Tyrec has developed a novel use for End of Life Tires, by producing fine rubber powder, with controlled particle size and coatings, suitable as a filler and additive to the plastic industry. The fine rubber powder can replace 10%- 30% of the polymer in plastic products in a truly circular economy. Tyrec rubber powder has been developed to perform as an impact modifier in polypropylene and polyethylene formulations and have been shown to allow the production of sellable plastic products containing between 10% - 30% recycled rubber. Even that the powder is black, it has been demonstrated that colored products can be produced as well as black ones. The use of recycled rubber powder in plastics is bringing a new and stable source of raw materials to the industry and is a competitive and sustainable solution.