From aerospace to submarines, Alexia Williams' career at manufacturing giant Rolls-Royce is defined by curiosity, adaptability, and a passion for engineering that lasts. Starting as an aerospace engineering apprentice in 2018, she discovered her calling in sustaining long-life assets already in service, work that now sees her as a Through Life Technical Lead in the Submarine Delivery Enterprise, tackling complex, multi-decade challenges in reliability, safety, and performance.

She’ll be speaking at , sharing insight on how businesses can inspire the next generation of talent, and why packaging - a discipline that spans design, materials science, logistics, and engineering – needs to take STEM engagement seriously.

"I always struggled with future design," Alexia explains. "I need to be able to relate to the part, to see it and to interact with it. That's what drew me to through-life engineering and sustainment. It's real and it's tangible - you get to make continuous improvements over time."

That hands-on experience was possible because of the rotational structure of her degree apprenticeship. Starting at age 18, Alexia was thrown into a whirlwind of placements: from business sales to test and measurement, manufacturing to after-service repair. Not only did this help her zero-in on what made her tick, but it gave her a multi-dimensional view of how complex systems operate. This knowledge would later prove extremely valuable in the company’s submarine division.

"When I did a placement in future design, I hated it. I fell asleep at my desk! But the moment I got onto the shop floor, dealing with in-service issues, something clicked. That’s the benefit of the apprenticeship route, especially in a large business. You find out what fits."

Breaking the stigma of apprenticeships

It’s this first-hand experience that fuels Alexia’s passion for advocacy. As someone who came through the system without much support from her school, she now works hard to make sure others have the opportunities she fought for. She sits on the Skills England Apprentice Panel, is a Trustee of , and actively works to demystify routes into STEM for young people, parents, and employers alike.

"There’s still this archaic misconception that apprenticeships are just tea-making and manual labour grind," she says. "But that couldn’t be further from the truth. There are degree-level, even masters-level apprenticeships across almost every sector now, and they’re a viable alternative to university."

She credits an encounter at a country fair with setting her on her path. "I met a GKN graduate who told me his friend had done the same job via an apprenticeship and was two years ahead of him, with no debt. That stuck with me."

Engineering is everywhere – including packaging

As Alexia points out, engineering doesn’t always mean building engines or utilitarian machines. It underpins sectors as diverse as food, fulfilment, and yes – packaging. That’s exactly why she believes packaging needs to get louder about its STEM credentials.

"When I speak to students, I say if you’re curious and if you like solving problems, there’s a place for you in engineering. It could be in submarines, or it could be in smart packaging. We need to show people that the skills are transferable, and the principles are the same."

Her own career reflects that: moving from aerospace into submarines, she expected to have to start from scratch, but the opposite was true. "So many of the principles carried over. The idea that you can only work in one field is limiting. People working in packaging have just as much right to be proud engineers."

Packaging might not always get the STEM spotlight, but it should. Perhaps it’s the small format that masks the complexity behind the scenes, or maybe the volumes produced. But scratch the surface and it’s clear that packaging is right at the intersection of science, technology, engineering and mathematics. And importantly, it’s as much a STEM field as aerospace or automotive; we just don’t always frame it that way.

A call to industry: use your voice

"I'm passionate about closing the skills gap, but it can't just be left to schools or government. Employers are absolutely vital and we need businesses to step up and engage," Alexia says.

At Rolls-Royce, at least 200 apprentices are brought in every year, especially in the nuclear division. It's not just about upskilling fresh talent, it's also about the reverse. "Some of our apprentices go into teams and start teaching older staff newer principles and techniques they’ve learned at university or college. That diversity of thought is so valuable."

From a technical standpoint, Alexia's work on through-life sustainment echoes many of the same challenges facing packaging.

How do you make systems more sustainable, without compromising performance?

How do you future-proof materials in fast-moving sectors?

"We’re getting better at lifecycle thinking," she says, "but composites are the next big challenge. They’re improving fast, but we don’t yet know how to repair or dispose of them sustainably. That’s going to be a big issue across sectors – packaging included."

She also highlights the importance of data. "We gather tonnes of data from submarines when they return from service, but it’s useless if you don’t know how to then take that, interpret it, and apply it. Predictive maintenance, lifecycle optimisation – those principles apply just as much to a filling line as they do to an engine."

Why packaging can be a platform for progress

Ultimately, Alexia sees packaging not just as an output, but as an enabler. "It’s a visible, accessible, consumer-facing example of engineering in action. If we want to engage more young people in STEM, packaging is an ideal platform to do that."

And Alexia will be doing just that at , where she joins a panel on how the industry can attract, retain and empower the next generation of engineering talent.

"There are huge challenges facing the UK, from sustainability to skills. But that also means there are huge opportunities. If we give people the tools and confidence, we can build something better."

