MM Packaging strips plastic from detergent aisles with 95 percent fibre EcoBox

The financial liability of multi-material packaging

The detergent aisle has long been a graveyard for recycling ambitions. For decades, heavy powder detergents relied on a Frankenstein mix of materials: cartonboard bodies, metal rivets, plastic handles, and separate plastic dosing cups. As Extended Producer Responsibility (EPR) fees climb and the EU’s Packaging and Packaging Waste Regulation (PPWR) tightens the screws ahead of 2030, this multi-material legacy is rapidly becoming a financial liability for FMCG brands.

Enter MM Packaging. The company has just rolled out EcoBox, a high-performance packaging solution that pushes fibre content to 95.4%. By engineering an integrated cartonboard handle capable of bearing 7 kg and embedding a detachable dosing spoon directly into the front panel, MM Packaging has effectively stripped out the problematic plastic and metal components that complicate recovery streams and drive up compliance costs.

Engineering for 2030 regulatory thresholds

According to Joaquin Alcarazo, Managing Director of MM Packaging’s Iberica site, the transition to high-fibre formats is no longer optional. Current standard detergent cartons hover around 79.8% fibre content. While this is enough to pass today’s 75% threshold in markets like Spain, it falls woefully short of the 90% minimum that will be required by 2030 under incoming regulations. EcoBox bypasses this looming regulatory cliff while significantly reducing EPR exposure for brands today.

Crucially for converters and brand owners, this structural redesign does not demand a complete overhaul of existing infrastructure. The EcoBox is designed to run on current filling and packaging lines, minimizing capital expenditure. It also features a hinged opening with a minimal plastic tear strip to maintain moisture protection and reclosability, ensuring that the shift to fibre does not compromise product integrity.

Consumer demand aligns with legislative pressure

The market signals supporting this shift are clear. Pro Carton’s 2026 European Consumer Packaging Perceptions Survey indicates that 64% of consumers now rank ease of recycling as their primary packaging demand, with 84% explicitly preferring cartonboard over plastic. Brands clinging to mixed-material formats risk not only regulatory penalties but also tangible market share erosion.

MM Packaging’s approach proves that structural cartonboard engineering can solve complex dispensing and load-bearing challenges without sacrificing line speeds or consumer convenience. Will other FMCG segments follow suit and finally engineer the plastic out of their legacy multi-material formats? Follow The Paper for daily news, market signals and key updates from the global paper, corrugated and packaging industry. — Sigue toda la actualidad del sector en www.thepaper.ai