Case Study: Repositioning Advanced Chemistry in Plastic Recycling

Client

A global leader in surface treatment technologies and part of a multinational chemical manufacturing group, supplying high-performance chemical solutions to key manufacturing industries worldwide.

Challenge

Within the client’s extensive portfolio sat a range of advanced washing agents, separation additives, and defoamers designed specifically for the plastics and PET recycling sector. Despite strong technical performance, these products were gaining little traction in the market.

The PET recycling sector had become highly commodity-driven, with purchasing decisions dominated by price rather than performance. Lower-quality, poorly performing competitors were winning market share through transactional sales approaches.

Internally, the client’s established sales team was highly effective with blue-chip manufacturing customers but had very limited success with emerging opportunities in the waste and recycling sector. As a result, a technically strong product range was underperforming commercially.

Solution

The WasteVyne leveraged deep market knowledge of the UK plastics recycling sector alongside an extensive network of industry contacts to re-open and establish direct channels of communication with PET processors.

Rather than positioning the products as complex chemical formulations, WV reframed the offer as practical, outcome-led solutions. The approach focused on:

• Clear, accessible explanations of how the chemistry solved real operational problems
• Demonstrating measurable improvements in recycled PET quality
• Reducing overall chemical consumption and operating costs
• Providing technical insight and operational support without overwhelming customers with unnecessary scientific detail

This consultative, solutions-based approach differentiated the client from competitors offering purely transactional, commodity products.

Results

• In year one, The WasteVyne successfully implemented the client’s solutions with two PET recycling operators in
• The products were repositioned from “chemical additives” to value-adding process solutions
• Customers achieved improved material quality alongside reduced chemical usage
• The client established a credible foothold in a market previously dominated by low-cost competitors

Impact

By aligning advanced chemistry with real-world operational outcomes, WV helped unlock hidden value within the client’s portfolio. The project demonstrated that even in commodity-driven recycling markets, performance-led solutions—when communicated correctly—can win adoption, build trust, and create long-term commercial opportunity.