Many major brands across Europe have pledged to improve the recyclability of their packaging whilstalso increasing the proportion of recycled plastic they use. The European Commission has taken theconcerns of the public and organisations seriously, releasing the first ever Europe wide strategy onplastics at the beginning on 2018. The strategy proposes that by 2030, all plastic packaging placed onthe EU market should be either reusable or be recyclable in a cost-effective manner.