SUPPLY CHAIN SUSTAINABILITY

“ We’ re proud to support the scale-up of Morro Coating and help Lieferando make plastic-free takeaway packaging a real, accessible option for tens of thousands of restaurants and millions of consumers across Europe.”

In practice, scaling sustainable solutions like Morro means balancing commercial viability with environmental performance. It must meet high demands for consistency, moisture resistance and flexibility while running on existing production lines.

For packaging manufacturers and distributors, that compatibility is a crucial factor in adoption.

Reshaping brand, loyalty and compliance Within the broader context of the food delivery economy, packaging is now a strategic element of brand identity and supply chain compliance.

Customers are no longer indifferent to what their meals are delivered in. Reports show that sustainable packaging can influence purchasing decisions and foster brand loyalty, as one McKinsey survey revealed that across 11 countries recyclability is the most important aspect of sustainability – with a significant portion of consumers willing to pay a premium for sustainable packaging options. Meanwhile, regulatory frameworks such as the EU Single-Use Plastics Directive are redefining what compliance looks like for both producers and distributors.

of plastic waste is produced every year globally

Source: UN

Lieferando’ s alignment with this regulatory environment reflects how sustainability has evolved from a marketing advantage into an operational imperative.

The synergy between practical usability, sustainability standards and brand purpose positions these new boxes as a template for packaging innovation across the foodservice sector.

For Lieferando’ s restaurant partners, it simplifies the path toward sustainable operations by offering a ready-to-use alternative that integrates smoothly with existing delivery models.

The power of collaboration What distinguishes this initiative is not just the material innovation but the collaborative ecosystem behind it.

Xampla’ s partnerships span multiple sectors, from packaging manufacturers like Huhtamaki and Transcend Packaging to chemical producers such as the 2M Group of Companies. Through these

134 January 2026