The packaging design agency Milk and the start-up Info.Link have launched a packaging check with which Swiss food manufacturers and retailers can have their legally compliant packaging designed for other EU countries.
In 2025, the European Union's packaging industry will be in a state of upheaval. The Digital Product Passport (DPP) and the Green Claims Directive are among the „quieter“ drivers of transformation. However, both will have a major impact on how and what information is made available to consumers and other stakeholders in the future, made accessible via the packaging have to be created. For the digital product passport, for example, a QR code Information on origin, materials and recycling to ensure greater transparency for the end consumer and promote the circular economy.
Service for Swiss manufacturers and trading companies
The packaging design agency Milk and the start-up Info.Link recognised this challenge for brands in good time and set up a service for it. With their Packaging check Swiss food manufacturers and retailers can have their legally compliant packaging designed for other EU countries. In doing so the current packaging is checked for problem areas, new artwork is created and an accessible platform is set up using a QR code. This means that all the data required by law can be clearly displayed, and information requested by the manufacturer, such as promotions or discounts, can also be displayed digitally.
The Green Claims Directive, on the other hand, is still in the trilogue negotiations and is expected to be adopted in the second half of 2025. It deals with environmental claims used in advertising on packaging and other media with the aim of preventing greenwashing. So vague statements such as „green“, „sustainable“ or „recyclable“ must be specified and substantiated and unverified eco-labels are prohibited. This requires not only a design adjustment, but also the digital extension through the QR code.
„However, it is not just export-orientated companies and private label manufacturers with an EU focus that should think about these measures. The step towards standardisation in the EU could also Amendments to the law in Switzerland to bring about harmonisation.“
Andreas Milk, Founder of Milk
Digitalisation can no longer be stopped, even independently of EU legislation. The global network GSI (Global Standards One), which sets global standards, also wants to accelerate the transition to digitalisation. from the one-dimensional bar code to the two-dimensional QR code promote. As part of the „Sunrise 2027“ initiative, all checkout systems worldwide are to be adapted to read QR codes.
Source: Milk
