A spokesperson from Innovia told ConfectioneryNews.com that the company's initial customers tended to be producers of organic products. However, now that more people are concerned about biodegradability and environmental issues the company is seeing increased sales to more mainstream customers such as supermarkets, including Sainsbury's and Tesco. The spokesperson confirmed that for the same reason the company's biodegradable film is now being used for a broader range of products, whereas before it was principally used for premium, quality items. Shawn Askinosie, the owner of Askinosie Chocolate, that has just started using NatureFlex, has said that the firm opted for Innovia's biodegradable film because it is a non GM, wood-based product that is home compostable. About NatureFlex According to Innovia, NatureFlex films are cellulose based, derived from renewable wood pulp and are certified to meet both the European EN13432 and American ASTM D6400 standards for compostable packaging. The company says that the wood-pulp is sourced from managed plantations from referenced suppliers operating Good Forestry principals (FSC or equivalent). NatureFlex films typically have a renewable biobased content of about 95 per cent by weight of material. In January 2008, Innovia Films announced that it had achieved CarbonZero status on its full range of NatureFlex coated biodegradable and compostable packaging films through the implementation of carbon-reduction schemes. Malcolm Cohn, a Marketing Manager for Innovia, said in a statement that NatureFlex: "is not only biodegradable and compostable for those packer processors keen to use sustainable packaging, but also offers a technical performance second to none". The company says of NatureFlex NVS, used at Askinosie Chocolate, that it is a high gloss film with enhanced transparency and inherent anti-static properties. It is semi-permeable to moisture providing good anti-mist properties. It also offers a good barrier to gases and aromas and the film's enhanced printability and controlled slip properties ensure easier conversion. Increased US sales The company spokesperson confirmed to ConfectioneryNews.com that Innovia is seeing increased sales in the US, Missouri based Askinosie Chocolate being just one example. The company is also supplying to retail giant WalMart. Innovia Films Ltd has production sites in the UK, USA; Belgium and Australia.