Establishing a representative body for the fibre-based packaging industry 

Responding to a lack of representation for the fibre-based packaging sector, Instinctif set up the Alliance for Fibre-Based Packaging, officially launching the group in February 2025. Founding members include McDonald’s, Costa Coffee, M&S and more than 10 of the UK’s leading packaging manufacturers such as Huhtamaki, Seda and Sonoco. 

The Alliance for Fibre-Based Packaging provides an expert voice for the industry on key topics relating to fibre-based packaging. We focus on advocating and raising awareness of the positive impacts of fibre-based packaging and promoting collaboration to improve fibre-based packaging waste and recycling infrastructure. 

In a short space of time, Instinctif has established the Alliance for Fibre-Based Packaging as an expert voice in the development of waste and recycling policy in the UK.  

Our media launch yielded 24 pieces of coverage, including Packaging Insights, Let’s Recycle, and Packaging News. The coverage we secured had a combined audience of nearly 200,000, including key stakeholder targets in the packaging sector. The success of the launch led to us securing a meeting with key DEFRA officials to discuss the Alliance’s objectives.