceSetter Ridgeline extends our recycled paperboard platform to new markets and customers, further diversifying our portfolio to include industrial applications, ����Vlog ” said Robbert Rietbroek, president and chief executive officer at Graphic Packaging. ����Vlog “This new uncoated grade gives customers a fit-for-purpose recycled paperboard option backed by the scale, reliability and manufacturing capability they expect from Graphic Packaging. ����Vlog ”

Made from 100% recycled fiber, with at least 45% post-consumer recycled content, PaceSetter Ridgeline is available in 14- to 30-point calipers and produced at Graphic Packaging ����Vlog ’s state-of-the-art Waco, Texas, paperboard mill. The Waco facility enables seamless transitions between coated and uncoated recycled paperboard, giving the company flexibility to respond quickly to shifts in customer demand. Its advanced technology also supports sheet squareness, color consistency, quality assurance and converting performance across high-volume applications.

About Graphic Packaging Holding Company

Graphic Packaging designs and produces consumer packaging made primarily from renewable or recycled materials. An industry leader in innovation, the Company is committed to reducing the environmental footprint of consumer packaging. Graphic Packaging operates a global network of design and manufacturing facilities serving the world’s most widely recognized brands in food, beverage, foodservice, household, and other consumer products. Learn more at www.graphicpkg.com.

Media: Comms@Graphicpkg.com

Investors: Investor.Relations@Graphicpkg.com

Key Takeaways

• Innovation delivering at scale: Graphic Packaging generated $210 million in revenue in 2025 from customer packaging innovation projects, including solutions that help replace plastic with paperboard.
• Circularity by design: Approximately 96% of the Company ����Vlog ’s packaging products sold in 2025 were designed to be recyclable, while its Better by Design framework is helping guide innovations toward improved circularity, functionality and convenience.
• Progress toward goals: Graphic Packaging made progress across eight of nine Better by 2030 targets, including a near-total shift to sustainably sourced purchased forest products.

ATLANTA, June 30, 2026 ����Vlog — Graphic Packaging Holding Company (NYSE: GPK) today released its 2025 Impact Report, highlighting progress across its Better by 2030 sustainability goals and the continued role of paperboard innovation in helping consumer brands reduce plastic packaging.

In 2025, Graphic Packaging replaced approximately 880 million plastic packages with paperboard alternatives, bringing the Company ����Vlog ’s two-year total to nearly 1.9 billion plastic packages replaced. The milestone reflects growing demand for packaging solutions made primarily from renewable and recycled resources that can perform at scale across food, beverage, foodservice, household and other consumer product categories.

����Vlog “Brands are navigating rapidly evolving regulations, shifting consumer expectations and complex supply chain demands, ����Vlog ” said Robbert Rietbroek, president and chief executive officer of Graphic Packaging. ����Vlog “They need packaging solutions that are efficient, adaptable and capable of performing at scale. We are helping customers meet those needs while continuing to advance circularity and better packaging outcomes. ����Vlog ”

Graphic Packaging has built a broad portfolio of paperboard innovations and holds more than 3,100 patents supporting consumer packaging applications. The Company ����Vlog ’s sustainability progress further strengthens its role in customer supply chains by helping brands address responsible sourcing, packaging circularity and Scope 3 emissions management.

����Vlog “Our Better by 2030 progress reflects the discipline we bring to the market every day, ����Vlog ” Rietbroek added. ����Vlog “Every person ����Vlog — from our paperboard mills to our innovation centers ����Vlog — plays a role in delivering better outcomes for our customers, the communities where we operate and the planet. ����Vlog ”

What ����Vlog ’s New in 2025

In 2025, Graphic Packaging introduced its Better by Design framework, which supports the goal that every new product innovation is more circular, more functional and more convenient than existing alternatives. The framework is used from ideation through launch to help guide design decisions, with the ambition to progressively scale across all innovations.

The Company also launched RENEW, a global social impact program that focuses its philanthropy, volunteerism and community partnerships on protecting and restoring nature, fighting hunger and creating opportunities for the next generation in the communities it serves.

Key environmental advancements in 2025 included renewable electricity projects expected to cover approximately 49% of global electricity needs as they come online [1] and continued progress toward the Company ����Vlog ’s sustainable sourcing goal, with 99% of purchased forest products sustainably sourced.

The full 2025 Impact Report is available at: graphicpkg.com/sustainability.

2025 Impact Report Highlights

Graphic Packaging ����Vlog ’s Better, Every Day sustainability strategy is organized around three Better by 2030 pillars, with 2025 progress outlined here:

Better Packaging

Making packaging and operations better every day to recycle more materials, reduce waste and support a circular economy.

• 96% of sold packaging products designed to be recyclable
• 86% of new product innovations are more circular, more functional and more convenient [2]
• $210 million in revenue tied to customer packaging innovation projects

Better for People

Creating safer, better work environments where employees grow, feel valued and connect with one another and their communities.

• Total recordable incident rate more than 60% better than the U.S. industry benchmark [3]
• Zero LIFE injuries reported at 98% of facilities [4]
• Launched RENEW, a social impact program engaging employees globally, and invested $4 million in local communities

Better Future

Reducing the Company ����Vlog ’s environmental footprint and helping protect valuable forest ecosystems.

• 99% of purchased forest products sustainably sourced
• Scope 1 and 2 greenhouse gas emissions reduced 4% versus 2021 baseline
• 49% of global purchased electricity to be covered by two virtual power purchase agreements [1]

Graphic Packaging reports in accordance with the Global Reporting Initiative, Sustainability Accounting Standards Board Containers and Packaging Standard, Task Force on Climate-related Financial Disclosures and U.N. Global Compact Communication on Progress.

About Graphic Packaging Holding Company

Graphic Packaging designs and produces consumer packaging made primarily from renewable or recycled materials. The Company operates a global network of design and manufacturing facilities serving widely recognized brands in food, beverage, foodservice, household and other consumer products. Learn more at www.graphicpkg.com.

Media: Comms@Graphicpkg.com

Investors: Investor.Relations@Graphicpkg.com

[1] U.S. VPPA will start providing credits late 2027. EMEA project began operation in October 2025.

[2] Results from demonstration pilot. Pilot assessed seven new innovations.

[3] Measured against U.S. Bureau of Labor Statistics benchmark.

[4] LIFE injury defined as an injury that results in a fatality or is life-threatening or life-altering.