Recleo brand launch

Borouge and Borealis pulled their fit-for-purpose mechanically recycled polyolefin grades, both post-industrial and post-consumer, under one new global brand called Recleo, positioned below the premium Borcycle M range and aimed at mobility, construction, appliance and consumer-goods buyers facing EU recycled-content rules.

The brief

Manufacturers in mobility, building, appliances and consumer products who need affordable recycled plastics to hit sustainability and regulatory goals.

The idea

Borealis and Borouge put their lower-cost recycled polyolefins, from both factory scrap and consumer waste, under one global brand, Recleo, below the premium Borcycle M line.

What to borrow

A separate brand for the value tier lets a materials company sell cheaper recyclate without diluting its premium range.