Kesko revamps packaging policy to meet EU sustainability goals

FINLAND – Finnish retail giant Kesko has unveiled a major overhaul of its packaging policy, committing to make all its own-brand packaging recyclable or reusable by the end of 2029.

This move positions the company ahead of impending EU regulations that will require similar standards across the bloc by 2030.

In a statement, Kesko emphasized its focus on renewable materials like paperboard and corrugated cardboard for brands such as Pirkka, Pirkka Parhaat, K-Menu, and Cello.

The policy merges previous guidelines from 2018 on plastics and 2020 on packaging, setting fresh targets for own-brand items and internal operations.

“We combined our plastics policy from 2018 and our packaging policy from 2020 into one new packaging policy,” Kesko’s sustainability vice-president, Noomi Jägerhorn, said.

“At the same time, we set new objectives for the packaging used for our brands and the packaging used in our production and warehouses.”

In addition, Noomi highlighted that in practice, this means the company will reduce the amount of packaging material used, increase the use of renewable materials and improve the recyclability of packaging.

“In the design of packaging renewals, it is important to remember that the most important function of packaging is to protect the product. Food that is properly packaged remains safe and edible for longer, and food waste is avoided.”

The company plans to source single-use wood-based packaging certified by the Forest Stewardship Council (FSC) or Programme for the Endorsement of Forest Certification (PEFC).

Progress is already evident: between 2020 and 2024, Kesko revamped packaging for about 300 own-brand grocery products, slashing 603 tonnes of plastic, equivalent to 29 million recycled Pirkka bags.

This aligns with the EU’s Packaging and Packaging Waste Regulation (2025/40), published in January 2025 and set to enter force on February 11, 2025, with full application from August 2026.

According to EU officials, the regulation aims to cut packaging waste, mandate minimum recycled content in plastics, and promote a circular economy by ensuring all packaging is recyclable by 2030 while minimizing excess material.

As an additional step in its sustainability drive, Kesko announced in June 2025 new measures to curb plastic use, including raising plastic carrier bag prices to approximately US$0.38 in K-Citymarkets and US$0.43 in K-Supermarkets and K-Markets.

A company spokesperson noted at the time: “One of the key goals is to encourage reusable alternatives and boost recycling rates among customers.”

Earlier in May 2025, Kesko signed an agreement to phase out single-use plastics in portion packaging for groceries, further developing eco-friendly solutions.

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