Meat Packaging Innovation ProAmpac and Divilly’s Launch Recyclable Fibre Solution
ProAmpac, a leading global innovator in flexible packaging and material science, has announced a strategic collaboration with Galway-based Divilly Brothers, one of Ireland’s most respected family-run meat producers. Together, the two companies are introducing ProActive Recyclable® FibreSculpt, a breakthrough fibre-based packaging solution, to the Irish chilled cooked meats market. The partnership reflects a shared commitment to balancing premium product quality with environmental responsibility, addressing growing consumer demand for sustainable packaging in the food industry.
Divilly Brothers’ Heritage and Innovation
Divilly Brothers, a household name in Ireland, has long been recognized for its dedication to crafting premium cooked and sliced meats that honor both tradition and innovation. Established as a family business, the company has built its reputation on consistent quality, trust, and a passion for food excellence. Today, under the leadership of Managing Director Peter Divilly, the brand continues to evolve in response to changing consumer expectations, particularly around health, wellness, and sustainability.
With this latest launch, Divilly Brothers is debuting its new no added nitrite ham range — a significant milestone for the company. Nitrites, commonly used in cured meats, have faced increasing scrutiny from health-conscious consumers. By eliminating added nitrites while maintaining great taste and freshness, Divilly Brothers is offering a product that aligns with shifting dietary preferences. The company has chosen to package this new range in FibreSculpt, thereby strengthening its environmental credentials and reinforcing its reputation as a forward-thinking, responsible brand.
“Quality has always been at the heart of what we do,” said Peter Divilly. “By partnering with ProAmpac to introduce recyclable, fibre-based packaging, we are not only upholding our environmental promise but also ensuring that the freshness and flavor our customers expect remain uncompromised.”
FibreSculpt: A Sustainable Packaging Breakthrough
At the center of this collaboration is ProActive Recyclable FibreSculpt, a high-barrier, fibre-based solution specifically engineered for thermoforming applications such as chilled cooked meats, cold cuts, sliced cheeses, and fish. FibreSculpt is unique in combining product protection, shelf-life extension, and visual appeal with kerbside recyclability.
Containing more than 90% fibre content, the material is fully compliant with OPRL guidelines and can be recycled through existing kerbside systems across both Ireland and the UK. This ensures that packaging does not end up in landfill, instead re-entering the recycling stream and contributing to the circular economy. For brands like Divilly Brothers, FibreSculpt offers a distinctive point of differentiation in a competitive marketplace, where eco-friendly credentials increasingly influence consumer purchasing decisions.
“Working with Divilly Brothers to launch FibreSculpt in Ireland — and doing so alongside the debut of their no added nitrite ham — highlights how performance and sustainability can go hand in hand,” explained Adam West, Product Development Engineer at ProAmpac. “This technology ensures operational efficiency, maintains excellent shelf life, and delivers strong consumer appeal, all while supporting recyclability goals.”
Meeting Consumer Demand for Sustainability
Consumer expectations are evolving rapidly. Shoppers are not only more health-conscious but are also actively seeking out brands that demonstrate a genuine commitment to the planet. According to recent industry surveys, more than 70% of consumers prefer products in recyclable or compostable packaging, and a growing percentage say they are willing to pay more for environmentally friendly options.
By adopting FibreSculpt, Divilly Brothers is reducing reliance on traditional plastics, a critical step toward lowering environmental impact. At the same time, the packaging maintains the premium look and feel that customers associate with high-quality meat products. FibreSculpt’s thermoformed design ensures durability and freshness, making it a viable alternative to conventional packaging without compromising food safety.
ProAmpac’s Leadership in Responsible Packaging
This collaboration underscores ProAmpac’s position as a global leader in sustainable packaging innovation. With a portfolio that includes recyclable, compostable, and post-consumer recycled content solutions, the company has become a trusted partner for food and consumer goods brands seeking to meet Environmental, Social, and Governance (ESG) targets.
ProAmpac’s ProActive Sustainability® platform has been at the forefront of developing technologies that reduce plastic use, improve recyclability, and drive circularity. FibreSculpt joins a family of solutions that empower brands to achieve packaging sustainability without sacrificing performance.
“ProAmpac’s mission has always been about designing packaging that is both functional and responsible,” West added. “Through collaborations with partners like Divilly Brothers, we’re proving that innovation can solve the dual challenge of protecting food while protecting the environment.”
Driving Industry Momentum
The launch of FibreSculpt in Ireland is likely to influence broader adoption across the European chilled foods sector. With regulatory pressures mounting around single-use plastics and extended producer responsibility (EPR) schemes gaining momentum, food manufacturers are under increasing pressure to find recyclable alternatives. ProAmpac and Divilly Brothers’ partnership demonstrates a practical, scalable solution that balances regulatory compliance with consumer satisfaction.
Moreover, FibreSculpt can be extended beyond meats to categories such as dairy, seafood, and plant-based proteins, opening new avenues for brands to enhance their sustainability credentials while ensuring robust product protection.
