Evian is taking another step towards becoming a global circular brand by 2025, by trialling a new recycling model and 100% recycled plastic bottle at this year’s Wimbledon Tennis Championships.
The announcement builds on Evian’s 2018 commitment to make all of its bottles from 100% recycled plastic by 2025. Today, all Evian bottles sold in the UK are 100% recyclable and its 75cl,1ltr and 1.5ltr bottles are made from 50% recycled plastic.
The brand’s new 100% recycled plastic bottles will make their debut at Wimbledon and will sport the message ‘I Recycle’ instead of the usual brand messaging.
Evian is also working with the All England Lawn Tennis Club (AELTC) and environmental charity Recoup to introduce more recycling bins at the venue and encourage visitors to recycle while watching the tennis.
Commenting on the pilot initiative, James Pearson, managing director at brand owner Danone Waters UK & Ireland, said: “We are excited to be partnering with Wimbledon to put circularity centre stage at such a global event. We are fully dedicated to achieving our ambitious 2025 Evian circularity commitment. We hope to be able to show how working in partnership we can take a circular approach so that packaging can be kept within the economy where it belongs, rather than become waste.”
Richard Lewis CBE, chief executive at the AELTC, commented: “As a signatory to the UN Sport for Climate Action framework we know that sport has an important role to play in tackling the challenges of climate change and that in order to drive change, action is needed.
”We strongly support the work of our partner evian® to become a fully circular brand and are pleased to be collaborating with them to raise awareness of circularity at The Championships this year.”
Recoup ceo Stuart Foster, added: “We are delighted to be working with Evian and the All England Lawn Tennis Club to provide an independent review of the rPET bottle recycling process at this year’s Championship. Helping everyone to understand more about the recycling process encourages sustained behavior change.”