The European Federation of Glass Container Manufacturers (Feve) has launched the “Glass is Love” platform in 13 European countries (Austria, Belgium, Croatia, the Czech Republic, France, Germany, Italy, Poland, Portugal, Slovakia, Spain, Switzerland and the United Kingdom) to strengthen the preference for glass packaging amongst consumers, customers, brands and the rest of the supply chain.

“Glass is Love” stems from the idea that choosing glass means choosing to care for what is contained within it, for the people who use it, for quality, for food safety, for the product experience and for something that is built to last.

The new platform combines rational and emotional aspects, demonstrating how glass protects without interfering, preserves the authenticity of flavours and ingredients, enhances the products it contains through design and sensory experience, and can be continually reborn through recycling and reuse.

‘Glass is Love’ is founded on awareness, credibility and community, built up through ‘Friends of Glass’, an initiative that has helped to inform European consumers about the benefits of glass and raise their awareness of its qualities. The new platform takes this journey further: moving from credibility to informed choice, from explaining the functions of glass to creating stronger reasons to celebrate it, and from fragmented communications to a single, integrated European platform.