How far along is the development of plant-based plastics?

Seven companies, led by the Dentsu Group, are collaborating on the "SDGs Business Solutions" program ( release here ) to support companies in building circular economies. Following our previous coverage, we now introduce the initiatives of Dentsu Tech, a participant in this program.

Dentsu Inc. provides various solutions tailored to client companies' promotional challenges and undertakes product development. Within the "SDGs Business Solutions" program, it leverages the expertise and network cultivated through product development to engage in activities such as developing and proposing environmentally conscious materials.

This time, we explain how the company can contribute to building corporate circular economies, incorporating details about "PLANEO™️," a plant-derived (biomass) plastic developed and recently launched by the company ( see the April 19 release here ).

We spoke with Hiroyuki Kurazawa, Project Leader for "PLANEO™"; Shingo Torato, at the forefront of new material development in the company's Product Development Department; and Maya Tsuda, who coordinates with group companies and stakeholders.

(From left) Dentsu Inc. Tech's Shingo Torato, Maya Tsuda, and Hiroyuki Kurazawa. They are promoting "SDGs Business Solutions" in collaboration with group companies.

We want to enhance the versatility of PLA, the bio-based plastic gaining attention now

──Last time, we heard about creating bioplastic materials from spent grain left over from beer brewing. As environmental initiatives and SDGs momentum accelerate globally, what materials are currently attracting attention?

Kurasawa: Various bioplastics are being developed worldwide, but one of the most produced and prominent materials today is PLA (polylactic acid). This plastic is 100% plant-derived and biodegradable (*1), making it highly valued as an eco-friendly material. It is mass-produced and widely distributed primarily in North America and Asia. Global production in 2019 was approximately 290,000 tons, and it is expected to double within the next few years.

*1 Biodegradability: The property of decomposing under certain conditions through the action of microorganisms, etc., and returning to the natural environment.

Torawata: PLA is produced from materials like sugarcane and corn. These plants contain a component called polysaccharides. Interestingly, polysaccharides and petroleum share the same basic molecular structure; chemically, they are composed of C, H, and O. By extracting polysaccharides from plants, applying heat, or slightly rearranging their structure through chemical synthesis, we can create materials with plastic-like properties.

Moreover, PLA possesses biodegradability. After use, in environments with suitable humidity and temperature like compost or soil, hydrolysis progresses. Ultimately, through microbial activity, it decomposes into CO2 and water within a few months. PLA is already widely used commercially for disposable plastic cups, cutlery, takeout food containers, and garbage bags.

Kurasawa: That said, PLA has its challenges. It has low heat resistance, making it unsuitable for containers holding hot drinks, and it has a slight yellowish tint. The biggest issue, however, is its low fluidity. The resin doesn't flow smoothly, so it takes time to pour it into molds for forming, resulting in poor production efficiency.

Torawata: We believed that solving these PLA challenges could greatly enhance its versatility. So, we asked Business Innovation Partners (※2), who co-developed a bioplastic material from barley spent grain, to collaborate. We decided to work together to modify PLA.

*2 Business Innovation Partners: A venture company engaged in the R&D and manufacturing of new bioplastic materials. They hold the distinction of being the first in the world to successfully develop a bioplastic using hemicellulose, a major component of trees.

Modifying PLA to Improve Heat Resistance and Productivity

──Please tell us the key points of the PLA modification. I hear you subsequently succeeded in developing a new bioplastic.

Torawata: To solve PLA's challenges, we explored various approaches and narrowed our focus to using additives. However, not just any additive would do. We didn't want to lose PLA's unique characteristics: "100% plant-derived + biodegradable." That's when we focused on a material called "hemicellulose," a polysaccharide primarily extracted from wood.

Hemicellulose is an excellent eco-friendly material, capable of forming bioplastics even on its own. It demonstrated significantly superior physical properties compared to PLA, particularly in the areas of heat resistance and flowability, which are key challenges for PLA.

The key development point was determining how much hemicellulose to add to PLA. We targeted only the problematic properties precisely, within the range that wouldn't affect PLA's inherent good properties. Through repeated testing to enhance PLA's properties while minimizing hemicellulose usage, we created Dentsu Inc. Tech's unique new material.

The resulting modified PLA, "PLANEO™️," demonstrated dramatically improved heat resistance and flowability as a standalone material under test conditions. We are now investigating its physical property values (※3) when incorporated into products.

