Highland Spring is looking to meet consumer demand with the addition of a 100% recycled and recyclable plastic bottle to its water portfolio.
Following a successful trial last year, the Highland Spring 500ml eco bottle will be available in selected stores from late January.
The product’s label features a burst of green colour and a ‘100% recycled plastic bottle’ message to help it stand out from other bottles and help shoppers understand more about recycled and recyclable plastics.
Simon Oldham, chief commercial officer for Highland Spring, said: “We’re delighted with the success of last summer’s trial. We had an incredible response from consumers who loved the idea of having a bottle of Highland Spring that was made from 100% recycled plastic.
“Today’s consumers, particularly the younger generations, are increasingly looking for products which are either sustainable or developed with consideration for the environment. That’s why we’re excited to be taking the next step and rolling out our Highland Spring 500ml Eco Bottle nationally.”
Oldham added: “Increasing our use of recycled plastic is a priority for Highland Spring and a key part of our vision to encourage healthy hydration in an environmentally sustainable way.”
The results from the eco bottle trial
- Around 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 Highland Spring bottle, only 35% of shoppers noticed a slight difference in the plastic appearance.
- Six in 10 shoppers claim they would be happy to spend more on the eco bottle, with the majority believing a 5p increase would be fair.