Packaging giant Rexam has introduced a new 'Metal Recycles Forever' logo to cans it has produced for UK microbrewer Concrete Cow, which is the first time that the emblem has been used on commercially available packaging.
Metal Recycles Forever is an initiative endorsed by all members of Metal Packaging Europe, which is intended to inform consumers about the inherent recyclability of metal packaging, ultimately encouraging them to recycle more.
"We are now focussing on encouraging more of our customers to include the symbol on their cans, in a bid to change consumer attitudes to recycling," said Rexam's European Sustainability Manager, Matthew Rowland-Jones
"As Europe’s largest beverage can maker, we have a responsibility to support and encourage consumers to recycle their cans, through on-pack and wider marketing communications.”
The logo is available in 15 different languages.
© 2015 European Supermarket Magazine – your source for the latest retail news. Article by Stephen Wynne-Jones. To subscribe to ESM: The European Supermarket Magazine, click here.
