Awards beg the question: is it more important to be green or to be seen?

With the announcement of the 2006 Starpack winners looming - among them a category recognising efforts to reduce household waste - several finalists seem to be positively flaunting their contribution to landfill.

Accusations of overpackaging are nothing new, but the 2006 list of finalists throws the current debate about minimising packaging waste and promoting recycling into especially sharp relief.

Among those lining up for awards, some features of bulkier packs contribute to performance, some purely to aesthetics.

Masterfoods' microwavable, ready-to-drink Moment du Chocolat, entered by Mailway Packaging Solutions, uses a cup-in-cup design for insulation. This time keeping the chill rather than the heat inside the pack, the twin-walled Cool-Air tube entered by Robinson Paperboard Packaging helps white wine to keep its cool.

Among the premium spirits finalists, Diageo's Oronoco Rum uses an embossed, bonded leather wrap around the bottle to add to its appeal. The pack has been nominated in no less than seven award categories. Another spirits pack, produced by Field Packaging for Russkij Avangard's Russian vodka, comprises five different board units on a 'fairy tale' theme.

Starpack finalists shedding, rather than adding, layers of packaging include a shelf-ready design from Taylowe for Twining's Options and Ovaltine brands. Judges commended its ease of use and clear instructions - as well as the fact that it eliminates a film overwrap.

Other eco-friendly entries this year came from Sealed Air Cryovac, with its lightweight ovenable foamed crystalline polyethylene terephthalate tray (CPET), supplied to Northern Foods, and PET juice bottles for Marks & Spencer with up to 50% recycled content. This is the second year that the awards have included a WRAP-sponsored category for packs contributing to landfill reductions.

The awards coincide with a new push by the government-funded Envirowise programme to encourage packaging and waste minimisation among brand owners. Programme director Dr Martin Gibson points out that food and drink companies produce an estimated 10% of all commercial and domestic waste.

Specific Starpack award winners and the overall supreme gold are due to be announced at an awards ceremony on July 5.