The Albaad group, a market leader of nonwovens and wet wipes, is investing around €50 million in expanding and improving its environmentally friendly nonwoven production line. The company will produce a sustainable fabric that will be made entirely from natural fibres, biodegradable, fully flushable and plastic-free.

The market launch is scheduled for 2023 and is indicative of the company consistently continuing its sustainability strategy. Today, most wet wipe products are made of synthetic fibres, such as cosmetics, baby care and household cleaning wipes. This poses a major challenge to wastewater systems. When improperly disposed of, the tear-resistant wipes made of viscose-polyester fibres can be problematic and damaging. Furthermore, products that are not biodegradable and flushable are a burden on the environment, the company said in a press release.

By establishing the new sustainable nonwoven product line, Albaad aims not only to make an active contribution to the environment, but also to meet growing customer demand for environmentally friendly alternatives. The new nonwoven material will be used in all of the manufacturer's product categories, including moist toilet tissue, wet wipes for baby care and feminine hygiene, household wipes and personal care wipes.

The new product line is being developed using an innovative technology from the nonwovens industry. Albaad, as a leading European wet wipes manufacturer, aims to further optimise its capabilities and competencies in the development of sustainable products by using this technology. The new nonwoven will be manufactured at the company's production site in Israel and shipped to all its sites worldwide.

“As one of the world’s largest producers of wet wipes and nonwovens, we at Albaad understand and embrace the importance of innovation as an engine that drives growth and we are committed to delivering eco-friendly products of the highest quality in order to create a better world for us to live in,” Albaad CEO Dan Mesika ,said in a statement.

“The material will be plastic-free and biodegradable, as it will be made only from natural fibres. However, the quality of the product will definitely not be neglected. This makes Albaad one of the first wet wipes companies in the world to be fully integrated with a range of environment friendly products growth through sustainable innovation,” he added.