evercycle expands Novelis’ portfolio of high-recycled content aluminum sheets and is part of the company’s plan to increase its overall recycled content to 80% by 2020.
evercan for beverage cans
In 2014, the firm introduced recycled content evercan for beverage cans, which is now available globally.
Phil Martens, president/CEO, Novelis, told FoodProductionDaily the product is certified by SCS Global Services to contain 100% recycled aluminum, made up of 90% post-consumer content and 10% customer manufacturing scrap.
“We began shipping evercycle in January of this year to major producers of semi-rigid containers in the US,” he said.
“This represents the first application, but we are already developing other uses across our specialty products portfolio, including appliances and cookware.”
Martens added the launch of evercycle for food containers is the next step in its commitment to sustainability.
Consumers are bombarded with environmental messages
He said survey data shows growing consumer preferences for sustainable packaging, according to a recent study by Forum for the Future.
It found sustainability does influence consumer choice at the grocery store and people want to get involved in corporate sustainability efforts.
People react positively towards companies that use sustainable packaging and would consider switching to a comparable brand that offered a more sustainable option. They want companies to address sustainability through the materials they use and the products they offer.
The desire for sustainable products is set to increase. Major brands think that future consumers will be highly interested in sustainable lifestyles, and that this will drive business growth.
However, consumers are bombarded with environmental messages, so brands must convey both information about the issues as well as the expected individual and collective impact.
“There are several container options in the market, but evercycle aluminum is a truly sustainable package,” said Martens.
“evercycle also offers a material advantage, as aluminum food containers are infinitely recyclable, they are the only packaging that can withstand extreme temperature changes, it can save time during food preparation - they can go from the freezer to the oven to the table in the same packaging, and aluminum containers are leak-resistant, sturdy, stackable, and keep foods fresher.”