Based on the idea of creating packaging that is optimised for recycling and re-use, the initiative has been formalised through the Carlsberg Circular Community, in which Petainer has been invited to participate as a founding member and the only current PET packaging supplier.

Under this initiative, Carlsberg aims to have new products undergo an assessment for ‘upcycling’ potential using a Cradle- to-Cradle analysis, which will reveal if the products contain any chemicals or additives that would reduce the value and quality of the materials.