V-ZUG has been manufacturing high-quality kitchen appliances in Switzerland since 1913. Sustainability is firmly anchored in the company's strategy, which focuses on durable products, easy repair options and regional suppliers. With #NewWhite, this promise is now also visible at the material level. The new ABS recyclate has already been used in the Adora line and will be used as standard in the Unimatic appliance line from 2026. In future, the material will be used in other series. The material was developed in close collaboration with Dresden-based recycling specialist HolyPoly. The aim was to develop a white ABS with a high recycled content that could be used in visible areas – an area that had previously been reserved exclusively for virgin materials. ‘Every dishwasher or refrigerator we deliver to our customers contains a valuable treasure trove of materials, whether in the form of components, plastics or metals,’ explains Marcel Niederberger, Head of Sustainability at V-ZUG. ‘With HolyPoly, we have now created a true cycle by specifically recovering and recycling our ABS sheets.’ This allows us to pass on the high-quality materials in our products to the next generation of appliances.
V-ZUG is using HolyPoly’s #NewWhite recycled ABS for the panels of its appliances. In doing so, the company is not only strengthening its supply chains, but also establishing a genuine material cycle.
In order to make #NewWhite a constant and stable source of materials, HolyPoly has established a Europe-wide supply chain and developed a recycling process that guarantees quality at virgin material level. For Virginie Erny, Head of Strategic Procurement at V-ZUG, this reliability is essential for economic and strategic reasons: "In recent years, the world has seen how unstable supply chains have become. The circular economy therefore strengthens the resilience of procurement and makes us less dependent on global markets that are very unpredictable at the moment."
"The more closely we can control our material flows, the more efficiently we can produce, recycle and reuse in the long term. That makes us less dependent on price fluctuations and global supply chains." - Roy Keller, Head of Mechanical Design at V-ZUG
Roy Keller, Head of Mechanical Design at V-ZUG, also sees a decisive advantage in the targeted control of material flows: "The more closely we can control our material flows, the more efficiently we can produce, recycle and reuse in the long term. That makes us less dependent on price fluctuations and global supply chains." With #NewWhite, V-ZUG is demonstrating how industrial innovation and environmental responsibility can go hand in hand – and how equipment at their end-of-life stage can be turned into valuable components for the future.
