Coveris has entered the bakery thermoforming sector through a strategic partnership with Signature Flatbreads and Middle Eastern and North African food brand Al’Fez.
The collaboration brings the company’s proprietary PolyFlex Thermoform technology to the flatbread category for the first time commercially. The recycle-ready, high-barrier thermoformed pack is now being introduced across bakery retail channels in the UK and Europe.
The initial launch covers three Al’Fez flatbread products, including Turkish-Style Flame Baked Mini Flatbreads. High-clarity film and prominent serving imagery help the packs achieve stronger visual impact on shelf while supporting product presentation.
Coveris’ move into flatbread thermoforming reflects a broader strategy that strengthens its technical capabilities, sustainability credentials and position within evolving food manufacturing trends.
Expanding high-barrier thermoforming expertise
Developing a high-barrier thermoformed structure for bakery products demonstrates Coveris’ ability to adapt sophisticated packaging technology for new applications. The solution offers an alternative to the non-recyclable laminate films traditionally used for products requiring extended shelf life.
Supporting the “No Waste” sustainability strategy
Coveris has made its “No Waste” strategy central to its business identity. PolyFlex Thermoform replaces conventional nylon-based, non-recyclable thermoformed laminates with a nylon-free, recycle-ready polyolefin structure. Its use in high-volume retail bakery applications demonstrates how the company is advancing food and drink sustainability while helping customers prepare for changing food and drink regulations.
The packaging solution supports current retailer soft-plastic collection points under the UK Simpler Recycling initiative and is designed to align with the future mandatory kerbside collection of flexible films. It also assists brand owners in managing UK Extended Producer Responsibility (pEPR) obligations and meeting the objectives of the EU Packaging and Packaging Waste Regulation (PPWR).
Demonstrating in-house development and testing
The project also showcases Coveris’ research and development capabilities, supported by specialist testing facilities. Teams at the company’s Film and Food Science Labs in Winsford and Gainsborough, UK, developed and evaluated the material. Testing confirmed a 12-week shelf life, while performance on existing packing lines matched or surpassed that of the previous non-recyclable structures.
This result reinforces Coveris’ role as a technical packaging partner capable of addressing demanding barrier, efficiency and production requirements without asking customers to purchase new equipment. The approach reflects the wider progress being made in food processing technology and food and drink packaging.
Commercial validation and industry recognition
The partnership with Signature Flatbreads, one of the UK’s leading flatbread manufacturers, and established brand Al’Fez provides strong commercial validation for the new packaging format. The launch has also received early industry attention, with Coveris shortlisted for ‘Best New Concept’ at the UK Packaging Awards and ‘Sustainable Product Design’ at the Plastics Industry Awards.
“The launch of PolyFlex Thermoform is a significant advancement in thermoforming packaging and a new solution for the bakery sector for high-barrier applications,” noted Mark Robinson, UK flexibles technical director at Coveris. “We have worked collaboratively with Signature Flatbreads to ensure PolyFlex Thermoform delivers across every requirement, from efficient packing through to shelf-life validation and overall functionality.”
The launch reflects several key food and beverage industry trends, including the shift toward recyclable formats, the growing importance of food distribution trends and the need to respond to changing food and drink consumer trends. It also highlights how food and drink industry innovation can combine packaging performance, regulatory readiness and stronger food and drink marketing at retail.