Magnum launches new tubs made with recycled plastic

Certified circular polypropylene from Sabic's Trucircle portfolio

Last year, the world-famous ice cream brand became the first to use Sabic’s certified circular polypropylene. Over 7 million tubs made with recycled plastic will be rolled out across Europe in 2020 and due to be launched globally from 2021 onwards. Photo - Sabic

Magnum, Unilever’s ice cream brand, has announced the roll-out of over 7 million ice cream tubs made with certified circular polypropylene from Sabic’s Trucircle initiative that uses feedstock made from recycling used, mixed plastic. Magnum is the first to use recycled plastic within the ice cream industry, following a successful pilot launch in Spain, Belgium, and the Netherlands last year.

According to the company, the launch claimed the ‘world’s first’ tub within the ice cream industry that contains recycled plastic. It aims to contribute towards the challenge of keeping plastic waste out of the environment and in the value chain.

New Magnum tubs have been developed in close collaboration between Unilever and Sabic. To answer consumers’ expectations of robust packaging from Unilever’s A-brand ice cream, Sabic has developed a new polypropylene impact copolymer for frozen food packaging. Sabic’s material uses post-consumer mixed plastic as feedstock, which is broken down into its molecular building blocks to create virgin plastics, which are then used to produce these new recyclable, ice cream tubs.

With more in-home consumption due to Covid-19, the introduction of these tubs and their impact on the environment becomes extra relevant as the world prepares for a new future. “We are proud to be the world’s first ice cream brand to pioneer this ground-breaking technology,” says Julien Barraux, global magnum vice president. “Through this new approach, we hope to lead the food and refreshment industry towards a more sustainable future, paving the way to a circular economy.”

Mark Vester, Circular Economy leader at Sabic, said, “Magnum tubs display a great collaborative effort between Unilever and Sabic, a true collaboration and innovation which drives positive change towards closing the loop on valuable, used plastics.”

The move is part of Unilever’s wider global packaging commitment to halve its use of virgin plastic, by reducing its absolute use of plastic packaging by more than 100,000 tons and accelerating its use of recycled plastic by 2025.

By the end of 2020, Magnum projects that it will use an estimated 160,000 kilograms of certified recycled plastic material. The Magnum tubs are now available in Europe and due to be launched globally from 2021 onwards.

As Magnum announced, all its packaging will soon be fully reusable, recyclable, or compostable and made with post-consumer recycled material to drive the circular economy approach. Using this new approach, Magnum hopes to lead the food and refreshment industry towards a more sustainable future, paving the way to a circular economy.

Sabic’s Trucircle portfolio

Sabic’s Trucircle solutions encompass the company’s circular materials and technologies, including certified circular polymers from the chemical recycling of used, mixed plastic, certified renewable polymers from the bio-based feedstock, and mechanically recycled polymers. SABIC’s certified polymers are based on a mass balance approach. To secure the chain of custody, the value chain parties require an ISCC PLUS certification. This widely recognized international sustainability certification scheme verifies that the mass balance accounting follows predefined and transparent rules. In addition, it provides traceability along the supply chain, from the feedstock to the final product.

Sabic is a global leader in diversified chemicals headquartered in Riyadh, Saudi Arabia. The company manufacture on a global scale in the Americas, Europe, the Middle East, and Asia Pacific, making distinctly different kinds of products such as chemicals, commodity and high-performance plastics, agri-nutrients, and metals.

The Covid-19 pandemic led to the country-wide lockdown on 25 March 2020. It will be two years tomorrow as I write this. What have we learned in this time? Maybe the meaning of resilience since small companies like us have had to rely on our resources and the forbearance of our employees as we have struggled to produce our trade platforms.

The print and packaging industries have been fortunate, although the commercial printing industry is still to recover. We have learned more about the digital transformation that affects commercial printing and packaging. Ultimately digital will help print grow in a country where we are still far behind in our paper and print consumption and where digital is a leapfrog technology that will only increase the demand for print in the foreseeable future.

Web analytics show that we now have readership in North America and Europe amongst the 90 countries where our five platforms reach. Our traffic which more than doubled in 2020, has at times gone up by another 50% in 2021. And advertising which had fallen to pieces in 2020 and 2021, has started its return since January 2022.

As the economy approaches real growth with unevenness and shortages a given, we are looking forward to the PrintPack India exhibition in Greater Noida. We are again appointed to produce the Show Daily on all five days of the show from 26 to 30 May 2022.

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