More is less: better protection saves resources. In a direct subversion of the famous environmental mantra, this new and compelling report from the European Aluminium Foil Association (EAFA) brings fresh insight to the debate of sustainability and packaging. The report highlights major challenges for the food and drink industry. Mass media alarmism, food waste, and over-simplified solutions have led to confuse consumers and stalled industry action. Aluminium foil's unique properties make it a sustainable solution to many packaging dilemmas. The More is Less report, aimed at anyone with an interest in packaging, demonstrates the need to assess the impact of packaging in the context of the resources it protects.