Board Tray for Plastic Tray Reduction: The packaging manager unveiled the fiber-based map tray that cuts the plastic up to 90%-a big step toward the supermarket stability
In a crucial step towards circular packaging solutions, the European packaging veteran has launched its latest permanent innovation: BarrierFresh Map Train. This new board -based alternative promises a decrease in plastic trays up to 90%, which marks a large growth in cold meat, fish and poultry packaging.
Low plastic in the fresh food sector develops stability with new board functionality, developed to meet increasing demand for recycled solutions. The launch confirms the cover’s commitment for its “waste” vision, providing retailers and food producers a reliable alternative for traditional rigid plastic bags.
A Market-Ready Solution That Maintains Performance
Unlike many alternatives, BarrierFresh MAP trays don’t sacrifice performance. They combine a sustainably sourced board with a custom EVOH barrier film, ensuring a hermetically sealed, shelf-stable pack with a 21-day shelf-life — critical for meat and poultry products that require extended freshness.
“This is a category-first breakthrough,” said Will Mercer, Research and Development Director at Coveris’ Paper division. “We’ve delivered plastic tray reduction while maintaining the protective performance, recyclability, and consumer usability expected in MAP trays.”
The new tray is fully printable, allowing for brand visibility, and is compatible with existing packing lines, making it an efficient switch for processors. Lightweight, stackable, and high-impact on-shelf, it functions across retail, wholesale, and foodservice channels.
Responding to Retailer and Consumer Pressures
Supermarkets across Europe have been vocal in their targets to reduce plastic packaging by 50% or more within the next five years. Coveris’ latest launch aligns directly with these ambitions, offering a format that suits both breaded poultry and prepared food applications.
Industry data shows that chilled MFP packaging is one of the largest contributors to single-use plastics in retail. Coveris’ response is timely — offering a plastic tray reduction strategy that doesn’t compromise on logistics, product safety, or merchandising quality.
Expanding a Sustainable Portfolio
This launch forms part of Coveris’ broader mission to become the most sustainable packaging company in Europe. The company has steadily expanded its portfolio of fibre-based, recyclable packaging over recent years — covering bakery, dairy, food-to-go, and now chilled proteins.
The BarrierFresh MAP tray is already being trialled by several leading European processors, with wider rollout expected in Q3 2025.
The Bigger Picture: Sustainability in Supermarket Packaging
As supermarket buyers face rising pressure to decarbonize supply chains and eliminate unnecessary plastic, solutions like this represent a turning point. Practical, scalable, and built for performance, Coveris’ innovation signals what the future of chilled food packaging could — and should — look like.