Packaging Innovations & Empack 2026 takes place on 11 & 12 February at Birmingham NEC for your free ticket and gain exclusive access to insights, innovations, and expert-led sessions that will shape the future of packaging.

By Samuel Pardo, Senior Innovation Manager,  Food Packaging, Klöckner Pentaplast

The conversation about sustainability has cut through into the mainstream, and this conversation brings with it a wider understanding of the part played by sustainable materials and packaging design. To capitalise on this, now is the time for the packaging industry to take an active role in shaping this conversation to ensure productive and efficiency in the long-term.

To achieve this, the industry needs to be transparent about its use of plastic packaging and its role in the global supply chain. As the conversation about sustainable packaging continues to grow, businesses have a unique opportunity to lead that conversation. Those businesses will be the ones that recognise that plastic packaging can be part of the solution - and that it is not necessarily the environmental problem it is often made out to be.

Clearing up consumer confusion

We see through survey after survey that consumers want to live more sustainable lifestyles[i]. But these surveys also show that many are confused about the best way to do so[ii] – and this is also the case with businesses.

‘Sustainability’ is a more complex term than many realise – and this means that businesses and consumers often boil it down into simplistic ideas. Plastic reduction is one of those ideas. And this can indeed be the right approach in many applications. With the Single-Use Plastics Directive (SUPD) in place, several EU Member States like Spain, France, and Italy took early action by introducing additional bans on specific categories of single-use packaging - particularly targeting fruit packaging[iii]. These national measures often included exemptions for certain perishable items or packaging types, reflecting local market needs and infrastructure. Now, with the adoption of the Packaging and Packaging Waste Regulation (PPWR), these efforts are being fully harmonised at the EU level, ensuring a consistent regulatory framework across all Member States[iv]. Some would consider this the end of the conversation, but there are several important caveats to consider.

Soft fruits, dairy, and meat applications, among others, require an enhanced level of product protection. This is vital in the fight against food waste, which is one of the largest contributors to global emissions. The UNEP Food Waste Index Report found that almost a billion tonnes of food are wasted globally every year. The carbon footprint of this waste is estimated to make up around 8-10% of all global greenhouse gas emissions. Plastics are responsible for just 3.4% of total greenhouse gas emissions.  Just 1kg of food waste sent to landfill creates the same quantity of emissions as 25,000 500ml plastic bottles[v].

It is easy to forget that packaging is designed as a way to prevent waste, not to become waste itself. And for many applications in the globalised supply chain of today, plastic is simply the only material that is suited to that job. Replacing it with a material that is less well-suited only risks increasing food waste and creating a net negative impact on the environment.

While ‘plastic-free’ makes for a simple and effective marketing message to slap onto a product, it is often a gross oversimplification – and worse, misleading - to assume that it means a product is better for the environment. It is down to businesses to educate consumers on this important issue, and the best way to achieve this is to lead by example.

The future under PPWR

Single-use plastic packaging waste management is a problem – but that problem lies in the phrase ‘single-use’ rather than ‘plastic’. Substitute ‘plastic’ with any other material, and the problem still exists.

Instead, it is much more productive to focus on closing the packaging loop, whether dealing with plastic, paper, glass, or metal packaging.

While challenges do exist when it comes to recycling plastic packaging, innovative companies can drive real progress in this area. Currently, around 40% of plastic packaging waste in the EU is successfully recycled[vi]. Food trays are particularly challenging – our data estimates that around one million tonnes of PET trays are produced in the EU27+3 every year. Of this vast number, only 25% is even collected and sorted for recycling, and just 5% is successfully recycled back into the same application. This means 750,000 tonnes of valuable PET material could open many opportunities to avoid becoming unused waste every year.

There are two pathways to addressing this. The first is through legislation, with the EU’s PPWR being the most pertinent example for European businesses. PPWR enshrines a number of recyclability guidelines and waste reduction targets into law, while also incorporating new requirements around the inclusion of recycled content into packaging, and the green claims brands can make about their products. It also uses a form of extended producer responsibility (EPR) to incentivise the use of recyclable and reusable packaging through a modulated fee structure.

This comprehensive package of measures should increase the amount of recycled and recyclable material used in packaging, while also using the additional fees raised from its EPR element to invest in harmonised recycling infrastructures across all EU nations. This should further improve recovery rates and access to recycled materials. At the same time, green claims regulations will require products to be specific, transparent, and – most importantly – accurate in any communications with consumers, improving education about sustainability-related topics across the market.

The second pathway will be driven by packaging innovation, and it is this pathway that presents the most exciting opportunities for businesses.

