New standard for brands: Glass Hallmark

New standard for brands: Glass Hallmark

A hallmark to stand for people and planet

As part of the European Week for Waste Reduction, over 220 participants joined representatives from the European glass industry at the online event to officially launch the new hallmark. A symbol of protection and recycling, the hallmark is the result of a collaborative year-long effort between industry, designers, customers and consumers to co-create a recognisable symbol of health and sustainability. The hallmark is available for licenced use on food and beverage packed in glass, as well as pharma, perfumery, and cosmetics products. Jointly developed by designers and consumers – who voted on the final logo – each element symbolises the commitment made when we choose glass: to use resources wisely in an endless loop; to recycle wherever possible; to protect and preserve both the quality of the product and the health of the people who use it; and to actively choose a sustainable future.



This new logo, a hallmark is available for licensed use on food and beverage packed in glass, as well as pharma, perfumery, and cosmetics products. 


Marking the first public reveal of the new symbol, Michel Giannuzzi, President of the European Container Glass Federation (FEVE), commented:
“This symbol marks the first milestone on our journey to work together with customers and brands to provide packaging solutions that answer to a growing sustainability focus from consumers. With glass already a success story in both sustainability and health, we want to remind the world what they already love about everyday products in glass. Our ultimate aim is for consumers across Europe to see this new hallmark on all products in glass packaging on the shelves – whether that’s preserved foods, beverages or olive oils – and to know that their choice of glass stands for creating a more sustainable future.”

Bonduelle, an industry leader in plant-based foods, voiced its support for the hallmark, with Arnaud Warusfel, Packaging Development Manager, offering the following endorsement: “If we only try to tackle the issue of sustainability individually, we will arrive in 2030 and realise that we have moved no further than some numbers on a Powerpoint slide. Standing for both environmental preservation and health, this new symbol will be a useful tool to coordinate brand efforts with those of our packaging suppliers, bringing together the concerns of business and the public to fully commit to sustainability.”


We commit to use resources wisely.
Glass is simple and doesn’t pollute the environment: it’s made from sand, soda ash and limestone, all raw materials which are found in nature. It is also infinitely recyclable, with endless lives. The same glass material can be indefinitely reused without any loss of quality, in an endless loop, and recycled again and again into new bottles and jars. This reduces waste, cuts CO2 emissions and saves raw material. Some glass packaging is even reusable, meaning it can be taken back to the store and directly refilled, again and again.


We commit to recycle.
Small actions make a difference. By choosing to buy and recycle glass – already considered the most recyclable and environmentally-friendly packaging by Europeans – everyone can play their part in protecting the health of our planet. People can actively contribute to reduce packaging waste, save raw materials, and help achieve a 100% collection rate across Europe by recycling their glass items wherever possible.


We commit to protect. 
Glass is a sustainably sound packaging material. Because of its inherent properties, glass acts as a safe barrier to external agents, meaning products are safely preserved for longer in glass, even once opened. This makes glass the natural choice for preserving not only the quality of the product, but the health of the people who use it.


The more sustainable future
we strive for will be built step by step and choice by choice, in moments big and small. Every time we choose glass, we are choosing that future, and promising to do our part to make that future real. It’s a promise to protect health – of individuals, of the planet, of society – so that we thrive together for generations to come.


Industry initiative backed by consumer desire for sustainable, healthy packaging

The new glass hallmark launch follows a survey of 10,000 European consumers across 13 countries, carried out by market researcher InSites Consulting. The findings demonstrate that not only are
Europeans increasingly concerned about the environmental impacts of packaging, but that the majority consider glass to be the safest, healthiest and most environmentally friendly form of packaging. This perception is increasingly driving their purchasing decisions:
● 42% buy more products in glass because they consider it can be recycled more than other
● 33% do so because they consider glass better at preventing food contamination and preserving
● 31% consider glass to give a strong health safety feeling
● 30% choose glass because it causes less littering of containers into the natural environment

While consumer desire to purchase more products in glass is high, they don’t always have the option: the top barrier cited for buying less glass (by 27% of respondents) is that their preferred brands are often not available in glass packaging. For brands looking to grow their market share, these are all clear drivers in favour of both increasing the availability of products packaged in glass, and making the message of preservation and protection resonate directly at shelf point.


On pack applications; printed on glass, embossed on the glass packaging,
printed on the label or printed on a transparent sticker.


Reaffirming a commitment to sustainability

The new hallmark design is the latest in a number of collaborative sustainability initiatives from the glass industry, including June’s launch of ‘Close the Glass Loop’: a major material stewardship programme which connects the entire European glass packaging ecosystem to boost bottle-to-bottle recycling. In March, container glass manufacturers joined forces to launch the ‘Furnace for the Future,’ the world’s first large-scale hybrid oxy-fuel furnace which aims to reduce carbon emissions by 50% by running on mostly green energy.

With the public expecting business to do its part for the environment, the glass hallmark represents the ideal visual medium for brands to demonstrate their commitment towards sustainability. The glass industry invites all brands, customers and retailers to participate in the glass hallmark initiative to promote glass as the packaging of tomorrow, for the health of the public and the planet.


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