SAPPI has launched a new sustainable dissolving wood pulp (DWP) called Sappi Verve.
This marks a break with tradition for the South Africa-based multi-multinational. In the past, DWP sold by Sappi was unbranded and industry generic names were used as product names.
According to a statement from the company, this “did not reflect the specific benefits which has always differentiated Sappi’s DWP. The new Sappi Verve brand creates a very specific identity within the DWP market”.
It added that demand for DWP continues to grow as consumer preference increases for products made from renewable, sustainably sourced and processed woodfibre. Sappi today produces close to 1.4m tons per annum, enjoying a 16% share of the DWP market.
Commenting on the launch of the Sappi Verve brand, Steve Binnie, Sappi Limited CEO said: “Our products and service offering within the dissolving pulp market are highly valued and we remain an industry leader in this space. Verve gives recognition to this enviable reputation and the value we offer this market.”
The majority of dissolving wood pulp is consumed in the viscose industry where pulp is converted through the value chain to yarn and ultimately textiles providing naturally soft, breathable fabrics which is smooth to the touch, hold colour well and drape beautifully.
DWP cellulosic fibre is also used for many household, industrial and pharmaceutical applications including for tablets, personal hygiene, cellophane, washing sponges etc.
Bernhard Riegler VP Marketing for Sappi’s dissolving wood pulp said: “As a fibre produced from natural and renewable resources, Verve provides the value chain with a sustainable choice not only within the broader textile sphere which includes cotton and polyester, but as a preferred sustainable choice within the dissolving wood pulp market.
“Sustainability is becoming increasingly important within a brand promise. Sustainability that uplifts people, builds communities, generates economic value and secures the environment. Sappi Verve represents enthusiasm, life, vigour and energy. Sappi Verve is the sustainable choice and our way of making tomorrow better than today.”