Highland Spring will increase the rollout of its 100% recycled plastic water bottle, following a successful trial of the packaging last year.
The label will feature a burst of green and a ‘100% recycled plastic bottle’ message. The Scottish water brand said that while the bottle is made from 100% recycled plastic, the label and cap are not. However, the bottle, label and cap are all 100% recyclable.
With consumers expressing a desire for more eco bottles during the trial stage, which started last June, the launch will be followed by more Highland Spring 100% recycled and recyclable plastic eco bottles later in the year.
These include a new Highland Spring Kids eco bottle, designed to help young people understand more about healthy hydration and responsible recycling. The bottle will be available from May.
During the trial, Highland Spring said that only one in ten shoppers noticed a difference in the eco bottle as a recycled material. A consumer survey revealed that 60% of shoppers would be happy to spend more on the eco bottle, with the majority believing a £0.05 increase would be fair.
Highland Spring Group chief executive Les Montgomery said: “The huge success of the trial shows that people are highly engaged with the environmental benefits of a 100% recycled plastic eco bottle.
“We are grateful to shoppers who gave us their thoughts and feedback, throughout the trial. They asked us to make the eco bottle a permanent addition to the Highland Spring family and we are proud to say that is exactly what we have done.
“Increasing our use of recycled plastic is an absolute priority for Highland Spring and this is a hugely exciting step in our mission to provide healthy hydration choices in environmentally sustainable ways. We hope that having innovative products such as the eco bottle in supermarkets alongside 100% recyclable bottles will help shoppers understand more about plastic as a valuable resource that should not be treated as waste.”
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