Closing the material loop

PPWR is not a target – it is the new set of minimum requirements for packaging to contribute to more efficient waste management. Businesses can go above and beyond if they choose to, so sustainable innovation will remain a key point of difference for sustainable brands.

In fact, the modulated fees of EPR, coupled with increased investment in recycling, herald a new generation of circular packaging solutions. At kp, we have first-hand experience of this – 60 years of experience, to be exact – and are committed to guiding retailers and packaging companies towards a more circular approach.

The integration of recycled materials into food packaging becomes a regulatory and market-driven necessity. To ensure long-term success, this must be embedded within a sustainable mid- to long-term strategy that balances packaging performance, product safety, and profitability. It is critical to support the recycling industry's viability by fostering demand for high-quality recyclates and investing in robust certified value chains. The supply chain must guarantee the traceability and authenticity of recycled content – from its origin to incorporation – to build trust across stakeholders and meet evolving compliance and consumer expectations.

Our kp Tray2Tray® scheme is one example of a game-changing innovation arising as a direct response to evolving market needs. We work with partners from across the supply chain to recover used PET food trays - from retailers running front-of-store collections, to waste management businesses. We then turn these trays into rPET flake that can be used in new food trays using our state-of-the-art delamination technology, creating a new packaging ecosystem that is fully traceable and certified by independent third parties (such as RETRAY and RecyClass). The success of this initiative led to the launch of kp 100% Tray2Tray® - a market-first food tray made from 100% recycled content, and all without compromising the barrier performance needed for sensitive food applications.

kp Tray2Tray® represents just one successful model that can be picked up and adapted by any business within the industry. It proves food tray recycling at scale is not only possible, but also hugely beneficial to businesses looking to meet the demands of sustainably minded consumers in the PPWR era.

If the industry can solve this problem, it can solve anything. Plastic is often painted as the villain in sustainability stories, but savvy businesses will find a way to turn it into the hero. These businesses will be the ones best-placed for success over the coming decades, riding an ever-evolving wave of circular plastic packaging innovation.

By Matt Hale, Global Key Account Manager, HRS Heat Exchangers

The recent news that there are now more than 300 biogas systems in the U.S. converting food waste into renewable energy¹ is great news, not only in terms of reducing emissions, but also for waste management, sustainable agriculture and soil health.

As the American Biogas Council (ABC) points out, ‘While prevention remains the best strategy to reduce wasted food, biogas systems help ensure the food that still gets discarded is used productively.’ Unlike other forms of renewable energy, biogas is extremely flexible and ‘can be used to power and heat homes, fuel vehicles, or generate electricity through engines and fuel cells.’

Overall anaerobic digestion (AD) systems in the U.S. currently ‘recycle 12.8 million tons of food scraps and other organic waste into over 35 billion cubic feet (Bcf) of biogas a year, enough to cover the year-long energy use of 283,000 U.S. households.’ However, ‘if three-quarters of the discarded food from homes, grocers, restaurants, and food processors were recycled in biogas systems, we could turn that wasted material into 115 billion cubic feet (Bcf) of biogas per year, equivalent to the energy needs of nearly one million U.S. households.’

But increasing capacity is only part of the challenge. Maximizing AD plant efficiency and ensuring that the valuable digestate produced has the greatest value, are key to delivering a thriving and successful biogas industry.

Of particular benefit for plants treating food waste is the HRS Digestate Pasteurization System (DPS), which has been installed in biogas plants across the globe. The HRS DPS is capable of pasteurizing digestate, feedstocks, and similar materials pre-or post-digestion, allowing operators to maximize the efficiency of their overall process while meeting regulatory (Class A biosolids) and customer requirements so that digestate from food treatment plants can be used as fertilizer. Its continuous process is simpler than single tank options and provides up to 70% heat regeneration, making it extremely energy efficient.

For more information on the HRS DPS, and our other systems to improve the efficiency and operational life of anaerobic digestion plants, please contact us today.

¹https://americanbiogascouncil.org/as-thanksgiving-approaches-abc-releases-new-data-on-biogas-energy-from-food-waste/

With fast approaching, Jenny Stanley, Managing Director of Appetite Creative, author of Connected Packaging: The Game-Changing Marketing Tool, shares why brands can no longer afford to ignore the evolution of packaging from static billboard to dynamic digital channel.

Connected packaging has long promised an exciting new kind of brand-consumer relationship, but 2025 has seen that potential start to truly take form. From Tesco's GS1-powered trial launch in the UK to rising adoption of AI, the past year has turned hype into action. It has given brand owners a lot to think about.

"When we spoke back in February, there was still a sense that this was an emerging opportunity. Now, it's here," Jenny says. "The GS1 Tesco test is huge because it brings something substantial to the UK market. We've talked about pilots and potential impacts, but this is real. And brands are finally asking, 'What does this mean for us?'"

