Meadow: Why is Using Aluminium Packaging More Sustainable?
With increasing pressure to improve sustainability and build more resilient supply chains, many companies are moving away from plastic packaging in favour of aluminium.
This shift is largely driven by the metal's high recycling rate, which, according to a report by Metal Packaging Europe and European Aluminium, stands at 74.6% for beverage cans across the European Union, United Kingdom, Switzerland, Norway and Iceland.
As businesses prepare for upcoming European Union regulations, some are embracing the change to gain a competitive advantage while others hesitate due to concerns about cost and brand image.
The move towards aluminium could represent a step in adhering to new environmental standards.
Aluminium recycling and regulatory pressures
Forthcoming EU waste regulations, set to be enforced from January 2030, will mandate that all packaging must be at least 70% recyclable with this figure rising to 80% by 2038.
In response, many organisations are exploring aluminium for products traditionally sold in plastic including toiletries, condiments and even wine.
The total volume of aluminium recycled from cans reportedly hit a record high of 580,000 tonnes in 2024, an increase of 10,000 tonnes from the previous year.
This resulted in a greenhouse gas saving equivalent to 5.4 million tonnes of CO₂.
According to the UK's National Packaging Waste Database the recycling rate for aluminium cans is 81% compared to 52% for plastic.
The metal’s capacity for infinite recycling makes it a compelling alternative for businesses looking to enhance their circular economy credentials.
Innovative applications in packaging
Startups are finding new ways to integrate aluminium into packaging systems.
Meadow, a Swedish company founded in 2020, is focused on replacing single-use packaging by leveraging established supply chains and recycling infrastructures.
Meadow has developed a system where standard aluminium cans fit into durable canisters that can be fitted with various tops such as pumps, spray nozzles or screw top lids.
Once a can is empty, it is removed for recycling and a new one is put in its place.
"We realised the greenest container already exists – the aluminium can. So, we thought, 'what do we need to do to take it to new industries?" says Victor Ljungberg, Meadow's Co-Founder and CEO.
Meadow has received investment from the global aluminium manufacturer Ball Corporation which will supply cans for Meadow's reusable dispensers.
Other brands are also adopting this material.
The food innovation brand DOZZ is offering ready-to-eat chilled soup in recyclable aluminium cans.
In the wine sector, companies like Aldi and organic brand Vinca are using aluminium bottles to reduce the weight and transport energy associated with traditional glass bottles.
Addressing cost and consumer perception
Despite its environmental benefits, the transition to aluminium is not without its challenges.
The production of new aluminium requires twice the energy of glass and can be four times more expensive.
This initial cost can be a barrier for many companies.
"We've got to get over this cost," asserts Mark Lansley, CEO of Broadland Drinks.
"We've got to sell the benefits and better spell out the lower carbon footprint that aluminium has.
"Aluminium bottles are lighter and don't shatter, so they are much better for a picnic or by the pool. But then you've got tradition and what folks are used to.
"You might be opening a bottle of wine to celebrate with friends or as a reward and relaxation. A glass bottle of wine is embedded in that culture."
Jamie Stone, a packaging expert at PA Consulting, adds "In many categories, consumers want to see the product they're buying, whether it's the colour of a juice, the consistency of a lotion or the thickness of a sauce.
"Aluminium's opacity removes that visual connection".
The extent to which brands will adopt aluminium packaging will likely become more apparent as the 2030 EU deadline approaches.
