During the event experts from various fields – product development, circular economy, sales and food safety – discussed how to define premium concepts and how to take premium to the next level using a sustainable approach. Key take-aways for the industry are that premium products are driving growth for retail and consumers are willing to pay more for such goods. However, these products must deliver on their promises of quality, transparency, perfect user experience, and environmental friendliness. The conclusion was that packaging plays a key role in moving products into the premium segment since it can provide all these attributes. A major issue now for the whole food industry is sustainability and finding solutions for the premium segment compatible with the circular economy. In their quest to reduce waste, producers and retailers can be aided by a life cycle assessment which shows them the environmental impact associated with all stages of a product’s life: from raw materials to manufacturing, use to the end of life disposal or recycling. Packaging innovations can help reduce plastic, food waste, carbon footprint and in turn improve sustainability of the whole value chain. With 76% of European consumers saying they would think more highly of food brands using packaging that helps them to reduce food waste, retailers need to revisit their packaging solutions.