NatureWorks® PLA: brand overview

Fresh food packaging from nature – it’s just that simple. NatureWorks® PLA is a clear, nature-based food packaging resin made 100 percent from field maize. Packaging from NatureWorks PLA is a natural fit for fresh, wholesome foods and beverages. And, because NatureWorks PLA is made from maize, it can be composted*.

• Market research on the brand concept in Europe, North America and Japan has identified a clear segment of consumers who are attracted to the idea of packaging from nature.

• In-store, retail commercialization confirms that NatureWorks PLA packaging is a strong point-of-purchase differentiation for fresh foods.

Branded Packaging as a Marketing Tool

The combination of performance and environmental attributes creates a natural appeal for NatureWorks PLA:

• Food Packaging – Retailers and brand owners around the globe are using NatureWorks PLA packaging to differentiate their fresh food products to consumers.

o NatureWorks PLA looks and feels like traditional plastic packaging – it is strong and durable to protect food and retain freshness, and crystal clear to allow consumers to see the food inside.

o Consumers perceive the food as fresher and more wholesome.

o It creates an additional marketing advantage by extending the natural appeal of the food to the entire product offering. Sample applications include fruit and vegetable packaging, deli and bakery containers, egg trays, and film wraps for confectionary and floral items.

• Bottles – Beverage brand owners are using NatureWorks PLA to help their products stand out on crowded retail shelves.

o NatureWorks PLA bottles look, feel and perform like those made from traditional plastics.

o The resin allows for varied and complex bottle shapes and sizes that draw the attention of the consumer.

o NatureWorks PLA bottles are ideal for short-shelf-life applications that use cold-filling techniques such as still water, fresh juices, dairy beverages, edible oils and other related products.

o NatureWorks PLA bottles offer a range of disposal options, which means they can play a key role in landfill diversion. They can be composted, and they fit into the existing North American recycling infrastructure.

• Disposable Serviceware – NatureWorks PLA allows retailers, brand owners and foodservice operators to provide a more responsible option for disposable cold drink cups, bowls, plates, and cutlery.

o The advantage of serviceware made from NatureWorks PLA is the ability to be composted. It can be collected with food waste and transported to an appropriate commercial composting facility.

o Cups feature high gloss and clarity, strength and excellent printability.

• Labels – NatureWorks PLA provides beverage and food retailers a clear, nature-based option that can give their brands more shelf appeal.

o Labels made from NatureWorks PLA offer a clear, natural alternative for brand owners wanting the “no-label” look for their product.

o Optimum aesthetics, clarity and gloss make NatureWorks PLA labels a natural compliment to rigid containers and bottles also made from the nature-based material.

• Specialty Cards – Gift, phone, key, credit and retail cards made from NatureWorks PLA provide retailers a more responsible option to traditional plastics, and often replace PVC for these applications.

o Cards made from NatureWorks PLA provide all of the convenience and functionality of traditional cards.

o NatureWorks PLA allows for a wide array of printing options.

Brand Advantage at Retail

• Proven stopping power … Consumers are intrigued by the notion of packaging from corn and want to see, touch and try the new containers.

• Natural-in-natural tie-in … Imagery of fields, farms and maize create quick and powerful visuals that appeal to shoppers and invite them to learn more about the new packaging.

• Enhanced product perception … Consumer anecdotes indicate NatureWorks PLA creates a “halo” effect whereby food packaged in it seems fresher, more natural and wholesome.

• Boosts retailer brand image …The NatureWorks PLA brand has been specifically developed to complement, support and enhance both existing and new brands.

• Brand support … NatureWorks LLC’s experienced brand team works seamlessly with retailers, brandowners and foodservice operators to ensure the appropriate level of support, with licensed users of the NatureWorks brand having access to a preferred partner Web site that provides instant access to downloadable graphics and materials.

On-the-Shelf Examples

NatureWorks PLA is seeing strong grocery retail and foodservice success in Europe and North America including:

• Grocery Retailers and Food and Beverage Companies:

Europe

• Alken-Maes

• Auchan

• Bio-Planet

• Coop Italia

• Huhtamaki

• Il Melograno

• IPER

• Delhaize

• Monoprix

• Belu Water

North America

• BIŌTA Water

• Citarella

• Club Fresh

• Del Monte Fresh Produce NA

• Earth Fare

• Farm Fresh

• Market Basket

• Newman’s Own Organics

• Naturally Iowa Dairy

• Turco’s

• Wild Oats Markets

• Foodservice Operations and Events:

Europe

• Antilliaanse Feesten

• Dranouter Folk Festival

• Pukkelpop

• The Netherlands

Queen’s Day Celebration

North America

• Columbia University

• ESPN X-Games

• National Mall

• Oakland Coliseum

• Telluride Bluegrass Festival

• Telluride Film Festival

Technology Behind the Brand

The technology to produce NatureWorks PLA essentially harvests the starch stored in natural plant sugars. The sugar is then fermented into lactic acid, which is used to create a clear plastic called polylactide (PLA) that can be shaped into a variety of bottles, containers, trays, film and other packaging.

In addition to the appeal of its annually renewable feedstock, NatureWorks PLA offers many other environmentally preferred benefits. From cradle to resin, its production uses 68 percent less fossil fuel resources than traditional plastics and it is the world’s first greenhouse-gas-neutral polymer. **

Reader enquiries

NatureWorks
Gooimeer 6-10
1411 DD Naarden
Netherlands

+31 35 699 1344

www.natureworkspla.com