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Innocent has announced that its smoothies will be sold in 100 per cent recycled bottles from now on, following a successful trial late last year. The company has always promoted its natural, no-nonsense drinks, and this move is part of a long-term plan that has seen the company reach targets of using 25 per cent recycled material by 2000, and 50 per cent by 2005.
In September 2007 innocent became the first company in the world to use 100 per cent recycled PET packaging for drinks containers, and the test went so well that it's now making the switch across the whole of its range.
The new bottles can of course be recycled at the end of their life, so if customers play their part then the lifecycle of the packaging should form a little sustainable loop. The new bottles use 20 per cent less plastic overall, compared to the old bottles, and reduce the carbon footprint of the packaging by a whopping 55 per cent.
"As a result of our efforts, innocent will be saving over one thousand tonnes of C02 this year, which is great news for the planet," says Jessica Sansom, sustainability manager at innocent.
In order to draw attention to the new recycled bottles, innocent will be running a special edition label design for the last two weeks of February, where its logo is morphed into a green recycling icon.
Sounds like good stuff -- now we're looking forward to organic innocent drinks. Yum.
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