Highland Spring’s eco bottle here to stay
Following a successful 2018 trial, Highland Spring’s eco bottle will launch this January with a nationwide retailer roll out.
The bottle is made from 100% recycled plastic, and the whole bottle, label and cap are fully recyclable.
It follows a successful trial in 2018, where shoppers expressed a significant desire for more eco bottles. There was no negative reaction to the appearance of the recycled plastic and a willingness to pay more for recycled material.
What emerged as key factors in the purchase of the eco bottle was environmental awareness, product availability and location in supermarkets:
- 30% of shoppers who bought the eco bottle cited support for the environment as the main reason for purchase.
- Only one in 10 shoppers noticed a difference in the eco bottle as a recycled material.
- Even when shown the eco bottle alongside a standard 100% recyclable Highland Spring bottle, only 35% of shoppers noticed a difference in its appearance.
- Six in 10 consumers claim they would be happy to spend more on the eco bottle, with the majority believing a 5p increase would be fair.
The new label will feature a burst of green and a ‘100% recycled plastic bottle’ message to help people understand more about recycled and recyclable plastics. A new Highland Spring Kids eco bottle, designed to help young people understand more about healthy hydration and responsible recycling, will be available from May.
The new eco bottle joins the existing Highland Spring natural source water range, where all bottles are already 100% recyclable. The move marks a significant milestone in efforts to help keep plastic in the circular economy.
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.”