Home: Issue 4 2011 › Brilliant ideas
Brilliant ideas
03/01/2012 | Channel: Packaging & Logistics, Drinks, Manufacturer
GreenBottle, a small British company that’s invented the world’s first paper milk bottle, is celebrating a landmark business achievement by selling its 100,000th bottle, making it one of the fastest selling green packaging solutions in the UK and a potential world beating export.
And now the unique British invention, which is currently on successful trial providing milk in Asda stores in the South West, is being unveiled as the world’s first paper wine bottle.
GreenBottle has developed a prototype paper bottle for wine and is currently in talks with supermarkets and wine producers to make it available to the British public as early as next year. Since its launch earlier this year in Asda stores, consumer reaction to GreenBottle’s paper milk bottle has been spectacular. In a six-month test market in the south-west of the UK sales of milk sold in GreenBottles more than tripled compared to previous sales in conventional plastic bottles. Post-usage research indicates that over 80 per cent of consumers who try GreenBottle prefer it over plastic bottles, and instantly understand the environmental benefits it brings.
GreenBottles use less than a third of the plastic of conventional milk bottles, with a much lower carbon footprint. The paper bottle itself is compostable, can be recycled several times and decomposes in just a matter of weeks.
The revolutionary packaging is made of paper with a thin plastic lining and was the brainchild of inventor Martin Myerscough following a chance conversation with a waste tip supervisor worried about the growing and seemingly insoluble problem of plastic bottle waste.
Martin Myerscough said: “The best thing about GreenBottle is that consumers just ‘get it’. We’ve found that if you offer them the choice of a paper bottle or a plastic one they’ll choose paper every time.
“We’re hopeful that the success we’ve had with GreenBottle in milk can be repeated with wine.“We’ve had a lot of interest from supermarkets and wine producers so we could see the wine GreenBottle on shelves as early as next year.”
www.greenbottle.com
GreenBottle has developed a prototype paper bottle for wine and is currently in talks with supermarkets and wine producers to make it available to the British public as early as next year. Since its launch earlier this year in Asda stores, consumer reaction to GreenBottle’s paper milk bottle has been spectacular. In a six-month test market in the south-west of the UK sales of milk sold in GreenBottles more than tripled compared to previous sales in conventional plastic bottles. Post-usage research indicates that over 80 per cent of consumers who try GreenBottle prefer it over plastic bottles, and instantly understand the environmental benefits it brings.
GreenBottles use less than a third of the plastic of conventional milk bottles, with a much lower carbon footprint. The paper bottle itself is compostable, can be recycled several times and decomposes in just a matter of weeks.
The revolutionary packaging is made of paper with a thin plastic lining and was the brainchild of inventor Martin Myerscough following a chance conversation with a waste tip supervisor worried about the growing and seemingly insoluble problem of plastic bottle waste.
Martin Myerscough said: “The best thing about GreenBottle is that consumers just ‘get it’. We’ve found that if you offer them the choice of a paper bottle or a plastic one they’ll choose paper every time.
“We’re hopeful that the success we’ve had with GreenBottle in milk can be repeated with wine.“We’ve had a lot of interest from supermarkets and wine producers so we could see the wine GreenBottle on shelves as early as next year.”
www.greenbottle.com