US Brands Bet Big on Fixing Film Recycling

Six major brands launch a coalition to boost US flexible film recycling and secure future supplies of reused material

18 Nov 2025

Flexible packaging has long been the unruly kid of the plastics family. It is light, useful, and everywhere, yet it slips out of most recycling systems with ease. Now a group of major consumer brands wants to rewrite that story through the US Flexible Film Initiative, a new coalition built to bring these films into the circular economy.

The effort is led by six founding brands tied to household names like PepsiCo, Nestlé and Mars. Their timing is no accident. States such as California are tightening rules on packaging and advancing producer responsibility laws that make companies answer for what happens after customers toss their products. With flexible films showing up on more shelves, brands see a clear need for a better recovery plan.

Supporters call the Initiative one of the boldest attempts yet to modernize how films are collected and processed. Early plans include testing new sorting systems and reworking package designs so they glide more smoothly through recycling lines. California is the first proving ground, where shifting policies and new investments give recyclers room to try fresh ideas.

Executives say the push is driven by supply as much as sustainability. Companies scrambling for recycled material face rising costs and tougher competition. Joining the Initiative signals an effort to ease that pressure while nudging the market toward a steadier flow of usable film. The group hopes that stronger recovery systems will help them avoid shortages and keep long term plans on track.

Skeptics see hurdles ahead. Environmental groups argue that real progress will require rebuilt collection programs and clearer standards across state borders. Analysts also question whether new recycling technologies can mature fast enough to match rising demand. Yet many observers view the Initiative as a needed spark in a sector that has struggled to keep pace with modern packaging trends.

If the coalition succeeds, it could shift expectations for what flexible film recycling can deliver in the United States. The payoff could include fresh markets, lower material costs and a more reliable supply of recycled plastics. For a segment long considered nearly impossible to recover, that would mark a meaningful turning point.