Natural AdCampaign's TierraFilm Backlit and Window Cling materials are wood cellulose-based and completely oil and PVC free. According to the manufacturer both films comply with EN13432 and ASTM 6400 waste disposal standards by offering more than 90% degradation in six months.
In addition, Natural AdCampaign managing director Alex Dowdeswell said that Window Cling is dimensional stable and features a unique compostable tack adhesive backing.
According to Dowdeswell, Natural AdCampaign has been rigorously testing TierraFilm with CBS Outdoor, Clear Channel and JC Decaux for the best part of two years and he believes that they're unique in the wide-format market.
"There are some working on oil-based materials to make so-called bio-degradable PVCs, the reality is that they're not biodegradable - they just break the material down into dust. That's not quite the same as degradation," claimed Dowdeswell.
As well as being aerobically or anaerobically compostable, the films can also be incinerated or recycled.
In terms of the films' environmental credentials of the manufacturing process, no water is used in its production and there is a "no wastage policy" on the plasticizer used. All cellulose materials are either from accredited sustainable forestry sources or secondary waste. The products are manufactured in Europe and India.
Both products are suitable for UV or latex inks and Dowdeswell said they are certified by HP and fully tested by EFI Vutek and Mimaki. Both products are available in 1,270mm wide rolls in a minimum 30m length, but can also be supplied as sheets. The company is looking at introducing wider rolls in the future, should demand dictate. It is also currently developing a white cling film, which will be launched later this year.
"Price wise TierraFilm is in the same ball park as conventional products, if you're looking at mass use cartridge paper or cheap Chinese PVC, then we're not in that market. But we're pound for pound the same as people like Avery and 3M and in some cases cheaper," said Dowdeswell.
"We haven't loaded the price because we're interested in getting people to use these two products, and that's our primary concern. This represents a serious opportunity for printers."
The products are available in the UK from reseller Mayday Graphic Products, but orders of more than 20 rolls are handled directly by Natural AdCampaign.
The latest launches follow the introduction of Natural AdCampaign's debut substrates, NatureWoven Chorus and Gossyp, in to the UK and US markets in 2010.
According to Dowdeswell, both products have proved extremely popular in the US, where they have been used on high-profile outdoor and PoS campaigns for brands including Nike, Vans and Billabong. However, he admitted take up in the UK had been slower.
"We've seen a faster adoption rate in the US, because they don't compete on price so much as the UK, it's more about customer service and quality. I also think that US clients design for the material, whereas in the UK it seems more that the design comes in and then they print on what they can," said Dowdeswell
"The first two products looked very organic and natural, so they screamed their credentials to the retailers and brands. But we were conscious that customers also wanted products similar to the incumbent materials they were using, that looked the same, ran the same and could be used on any machine, but were significantly better for the environment. Which is why we developed TierraFilm."
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