Visy launches recyclable paper bubble wrap to replace single-use plastics

AUSTRALIA – Packaging giant Visy has unveiled its locally made Paper Bubble, a recyclable alternative to conventional plastic bubble wrap, marking another step in the company’s sustainability drive.

Designed to provide shock-proof cushioning for storage, moving, and shipping, Paper Bubble is part of Visy’s growing portfolio of single-use plastic alternatives.

According to Visy, the new paper-based cushioning solution delivers substantial environmental benefits.

When recycled through Australian kerbside systems, Paper Bubble produces 34% lower carbon emissions, consumes 73% less energy over its lifetime, and uses 39% less water compared to traditional plastic bubble wrap.

Christian Elbert, Head of Innovation at Visy Retail Services, highlighted the dual benefit of sustainability and functionality.

“Aussies want to do the right thing by the environment and they want products to work – Paper Bubble does both,” he said.

“By using Australian paper and manufacturing the Paper Bubble locally, we’re supporting local jobs in Australia and reducing our reliance on single-use plastics. Once you’re done with it, just pop it in the recycling bin at home and we’ll turn it into new products.”

The Paper Bubble is produced at Visy’s Reservoir plant in Melbourne, using paper sourced from the company’s Tumut mill in New South Wales.

The product complements other Visy initiatives, including paper retail bags and Visy Tread, a temporary surface protection solution.

The launch comes amid growing momentum in the Australian packaging industry to reduce plastic waste.

Recent initiatives include Orora’s commitment to make all consumer packaging recyclable or compostable by 2030, and Amcor’s development of recyclable flexible packaging solutions, demonstrating a clear shift toward circular economy principles.

Local industry analysts note that alternatives like Paper Bubble not only reduce environmental impact but also cater to increasing consumer demand for sustainable packaging.

A 2025 survey by the Australian Packaging Covenant Organization found that over 70% of consumers actively seek recyclable or compostable packaging, signaling strong market potential for innovative products such as Paper Bubble.

Visy’s move is also aligned with broader regulatory trends. Australian states including New South Wales and Victoria are accelerating bans on problematic single-use plastics, including plastic bubble wrap, straws, and polystyrene packaging.

Companies investing in paper-based alternatives are likely to benefit from both consumer preference and regulatory compliance.

With Paper Bubble, Visy positions itself at the forefront of sustainable packaging innovation in Australia, showcasing how locally sourced materials and manufacturing can reduce environmental footprint while supporting domestic industry.

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