However, the company said that part of the Bridgnorth packaging operation could also be sold. Competition Novelis said the closures form part of the company's aims to improve the competitiveness of its overall foil and packaging production system. This is in response to over-capacity in the European foil market and increasing competition from manufacturers in low-cost countries. "Despite significant effort by the Bridgnorth team, unfortunately a viable alternative to closure did not emerge for most of the operation," said Tadeu Nardocci, president of Novelis Europe and senior vice-president of Novelis. Novelis supplies aluminum sheet and foil products throughout North America, Europe, Asia and South America. The company, which manufactures aluminum rolled products and beverage can recycling, operates in 11 countries, with a reported $8.7bn revenue for 2010. Novelis is a subsidiary of Hindalco Industries, one of Asia's largest integrated producers of aluminum and a leading copper producer.