What is it?

Launched in 2014 by the members of Metal Packaging Europe – the trusted authority on metal packaging in Europe – the Metal Recycles Forever^TM mark is paramount to informing and helping consumers better understand the key role they have to play in keeping metal in the material loop by recycling their empty packaging.

We are committed to an average European metal packaging recycling rate of 80% by 2020.

Today, 75% of metal packaging is recycled in Europe, making metal packaging among the most recycled forms of packaging. High recycling rates lower overall energy consumption: using secondary raw material means an energy savings compared to virgin material use.

Licensing the Metal Recycles Forever^TM mark – for use on- and off-pack – makes it clear that your packaging can be recycled over and over again without loss of quality. No ambitious language or clever wording required, just a clear statement that metal is forever.

The Metal Recycles Forever^TM mark is designed to work across any pack format, product application and brand, to help consumers see how they can play a positive and active role in recycling. It is meant to work on-pack and off-pack to help the industry and brands achieve greater levels of recycling and generate less waste.

One consistent meaning and message that works in multiple languages across multiple formats across Europe. And one identity enables the metal packaging industry and the brands it works with to communicate a consistent and cohesive message at every touch point. The Recycles Mark is in compliance with EU Green Claims.