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★Mark us as a preferred sourceThe packaging of the iconic blue cream has reached a revolutionary milestone in the circular economy. Thanks to the collaboration between Novelis and Beiersdorf, the classic tins will now be made of 95 percent secondary raw material.
In short: Novelis and Beiersdorf have successfully increased the secondary raw material content of the classic blue Nivea creme tin. Following the 80 percent milestone in 2024, they have now achieved a 95 percent recycled aluminum ratio. The new packaging is already available in Germany since early 2026, and will be rolled out across Europe and other markets starting in 2027. This development can reduce the carbon footprint associated with the metal by up to 95 percent without compromising the trusted quality and design.
The use of recycled aluminum plays an increasingly important role in the sustainable packaging industry. Novelis, the leading producer of flat-rolled aluminum products and the world’s largest aluminum recycler, along with Beiersdorf, announced a major step in increasing the secondary material content in packaging. The iconic Nivea Creme tin is now produced with 95 percent recycled aluminum.
Benefits of 95 percent recycled aluminum packaging
The primary goal of the higher secondary raw material content is to significantly lower the carbon footprint associated with the metal used, compared to primary aluminum. This was achieved while maintaining the quality, durability, and premium appearance expected from the classic packaging.
The journey to this achievement was driven by Novelis’ expertise in high-quality secondary raw materials and Beiersdorf’s dedication to packaging development. Through joint research and development, the two companies optimized the alloy composition and manufacturing processes. Michael Hahne, Vice President Commercial at Novelis Europe, emphasized that this accomplishment underscores both companies’ commitment to advancing circular economy principles.
Strategic partnership in the packaging industry
According to Philip Helm, Packaging Development Manager at Beiersdorf, moving from their first milestone of 80 percent in 2024 to the current 95 percent is the direct result of their long-standing strategic collaboration with Novelis. He highlighted that this uplift further reduces their carbon footprint while ensuring the trusted quality and iconic design of the blue tin remain completely identical for consumers.
Environmental data and the European recycling network
Aluminum is an ideal packaging material for a circular economy because it can be recycled endlessly without losing its properties – a trend strongly supported by municipal collection systems as well. The recycling process uses only 5 percent of the energy required to produce primary metal, which reduces carbon emissions by up to 95 percent. Increasing the use of this secondary material helps conserve vital natural resources.
The raw material for the Nivea tins is sourced from Novelis’ European recycling network. This includes the Nachterstedt plant, one of the world’s largest and most advanced recycling centers of its kind, with an annual capacity of 400,000 tons.
Market rollout and future plans
The tin with a 95 percent ratio has been available in Germany since the beginning of 2026. According to the companies’ plans, it will be rolled out across Europe and other markets starting in 2027. Novelis and Beiersdorf are committed to continuing the exploration of opportunities to develop the next generation of low-emission and circular packaging solutions.
FAQ
Why is recycling aluminum so important?
Aluminum can be recycled endlessly without any loss of properties. The recycling process uses only 5 percent of the energy required to produce primary aluminum, reducing carbon emissions by up to 95 percent.
When will the new Nivea tins be available?
The tins with 95 percent content became available in Germany in early 2026. They will be rolled out across the rest of Europe and other markets starting in 2027.
Does the new material affect the quality of the Nivea tin?
No, through joint research and development, the alloy and manufacturing processes were optimized so that the tin maintains its durability, premium look, and trusted quality.
🔗 Official sources and references: 👉
Novelis Official Press Release
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