The use of plant-based, 100% recyclable polymer polyethylene furanoate (PEF) in packaging instead of virgin plastic is gaining momentum. Now this material will be used for packaging products of the LVMH Group (Moët Hennessy Louis Vuitton).

The luxury conglomerate's PEF supplier for perfume packaging and other beauty products will be Dutch company Avantium. At the moment, the company is actively developing, building a new plant for the production of furandicarboxylic acid (FDCA) from plant-derived sugars. FDCA is an important ingredient in the creation of PEF, which Avantium says is stronger and more protective than conventional petroleum-based plastic, provides superior protection and reduces the overall amount of packaging needed for any product.

The companies inform that PEF packaging tests for LVMH beauty brands such as Parfums Christian Dior, Givenchy Parfums and Guerlain have been successful. It is expected that product packaging in this material will contribute to the wider adoption of PEF in the cosmetics market and the development of the circular economy in general.

Interestingly, almost immediately after signing the contract with the LVMH Group, Avantium signed another major contract for the supply of PEF - this time with the Brazilian brewer AmBev, part of AB InBev Group, the largest brewer in the world. AmBev will purchase PEF to produce bottles for its soft drinks. In addition, Avantium is participating in Paboco's 2.0 fiber bottle project for the Carlsberg Group.

The materials of the websites packagingeurope.com, avantium.com were used.