Following a successful trial in 2018, Highland Spring has announced that it is permanently rolling out 100% recycled and recyclable plastic eco bottles.
Due to popular demand from the trial, the Highland Spring eco bottle will launch this month to nationwide retailers.
The label will feature a burst of green and a ‘100% recycled plastic bottle’ message to help customers understand more about recycled and recyclable plastics.
This bottle joins the brands range, where all bottles are already 100% recyclable, and helps towards a circular economy.
The launch will be followed by more 100% recycled and recyclable plastic eco bottles later this year, including a new kids eco bottle, designed to help the younger generation understand more about responsible recycling and hydration. This bottle will be available from May
Results from the trial showed that shoppers responded well to the bottle, with no negative reaction to the appearance and a willingness to pay more for recycled material.
Other key factors in the purchase of the eco bottle was environmental awareness, product availability and location:
- 30% of shoppers who bought the bottle cited support for the environment as the main reason for the purchase
- Only one in 10 shoppers noticed a difference to the material
- Even when shown the eco bottle alongside a standard 100% recyclable bottle, only 35% of shoppers noticed a difference in appearance
- Six in 10 claimed that they would be happy to spend more on the eco bottle, with the majority believing a 5p 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.”
The bottle is made from 100% recycled plastic, while the label and cap are not made from recycled plastic. Bottle, label and cap are all 100% recyclable.