In today’s rapidly evolving packaging landscape, sustainability is a business imperative. Brands are facing increasing regulatory pressure, rising consumer expectations, and the urgent need to reduce environmental impact without compromising product performance or profitability.
At the center of this transformation stands Asteria Sustainable Solutions (A.S.S.), a dedicated innovation program within Asteria Group. Its mission? To help brands transition toward circular, regulation-ready, and high-performing packaging solutions that not only meet the demands of today — but prepare them for tomorrow.
In an interview featured in Asteria’s 2024 Sustainability Report, Alexis Dejonghe, Director of Asteria Sustainable Solutions, shared how the group is helping customers across Europe future-proof their packaging strategies.
Alexis Dejonghe shares key highlights on Asteria Sustainable Solutions
Why sustainability became a core strategy — not a side project
Asteria began investing in sustainable packaging alternatives as early as 2020 — a time when sustainability was still a “nice to have” in many corners of the labelling industry. But by 2022, the tide had turned. As Alexis explains:
“Large multinational customers, particularly in the food and cosmetics industries, started demanding more sustainable packaging solutions. Instead of waiting, we took the lead.”
This proactive mindset is what sets Asteria apart. Rather than reacting to regulatory pressure or market shifts, the group integrated sustainability into its core portfolio — making it just as fundamental as price, quality, and service.
This translates into a key advantage for brands: they don’t have to play catch-up. With Asteria, they’re already ahead of compliance and better prepared for the future.
Preparing for what’s coming: the 2030 regulatory horizon
The upcoming EU Packaging and Packaging Waste Regulation (PPWR) sets ambitious targets: by 2030, all packaging must be fully recyclable, and plastic packaging must contain at least 30% recycled content.
Many suppliers are still scrambling to understand what this means. Asteria, however, is already working on solutions that align with these requirements — helping brands transition without disruption.
What this means for Asteria customers:
- Early access to compliant materials before deadlines hit
- Guidance on design for recycling, including clear consumer instructions
- A partner that understands the full packaging value chain — from production to end-of-life
Peace of mind in knowing their packaging is both regulation-ready and brand-right
No compromise on performance
One of the biggest barriers to sustainable packaging adoption has always been the fear that eco-friendly means underperforming. But Alexis makes it clear:
“Functionality is non-negotiable. A label or package must work just as well as its traditional counterpart. Otherwise, the solution is meaningless.”
That’s why every Asteria Sustainable Solution is rigorously tested for adhesion, durability, print quality, and recyclability under real-world conditions. A prime example is Asteria’s wash-off label technology, which allows labels to be easily removed during recycling — making plastic containers truly recyclable and compliant with upcoming standards.
By adopting this solution, businesses not only meet their sustainability goals but also increase strategic value by reducing carbon footprint, aligning with EU recyclability regulations, and enhancing consumer trust and brand reputation.
Balancing cost and circularity
While the benefits are clear, many brands still worry about cost, thinking sustainable materials are more expensive due to lower supply and higher production requirements.
“Our job is to provide options — so when customers are ready to switch, the solutions are already there.”
Asteria offers a realistic and scalable approach:
- Solutions that minimise cost increases, such as using thinner liners or mono-material films
- Design tweaks that reduce waste without compromising visual appeal
- Group-wide scale that enables better pricing on sustainable materials across 35+ European sites
More than compliance: a mission with purpose
Asteria is actively collaborating with brand owners, recyclers, and policymakers to shape a packaging industry that’s smarter, cleaner, and more responsible. From R&D to design, compliance to consumer communication, the group is investing in every link of the chain.
In a competitive market where agility, compliance, and consumer trust are all business-critical, Asteria is proving that sustainable packaging isn’t a compromise — it’s an advantage, enabling clients to gain:
- A future-ready packaging strategy
- Access to tested, regulation-compliant materials
- Deep technical support and market insight
- A collaborative partner who puts performance first
The packaging industry is undergoing one of its biggest transformations, and brands need a partner who innovates ahead of regulation, protects their brand, and turns environmental responsibility into real business value.
That’s what Asteria Sustainable Solutions is built to deliver.
Explore the full interview with Alexis Dejonghe and discover more in our 2024 Sustainability Report.
