Inc.s new high-recycled-content aluminum sheet product
for the beverage can market is commercially available in North
America and Europe, and will be accessible worldwide later in
2013, the company said May 2.
Dubbed the Novelis "evercan,"
the product should allow beverage companies to offer standard
12-ounce aluminum cans made from a minimum of 70-percent
recycled content, including 90-percent recycled aluminum in the
cans body sheet, Novelis said.
"This is an important step
toward delivering on our ultimate vision of an aluminum can
with up to 100-percent recycled content," Novelis president and
chief executive officer Philip Martens said in a statement. The
evercan represents "tremendous progress in sustainable consumer
products packaging," he added.
"Novelis launch of the
evercan is an important part of its larger strategy to delink
the production of aluminum from greenhouse-gas-intensive
bauxite mining and primary aluminum production," Stuart L.
Hall, a Cornell University management professor who specializes
in sustainable global enterprise, said in a statement.
"The benefits of using recycled
rather than prime-based aluminum are well understood, and for
Novelis to be able to guarantee 90-percent-recycled-content
beverage can body sheet represents a real breakthrough,"
Jonathon Porritt, founder and director of London-based
sustainability nonprofit Forum for the Future, said in a
Beverage cans are made from
essentially two parts: the can end and the can body. The body
of the can is usually made from a mix of primary aluminum and
recycled aluminum, while the top of the can, which is stiffer,
tends to be produced from primary metal, a Novelis spokeswoman
said via e-mail. Combining the evercan in the body with the can
end results in a beverage container made from an average
minimum of 70-percent recycled aluminum, she said.
The evercan has been certified
by Emeryville, Calif.-based SCS Global Services, a third-party
environmental and sustainability standards firm, Atlanta-based
Novelis has said that it wants
to boost recycled content in its products to 80 percent by
2020, with beverage cans being a key part of that effort. Over
the past two years, the company has announced investments of
nearly $500 million to double its recycling capacity to 2.1
million tonnes by 2015.
Recycling aluminum uses 95
percent less energy and emits 95 percent less greenhouse gas
than primary aluminum production, the company said.