Metallised NatureFlex Helps ‘Purple go Green’

“We chose metallised NatureFlex NM to wrap the Cadbury Flake as it offers both technical and environmental benefits for us and fits in perfectly with our ‘Purple Goes Green’ program to extend the use of biodegradable packaging.”

10 May 2010 --- Innovia Films’ metallised, biodegradable material, NatureFlex NM, has been selected by major confectionery manufacturer, Cadbury, to wrap its Flake brand in Australasia.

NatureFlex NM is a cellulose-based, biodegradable film, manufactured from renewable wood pulp, metallised in-house and suitable for home composting.  This is achieved because the level of metal is so small – less than 0.02% - that it only slows the film’s degradation by a matter of days without interfering with its biodegradability in any other way.  Other modified coatings ensure excellent metal lay-down and adhesion providing a very high moisture barrier.  It is this high barrier that keeps Cadbury Flake in premium condition.

Keith Chessell, Packaging Technical Specialist, of Cadbury Australia, outlined why they opted for NatureFlex in this application, “We chose metallised NatureFlex NM to wrap the Cadbury Flake as it offers both technical and environmental benefits for us and fits in perfectly with our ‘Purple Goes Green’ program to extend the use of biodegradable packaging.”

NatureFlex begins life as a natural product – wood.  The wood pulp is sourced from managed plantations from referenced suppliers operating Good Forestry principals (FSC or equivalent).  NatureFlex films typically have a renewable biobased content of some 95% according to ASTM D6866.

It also offers advantages for packing and converting such as inherent deadfold and anti-static properties, high gloss and shine, resistance to grease and oil, good barrier to gases and aromas, receptive to cold seal adhesive and excellent twist properties.

“Cadbury is joining an increasing number of major brand owners who want to do the right thing and see the advantages that NatureFlex delivers in helping them on this path.  We are delighted to have assisted them in achieving not only their objectives of using more biodegradable packaging materials, but in making them aware of the ‘wise choice’ on offer,” said Barend van den Hoek, Innovia Films’ General Manager – Asia Pacific.