Nothing!

But it sure looks new:

capture5

It turns out this is entirely a marketing gimmick.  It is much cheaper to recycle aluminum foil than it is to mine it.  So little to nothing about Reynold Wrap’s product has changed.

badmomgoodmom writes:

Reynolds has repackaged their aluminum (Al) foil as made from 100% recycled (!) aluminum. And the familiar blue box is now mostly green with a tree growing across the front.

Never mind that all brands of Al foil have been made almost entirely from recycled aluminum since the 1970s. Even worse, they [Reynolds Wrap] put together a press kit announcing this new/old product and the blogosphere has been astroturfed* with their wonderful news.

At least for the last couple of decades, nearly all the aluminum in the US market is recycled.  Al is simply too valuable to landfill.

* “Astroturf” is a fun word that refers to fake grassroots movements that companies invent to try to make their advertising appear like populism.  

Thanks to Penny R. for sending us the link!

UPDATE 1: This critique may very well be wrong.  See here.

UPDATE 2: Patricia Schweitzer at Reynolds Kitchens explains it from their point of view.

Hi Lisa,

I’m writing on behalf of Reynolds Consumer Products. I saw your post featuring Reynolds Wrap Foil from 100% Recycled Aluminum on 4/22 and have followed the conversation and your updates. I thought it might interest you to know that Reynolds Wrap Aluminum Foil is made primarily from new, also referred to as virgin, aluminum which is manufactured from bauxite. Until recently, reliable and high quality sources of recycled aluminum have been inconsistent and not to the standard we require for the strength and durability of Reynolds Wrap Foil. Our new product, Reynolds Wrap Foil from 100% Recycled Aluminum, is made from 100% recycled aluminum.

Please let us know if you have any questions, as we are happy to share additional information.

Best,

Pat Schweitzer

Reynolds Kitchens

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