The rigid pulp inserts that cushion products inside phone boxes and perfume cartons have traditionally relied on wood as their base material. Z1RO, a materials-focused startup operating from France, is working to shift this paradigm by sourcing moulded fibre from fallen leaves, hemp hurds, European bamboo and agricultural byproducts instead.
Alexander Sobolenko, who previously founded and led Releaf Paper—a company known for manufacturing paper from fallen leaves—established Z1RO to extend this raw-material approach into the moulded fibre sector. While Releaf focused on paper and carrier bags, Z1RO is applying similar principles to a different packaging category.
How the material is supposed to work
Z1RO's manufacturing approach preserves a portion of the lignin naturally present in plant fibres. Since lignin functions as a natural binding agent, the startup contends that its material requires less intensive processing and fewer chemical inputs than standard pulp-based alternatives, and can operate on equipment already used for conventional moulded fibre production. The company bases these projections regarding energy and chemical reductions on preliminary technical and economic evaluations.
The regulation behind the pitch
The EU's Packaging and Packaging Waste Regulation (PPWR) came into force in February 2025 and became generally applicable on 12 August 2026. The regulation aims to ensure all packaging circulating in the EU market is recyclable by 2030 and introduces new requirements around material composition, reuse systems and waste management. While the PPWR does not explicitly mandate the elimination of wood pulp, Z1RO is positioning itself to capture demand from companies redesigning their packaging to meet the new standards.
Who it is aiming at
Z1RO is not pursuing the cost-sensitive segment dominated by egg-carton manufacturers. Instead, the company is targeting packaging categories where aesthetics and tactile qualities carry commercial weight: cosmetics and beauty products, consumer electronics, wines and spirits, luxury goods and premium gifting items. The visible texture created by natural fibres represents a differentiator Z1RO believes will resonate in these higher-value segments.
We aim to build a scalable business around non-wood biomass
Alexander Sobolenko
What exists so far
Z1RO appeared among eight Ukrainian startups showcased at VivaTech 2026 in Paris during June, with the company securing a slot in the conference's main pitch programme. Packaging Europe included Z1RO in its shortlist for the Start-Up, New Materials category at its Sustainability Awards, and Hello Tomorrow designated it a Deep Tech Pioneer.
The startup reports running three B2B pilot initiatives across the EU and collaborating with European research institutions and manufacturing partners in preparation for initial commercial launches. Z1RO is seeking €500,000 in funding to support industrial scaling and market expansion.
Source: Startup Reporter
