PVC has been used for more than 40 years to protect foods like meat, cheese and vegetables. But studies on animals have raised concerns that the plasticizer used in PVC film to make it pliable may impact health.

While the US Food and Drug Administration has said that the plasticizer, called DEHA, that might be consumed from food that has been in contact with PVC film is "well below the levels showing no toxic effect in animals", some Asian authorities have taken more cautious steps.

China introduced legislation in October last year banning the use of PVC film containing DEHA.

Canada-based Diamant Film, which markets a polystyrene-based film free of DEHA that is manufactured by Swiss company Alamantis, is now trying to tap Asian demand for non-PVC films.

Rapidly expanding retail sectors in China and other Asian markets has driven up the use of film to cover fresh meat, fish or other products in plastic or fibre trays on display on shelves.

The Alamantis film has been available in Europe since 2001, but Diamant has recently gained exclusive marketing and distribution rights for the product in Thailand, South Korea and, perhaps most significantly, China.

"We were very surprised when China banned PVC wrappers, as they are ahead of the US," said chief executive Stefan Gudmundsson.

"But we have already had approval from the government and expect to see this market take off."

The product will be distributed by Shantou Yiyuan Trading.

Diamant says that other alternatives to PVC, namely polyethylene, are not as effective as its own stretch film.

"Polyethylene may be cheaper but ours allows oxygen to pass through the film to the food, keeping the product's colour," said Gudmundsson.

This is especially important with meat, which turns a darker red without oxygen supply, giving it the appearance of being less fresh.

The company says the film is also environmentally friendly as it requires 25 per cent less material than for a PVC wrapper.

Diamant will in addition be looking to create a market in Thailand, where it has just gained distribution rights, and South Korea, although it is unclear yet what the demand for the product will be.