Novelis and Beiersdorf Raise Recycled Aluminium Content in NIVEA Creme Tins to 95%

Photo Credit: Novelis

According to company reports, Novelis and Beiersdorf have increased the recycled aluminium content of the iconic NIVEA Creme tin to 95%, up from 80% in 2024, marking a further step in reducing the packaging’s carbon footprint. The partners said the higher recycled content maintains the tin’s durability, quality and distinctive blue appearance while reducing emissions associated with its aluminium content compared with primary aluminium.

The increase follows joint research and development by Novelis, an aluminium rolling and recycling company, and Beiersdorf, the consumer goods company behind NIVEA. The collaboration focused on optimising alloy composition and manufacturing processes to accommodate a higher proportion of recycled material without compromising packaging performance or appearance.

“This uplift further reduces our carbon footprint while the trusted quality and iconic design of our blue tin remain identical for our consumers,” said Philip Helm, Packaging Development Manager at Beiersdorf. Novelis Europe Vice President Commercial Michael Hahne said the achievement reflects both companies’ commitment to advancing circular-economy practices through recycled aluminium.

The material is sourced through Novelis’ European recycling network, including its Nachterstedt facility in Germany. According to Novelis, the plant has an annual recycling capacity of 400,000 tonnes, making it one of the world’s largest and most advanced aluminium recycling centres.

Aluminium is widely used in circular packaging systems because it can be recycled repeatedly without losing its essential properties. Recycling aluminium typically requires around 5% of the energy needed to produce primary aluminium, with emissions reductions of up to 95%, according to the companies. Increasing recycled content can therefore reduce demand for primary metal while conserving resources and lowering the packaging’s material-related environmental impact.

The 95%-recycled-aluminium NIVEA Creme tin has been available in Germany since early 2026. Novelis and Beiersdorf plan to expand availability across Europe and other markets from 2027, while continuing to explore further increases in recycled content and lower-emission packaging solutions.

Source: Novelis

SUNSHINE Spotlight: The move from 80% to 95% recycled aluminium demonstrates how collaboration between material suppliers and consumer brands can increase recycled content in established packaging formats without changing their key performance and design characteristics.