The year 2024 marked a pivotal point for Sabert Corporation Europe, a frontrunner in sustainable food and drink packaging. As the company anticipates a vibrant 2025, Senior Vice President and Managing Director, Alex Noake, reflects on the achievements of the past year. “Last year was a year of significant milestones,” he states. “We launched three major product lines in 2024 and initiated development on several more, which we are eager to unveil this year.”
Setting the Benchmark for Innovation in Sustainable Packaging
Renowned for its pioneering role in the foodservice packaging sector, Sabert continued to garner accolades in 2024. The Snap2Go range, which provides a fully recyclable solution for chilled meals and food-to-go sectors, won the New Product category at the British Sandwich & Food to Go Industry Awards – The Sammies.
Later that year, the Tray2Go packaging solution, specifically designed for sushi, other chilled food-to-go items, confectionery, and baked goods, secured the prestigious National Gold Award in the Paper & Packaging Innovation category at the Green Apple Awards for Environmental Best Practice.
August 2024 saw the full market launch of Hot2Go – a revolutionary, fully recyclable solution for hot food on the move. Its plastic-lamination-free design aligns with Sabert’s commitment to sustainability. “Hot2Go is already transforming the market, and we look forward to showcasing it alongside our other innovations at Packaging Innovations 2025 at the NEC in February,” adds Alex.
Redefining Bagasse in 2025
Over a decade ago, Sabert pioneered the introduction of high-quality Bagasse Pulp packaging solutions in the European market, setting an industry gold standard. As we approach 2025, while competitors strive to imitate Sabert’s success, the company continues to forge ahead with creativity, superior quality, and groundbreaking innovations.
“Many years ago, Sabert introduced Pulp to the market, and since then everyone and their shadow has tried to replicate what we’ve achieved,” remarks Alex Noake. “In fact, some people openly tell us, ‘We copy you’. At Sabert, we view this as a badge of honour—it signifies that we are leading the way. This inspires us to innovate continuously, with bagasse being central to our R&D efforts for 2025. Our aim is to expand the possibilities of Pulp-based packaging, but that’s all I’m saying for now—you’ll have to wait and see.”
With Innovation Comes Evolution
“With innovation comes evolution, and we are announcing a few changes to people and roles across the business,” states Sabert’s Global CEO, Paul McCann. “Firstly, Philippe Leemans, our European business leader, has transitioned to a consulting role with a focus on New Product Development. Having joined Sabert 36 years ago, Philippe’s leadership has been instrumental in establishing the robust and successful European business we have today.
“With this update, I am excited to announce that Alex Noake has taken on the role of Senior Vice President and Managing Director of Sabert Corporation Europe, while also leading our business initiatives in the UK and Ireland. Alex joined Sabert in 2023, bringing extensive experience from Bunzl, where he held various financial, commercial, and general management leadership roles. His efforts at Sabert have quickly reignited our sales growth and repositioned our commercial team for ongoing success throughout the continent.”
Recently, Sabert Corporation Europe enhanced its sales organization with prominent leadership additions, including Jack Richardson as Global Accounts Lead; Mark Byrne as Sales Director for the UK, Ireland, and Norden; and Jean Daniel Fouquet as European Sales & Marketing Director. “Our new sales leaders are redefining what’s possible in their regions. With their unique strengths and shared commitment to excellence, they are creating opportunities to excel in the market. This marks the beginning of an extraordinary journey for our sales organization and our customers,” proclaims McCann.
In addition to the sales team, Sabert has announced that Olivier Bracq will expand his role at Sabert Corporation Europe as Regional Chief Operating Officer and Chief Financial Officer, reporting to Alex. “Olivier joined Sabert in 2018 as Finance Director and has since broadened his responsibilities to include Belgian operations. His strong financial acumen has significantly contributed to fostering a culture of continuous improvement and efficiency throughout our operations and supply chain,” shared McCann.
“I am confident that Alex, Olivier, and the entire team will continue to grow and expand Sabert Corporation Europe, building on the legacy Philippe has created.”
Sabert Corporation Europe in 2025
“With over 40 years of experience in delivering innovative, sustainable food and drink packaging solutions of the highest quality, supported by exceptional customer service, we remain committed to our mission,” concludes Alex Noake. “Reinventing food packaging to nourish and protect our world – ‘We make food look great’ has evolved into more than just a tagline.”
“We will continue to offer our clients the best guarantees in quality, safety, and service, establishing Sabert as the ‘go-to’ provider for every foodservice operator’s sustainable 2Go foodservice packaging solutions.”
To explore Sabert’s latest sustainable food and drink packaging solutions, visit stand G50 at the annual Packaging Innovations show at the NEC, Birmingham, on February 12th and 13th, or Booth D55 at the 60th Anniversary CATEX 2025, to be held at The Royal Dublin Society, Simmonscourt, Dublin on February 18th-20th. For those traveling, meet us at Booth G6C16 at the Sirha exhibition from January 23rd to 27th in Lyon.