A new campaign showcases why steel is the smart packaging choice

30 May 2025

A new campaign showcases why steel is the smart packaging choice

While other materials are still struggling to match the strength, shelf life and recyclability of steel cans, we have backed a new campaign that reminds brands and retailers of all the reasons to continue using steel cans.

This exciting new campaign, launched by our partners at Metal Packaging Europe showcases why steel packaging is the smart choice - offering superior protection, enhanced brand appeal, and true circularity. Plus helping reduce food waste.

Really refreshing to see a variety of new campaigns shifting the steel can from a commodity of compromise to a healthy, affordable and easy way to pack food and other products. Steel packaging is cementing its position as a packaging for the future!

Find out more here

Full name	Hugo Loudon
Current position	President IFRA (International Fragrance Association)
The reason for nomination	Alexander led the association for 5 years, contributed to increasing understanding of the concept of permanent materials and implemented first digital and social media initiatives.
What is the greatest myth about steel packaging that the industry needs to debunk?	Steel is sometimes perceived as a basic and modest packaging material. However, steel packaging is more than that. Steel packaging is a highly sophisticated and modern material. It a permanent material -endlessly recyclable, which makes is the perfect material for the future.

Full name	Alexander Mohr
Current position	President IFRA (International Fragrance Association)
The reason for nomination	Alexander led the association for 5 years, contributed to increasing understanding of the concept of permanent materials and implemented first digital and social media initiatives.
What is the greatest myth about steel packaging that the industry needs to debunk?	Steel is sometimes perceived as a basic and modest packaging material. However, steel packaging is more than that. Steel packaging is a highly sophisticated and modern material. It a permanent material -endlessly recyclable, which makes is the perfect material for the future.