For years, connected packaging has proved clever and creative, but often limited in scale. That changed when UK retailer Tesco became the first major player to trial GS1-powered on-pack QR codes at scale.

Unlike generic QR links, GS1 digital links connect to a globally recognised standard, unlocking everything from product data and marketing content to traceability and digital product passports. “It’s a major shift,” Jenny explains. “This is not a gimmick, it’s infrastructure.” As more retailers explore GS1 adoption, the conversation is moving fast.

A channel that’s already in your customers' hands

According to Jenny, brands are waking up to the idea that connected packaging is not a novelty; it's an important media channel. "It’s becoming better understood that the purchase isn't the end of the journey; it's the beginning. The product in your customer's hand is the most direct line you have.

Executed well, it's a win-win. Brands unlock first-party data, consumer insights and campaign ROI, while customers get access to tailored content, education, and brand storytelling. Recent campaigns tell the story: Etika hit 218,000 unique visitors with 120% goal achievement. Suntop delivered over 1 million visitors with a 1% bounce rate. KDD achieved 100,000 scans across two markets. These results are leagues ahead of digital ad click-through averages and, on average, deliver a 20% increase in sales.

"But if you do it badly, it's worse than not doing it at all," Jenny warns. "If you just link to your homepage with no value for the user and nothing distinct to offer, don't bother. You're training people to be disappointed. Every scan should be an opportunity to surprise, inform, or delight."

Education, trust and transparency

Jenny points to areas like product authentication, digital product passports, and sustainability messaging as key growth areas for 2026 and beyond. As regulation continues to evolve around EPR, PPWR, and transparency mandates, brands will need to provide proof points and traceability. And consumers, she says, are ready.

"People want to know where their product came from. Was it ethically sourced? Is the packaging sustainable? Can I reuse it or recycle it? Brands don't need to shout these things; they need to show them, clearly, simply, and honestly."

She adds that while some sectors like food and drink are less affected by DPP right now, others such as textiles, pharma, and luxury, are moving fast. "It’s a case of asking: what does this mean for me, specifically? There’s no magic bullet or one-size-fits-all." Appetite Creative’s consultancy arm supports clients with exactly that kind of tailored strategy.

A modern marketing superpower

The opportunity to use connected packaging goes way beyond regulatory compliance, it’s deeply creative. Jenny champions connected packaging to inject the spark of humanity into the digital journey: "Behind every scan is the opportunity for personalisation. Whether it's a gamified experience, storytelling, heritage, or usage tips, these are unmissable chances to create emotional connection."

And while some see digital and crafted packaging as opposites, Jenny sees alignment. "It’s not about replacing creativity with code; it’s about enhancing what’s already there. For example, a hand-illustrated label can trigger a scan that shares the story of the illustrator. A cardboard toy can link to an AR build guide. It’s retro and futuristic in one."

A rare moment of focus

Most digital interactions today vanish faster than a blink, a fleeting flick of the thumb, a scroll, or a skip. But connected packaging breaks that rhythm.

“The time needed to grab attention used to be seven seconds,” says Stanley. “Now we’re down to just two.” That’s the average time a consumer might pause before swiping past your message. In that high-pressure, high-speed environment, the two-minute average interaction time connected packaging can deliver is nothing short of extraordinary.

“This is an uninterrupted channel,” Jenny explains. “No ads competing for space and attention, no distractions, just a direct, intentional engagement.” It gives brands a chance to educate, inspire, or entertain. Whether it’s sustainability stories, how-to guides, or personalised rewards, those two minutes become a meaningful exchange a way most marketing channels can only dream of.

The data speaks volumes

For Appetite Creative, the ROI case is clear. Brands see up to 20% sales uplift through connected packaging campaigns, plus gold-dust first-party data. "You're not just getting a click. You're getting the time, location, engagement, repeat scans. It’s marketing that listens as much as it speaks."

That feedback loop feeds everything from flavour launches to marketing messaging. "We’ve had clients completely reposition a product after listening to what consumers told them through connected packaging. At the heart, it’s a consumer intelligence platform."

What's next?

As we look ahead to , Jenny predicts key themes will include:

• Greater uptake of GS1 codes
• Dual QR code strategies for DPP and marketing
• Growth in authentication tools for anti-counterfeit and consumer trust
• Expansion of accessible packaging initiatives like NaviLens

"I think we’ll definitely see more maturity," she says. "Not just 'should we do it?' but 'how do we do it well?' That’s when things really get exciting."

Packaging Innovations & Empack 2026 this February offers brands a roadmap to navigate the fast-evolving world of connected packaging, regulation, and data-led creativity. For brands looking to get ahead, the time to scan in is now.  and be ready for what comes next.