※3 Physical property values: Numerical representations of a material's inherent properties based on specific measurement scales.

Kurasawa: "PLANEO™️" has already entered mass production, and manufacturers in China and Southeast Asia, which produce large volumes of plastic products, have shown interest. Going forward, we also want to promote the features of "PLANEO™️" to domestic companies.

Supporting corporate SDG initiatives through innovation and networking

──Beyond developing new eco-friendly materials, what else do you aim to encourage companies to do?

Kurasawa: As environmental initiatives accelerate, many companies feel they "must take action." Yet, many also struggle with "not knowing where to start." While the challenges in tackling environmental issues and SDGs vary by company, Dentsu Tech aims to provide support across all areas—from upstream to downstream—by collaborating with companies participating in the "SDGs Business Solutions" initiative.

Tsuda: In my daily work developing products, I often engage with various companies. Many say things like, "Plant-based plastics seem good for the environment, but I don't really understand what specifically makes them better." I believe it's also our role to carefully convey accurate knowledge about plant-based plastics. This goes beyond just discussing applications or what kinds of products can be made. It includes explaining the mechanisms of how they reduce CO2 emissions, as well as post-use disposal methods and the conditions for biodegradability.

──Considering the future expansion of bioplastics, could novelty items be one initial area for adoption?

Kurasawa: There are two main directions for bioplastics: using them in materials and packaging that enter the market, and using them for novelty items or promotional materials. Looking at the models Dentsu Inc. Tech has worked on so far, starting with campaign novelty items seems like an easier entry point for companies. It's easier to trial a one-off campaign than to replace the material in mass-produced products. By accumulating such examples, I hope environmentally conscious materials will become even more widespread in society. Additionally, creating promotional items from eco-friendly materials can tie into a client's CSR efforts and serve as a valuable aspect of corporate promotion.

Tsuda: While awareness of the term "plastic-free" is very high, petroleum-based plastics remain an excellent material due to their cost, durability, and recyclability. We cannot ignore the fact that adopting eco-friendly materials like plant-based plastics within limited campaign budgets still presents significant hurdles. To address this, the development of "PLANEO™️" aimed to reduce costs at the product stage by improving production efficiency. We hope this will help pave the way for eco-friendly materials to enter the novelty goods sector.

Additionally, for the development of "PLANEO™️," elements like the naming and logo mark were conceived in collaboration with our in-house creative team. While sales of the material itself are just beginning, we would be delighted if many companies choose to utilize it.

──What role will Dentsu Inc. Tech play within the "SDGs Business Solutions" initiative?

Kurasawa: We believe Dentsu Inc. Tech's strengths lie in its creative power and extensive network. Our company has many members with expertise in both the promotion field and the product domain. Within the "SDGs Business Solutions," we can be involved broadly in sales promotion, centered on material development and manufacturing.

Leveraging these strengths, for example, if planning a prize campaign as part of a promotion, we aim to provide a solution that incorporates everything from material selection to post-campaign collection and recycling schemes. Furthermore, just as we've created plastic materials from barley spent grain and modified PLA, we intend to continue developing and proposing materials by utilizing our creative capabilities.

Regarding our network, we also have strengths in material procurement. PLA, for instance, faces supply shortages and availability issues globally as demand for eco-friendly materials surges. Yet we can source PLA because the Dentsu Group, including our company, has connections with enterprises that become buyers for "PLANEO™️." This allows us to envision not just R&D, but also which specific companies we want to propose the finished materials to.

Tsuda: Regarding corporate relations, we are advancing the cataloging of materials and solutions we can offer through our "SDGs Business Solutions." Developing tools that enable smooth proposals related to solving SDGs challenges is also a major role for Dentsu Inc. Tech. We are building systems to propose materials and solutions tailored to corporate objectives, such as companies wanting to use plant-based plastics or recycled materials, or those interested in long-life products.

Kurasawa: A company once told us, "Dentsu Inc. Tech is an integrator, isn't it?" Since we are fabless (a company without its own factories), we see ourselves as a "material integrator" that considers new material combinations starting from downstream applications. We aim to contribute from a perspective different from traditional material manufacturers. We want to skillfully propose and introduce environmentally responsive materials starting with areas where companies can easily try them out, like promotional campaigns, and then spread their adoption.