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Before microplastics entered the public conversation, concerns about plastic waste were already growing.

Images of wildlife affected by discarded packaging became powerful reminders of a broader challenge, prompting consumers, policymakers and brands to rethink how all packaging is designed and what happens to any materials at end of life.

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02

A Timeline of Discovery: Understanding Plastic in Aquatic Environments

The six-pack ring became part of a much larger story: a growing recognition that decisions about packaging extend beyond use and convenience to what happens at end of life.

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03

A Rising Tide of Public Concern

What began with efforts to address visible litter and wildlife impacts gradually evolved into a broader conversation about packaging waste and its long-term management. As public concern grew, governments increasingly introduced policies aimed at reducing packaging waste and strengthening producer responsibility for materials placed on the market.

Early U.S. regulations sought to make plastic rings degrade faster. By 1994, 27 states passed laws regarding degradable plastics. In the decades that followed, regulatory approaches continued to evolve as policymakers explored different ways to address packaging waste and its environmental impacts.

In Europe, the 2019 Single-Use Plastics Directive (SUPD) created a framework for member states to reduce the reduce the consumption of certain plastic products through national laws, with a key focus on items commonly found on beaches. Six-pack rings were included in the European Commission Joint Research Centre’s beach litter inventory but were not among the highest-ranking litter items that formed the Directive’s final “Top 10” single-use plastics categories. They also identified as a packaging format associated with reported for entanglement risk for marine species.

The European Union’s Packaging and Packaging Waste Regulation (PPWR) represents a more sweeping approach. Unlike the SUPD, PPWR establishes a single set of rules across the EU. Beginning in 2030, certain single-use plastic packaging formats used to group products (such as plastic rings, shrink wrap and collation bands) will no longer be permitted in some applications.

The regulation reflects a broader shift in thinking about packaging waste. Some multipack formats are considered avoidable, while others face challenges related to collection, sorting and recycling. Plastic rings, for example, can be difficult to capture and sort due to their size, while flexible films such as shrink wrap often have relatively low recycling rates. Together, these concerns have contributed to a greater regulatory focus on waste prevention and packaging circularity.

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04

Engineering a Better Multipack

“The best innovations not only solve today’s problem, but they also help prepare us for tomorrow.”

— Adriana Dale, Global Marketing Director, Graphic Packaging International

For decades, beverage packaging solved a straightforward problem: how to securely bundle multiple cans or bottles in a way that balanced performance, cost and material use. Packaging must withstand distribution networks; support heavy liquid-filled containers; run at high speeds on packaging lines; and remain intuitive for consumers to carry, open and recycle.

Paperboard has long played a role in beverage packaging. Growing attention to packaging waste, evolving regulations and changing market expectations accelerated innovation in paperboard-based multipack solutions. Designed to secure, carry and merchandise beverages, these formats can be incorporated into existing household paper recycling streams where paper recycling infrastructure exists.

But as Adriana Dale, global marketing director at Graphic Packaging International, explains, “ A lot of the time, it’s not just about replacing one material with another. It’s about rethinking the packaging system as a whole and how products are bundled, distributed, used and managed after use.”

Among the most visible examples is KeelClip™. The paperboard can-top clip is designed to securely bundle beverages through precision-engineered locking features integrated into the tops of the package, maintaining package integrity throughout transportation and handling.

KeelClip™ is a paperboard clip-style multipack solution that replaces plastic rings and shrink film.

The same engineering philosophy extends across a family of clip-style multipack solutions from Graphic Packaging International including EnviroClip™, GripClip™ and Cap-It™. Each is designed to meet different customer needs, balancing carrying strength, shelf presence, manufacturing performance and material use. Some emphasize lightweighting, while others prioritize ergonomics or compatibility with different container types and pack configurations.

Recyclable, paperboard clip-style multipack solutions for food and beverage eliminate plastic rings and shrink wrap.

Together, these solutions reflect a broader shift toward packaging designs that balance functionality, efficiency and evolving market expectations.

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05

How Progress Takes Shape

“These images showed us the consequences of our choices when it comes to what we purchase. And when people care enough, they want something better. It creates demand for better solutions and innovative ideas that can help solve these problems.”

— Moira Gula, Sustainability Associate, Graphic Packaging International

When confronted with the scale of today’s environmental challenges, it’s easy to feel overwhelmed and wonder whether meaningful change is possible. Yet stories like this one show how public awareness, scientific understanding, regulation and innovation can work together to shape progress over time. It’s a reminder that many environmental challenges are not fixed problems, but systems that can be rethought and reengineered.

What began with concerns about litter and wildlife evolved into bigger discussions about packaging design, material choices and end-of-life management. The result was not a single solution, but a range of approaches aimed at addressing different challenges across the value chain and packaging lifecycle.

Progress rarely comes from a single breakthrough. More often, it takes shape through many small improvements, informed by evidence, enabled by innovation and driven by people who care enough to ask for something better.