Evian created a new water bottle made from 100% recycled plastic that is completely label-free. The 400-milliliter mineral water bottle took two years to develop and represents part of the Danone brand’s goal of becoming fully circular by 2025. Shweta Harit, Evian’s global vice president, gave Environment + Energy Leader an early look at the fully recyclable bottle and discussed the unique challenges that stemmed from completely eliminating the label. This is the brand’s first circular, label-free bottle made from fully recycled PET (rPET), which can be recycled over and over, she said. The caps use HDPE and OPP plastics to help preserve water quality, which can also be recycled.
Having a stripped-back “engraved” design presents a unique marketing challenge for Evian, however. “These things would struggle on shelves because it doesn’t have a label,” Harit said. “We tried to do a pink cap because we’re a pink brand, but on the shelf you won’t see that.” Rather than risk consumers overlooking the label-free bottles in aisles, Evian began distributing them in France to select hotels, restaurants, hospitality establishments as well as online via the French Amazon and Evian websites.
Evian plans to make them available in international markets starting in September: the United Arab Emirates, Mexico, Malaysia, the Philippines, Vietnam, and Singapore.
Source: Environmental Leader
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