aluminum rolling and recycling company novelis has launched evercycle, a new portfolio of certified highrecycled content aluminum for specialty applications.the speciality of the new material is that it can produce products with a lower carbon footprint that can be used to produce infinitelyrecyclable products.it is a part of the company&39s efforts to increase the overall recycled content of its products to 80 by 2020.novelis president and ceo phil martens said "the launch of evercycle marks an important next step in our longterm commitment to sustainable aluminum product innovation. our evercycle aluminum appeals to customers who want to demonstrate their dedication to sustainability and attract the growing numbers of environmentally conscious consumers."the first product in the range has been designed especially for aluminum food containers and is certified by scs global services.it will be made up of 90 postconsumer content and 10 customer manufacturing scrap, which is said to be the only material of its kind available in the market.senior vice president of novelis and president, novelis north america marco palmieri said "we are pleased to have begun shipping evercycle earlier this year to major producers of food containers in the us. this represents the first application of evercycle, but we are already developing other uses across our specialty products portfolio, including appliances and cookware."novelis had introduced its certified highrecycled content evercan product for beverage cans in 2014, which is now available globally.while the new product will currently be available in north america, the company will increase its supply with demand. 
