New EU packaging rules: what founders need to know about the PPWR
Since 12 August 2026, the EU Packaging and Packaging Waste Regulation (PPWR) applies, with more rules coming in 2027 and 2030. What does this update mean for startups, and what should you keep in mind as a founder? We asked Charles Claeys and Sarah Bos of Monard Law.
First things first: what exactly is the PPWR?
Charles: The PPWR is the new EU Packaging and Packaging Waste Regulation. It replaces the old packaging directive, and because it's a regulation, the same rules now apply directly in every EU member state. Its goal is to cut packaging waste and make packaging more circular: less unnecessary packaging, more reuse and refill, and all packaging recyclable by 2030. The rules apply step by step, starting from 12 August 2026, with further obligations in 2027 and 2030.
What's the first step for a founder launching a new food or beverage product?
Charles: Ask whether your packaging will still comply in three or four years, or your investment could be money thrown away. From day one, make an inventory of your packaging, suppliers and roles in the chain. Choosing the right packaging now is far cheaper than redesigning a packaging line later.
What should founders watch out for in new supplier contracts?
Sarah: Many contracts are still written for the old rules, so add explicit PPWR clauses. Who provides the technical documentation? Who guarantees future recyclability? What if the packaging can no longer be used from 2030? Also agree on information duties, indemnities and changes to materials, inks or coatings. Renegotiating later is rarely easy.
What should hospitality startups prepare for the refill and reuse rules?
Charles: Think about your business model and operations now. Can customers bring their own container? How will staff handle it, and which hygiene procedures do you need? For most, this is more about practical organisation than legal paperwork.
Sarah: As single-serve sauce, sugar and milk portions disappear, simple reusable dispensers will be more realistic for smaller players than complex return systems. The winning solutions will be the ones that stay operationally simple and affordable.
Which PPWR obligations get underestimated the most?
Charles: Working out which obligations actually apply to them. You can no longer assume your packaging supplier will confirm everything is in order. Companies must be able to prove themselves that their packaging complies, with the technical documentation to back it up.
What's the biggest misconception about the PPWR?
Charles: That 2030 is still far away. Packaging, product lines and supplier deals are locked in years ahead, so preparation has effectively already started.
Sarah: And that it only concerns packaging manufacturers. Brand owners, importers, webshops, distributors and companies that pack products can all be directly affected.
The takeaway for founders
The PPWR may sound like a problem for later, but the packaging choices you make today will decide how much it costs you tomorrow. Start by mapping your packaging, suppliers and role per product, and build PPWR clauses into every new supplier contract.
As a Start it @KBC startup, you can tap into our network of experts and mentors, including legal specialists, for advice on questions like these. Not sure where to start? Reach out to the Start it @KBC team and we'll connect you with the right expert.
