The European Friends of Glass initiative has launched a new campaign to encourage glass recycling and boost awareness of the value of glass as a sustainable packaging material.
As part of the Endless Lives of Glass campaign, Friends of Glass invited well-known comedians from across Europe to give life to a glass bottle on retail shelves and talk with shoppers as part of a hidden camera prank.
Glass is endlessly recycled into new bottles and jars with no waste – as well as fewer raw materials, less energy and pollution. It is also the best packaging choice for consumer health and flavour preservation, Friends of Glass said.
The campaign is part of a wider three-year project to showcase the benefits of glass and builds on a recent Europe-wide independent survey, commissioned by Friends of Glass alongside research agency Respondi, which found that 82% of respondents claim to always recycle their glass packaging. When investigated in more detail, over 94% of participants recycle their household packaging material, including glass and other items.
Created by Illustrious, a UK sound technology company, the innovative “talking glass bottles” are made of 100% glass and feature a 3D-printed base retrofitted with Bluetooth technology to capture surround sound.
© FoodBev Media Ltd 2021
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