AU FOOD joins EU flagship project to develop the next generation of plastic-free packaging

Research at AU FOOD is often centred around food. But sometimes, the expertise developed through food research can help solve challenges far beyond the food sector.

That is the case in BIOWRAP, a new European flagship project bringing together 14 partners from seven countries to develop the first industrially scalable production plant for PapairWrap – a fully paper-based alternative to conventional plastic bubble wrap.

Following the official kick-off, researchers from AU FOOD at Aarhus University are now embarking on a collaboration that aims to accelerate the transition towards more sustainable packaging solutions.

While BIOWRAP focuses on developing innovative fibre-based packaging materials, AU FOOD's contribution centres on the people who will ultimately use them.

Researchers Konstantina Sfyra, Niki Alexi and Geraldine N. Vasquez Pergolesi from AU FOOD's sensory science team are leading Work Package 4, which focuses on validating and optimising the new packaging solutions for different market segments.

The work includes engaging stakeholders across the value chain, identifying end-user requirements, studying consumer perceptions, validating packaging solutions in both business-to-business and business-to-consumer settings, and helping define packaging properties that support sustainable end-of-life handling and disposal. The team will also contribute to assessing market readiness and consumer acceptance – key steps in ensuring that innovative packaging solutions can succeed beyond the research phase.

Although the project falls outside AU FOOD's traditional research areas, it builds directly on the department's internationally recognised expertise in sensory science, consumer behaviour and user-centred innovation.

By contributing knowledge about how people perceive, use and interact with new materials, the researchers help ensure that technological innovation is matched by solutions that consumers and businesses are willing to adopt.

The project also represents an opportunity to expand AU FOOD's research portfolio while contributing to one of today's major sustainability challenges: reducing the use of fossil-based plastics through innovative bio-based alternatives.

With the project now officially underway, the researchers look forward to working closely with partners across Europe over the coming years and sharing progress as BIOWRAP moves from research towards real-world implementation.