Industry News | July 9, 2009

First Fully Recycled Beverage Bottle Hits Shelves

Naked Juice became the first nationally-distributed brand to transition to a 100 percent post-consumer recycled plastic or PET (polyethylene terephthalate) bottle. The Naked reNEWabottle embodies Naked Juice's commitment to creating a more earth conscious juice.

Naked Juice expects to have its entire product line transitioned to the 100 percent post-consumer recycled bottles in 2010, starting by converting all of its 32 ounce bottles in July 2009. Additionally, all of Naked Juice's bottles will continue to be recyclable.

Consumers can begin looking for the Naked reNEWabottle this month for all flavors that can be found in 32 ounce bottles. The new bottles are easy to identify - while the previous bottles were translucent, the Naked reNEWabottle is clear and will feature a label indicating that the bottle is 100 percent recycled.

Products available in the 32-ounce size are Green Machine, Blue Machine, Mighty Mango, Chai Spiced Cider and Pomegranate Blueberry, as well as Protein Zone, which will be introduced in August.

Throughout the product lifecycle - from sustainable sourcing to sustainable manufacturing - Naked Juice strives to reduce its environmental footprint, offering consumers maximum taste and minimum impact.

"The transition to 100 percent post-consumer recycled bottles is a major milestone that we have worked hard to achieve. It's important for the earth, and that's important to our consumers," says Mikel Durham, general manager of Naked Juice.

"If you were plastic, wouldn't you like to come back as a Naked Juice bottle? With the new Naked reNEWabottle, consumers can reduce, reuse, recycle ... reincarnate!"

The initial 32 ounce bottle transition reduces virgin plastic consumption by 1 million pounds per year and oil use by 8,192 barrels every year (oil is used in the manufacturing of plastics) - the equivalent of taking 497 cars off of the road.

"Closing the loop on packaging is fundamental to a vision for more sustainable packaging," says Anne Johnson, director of the Sustainable Packaging Coalition at GreenBlue.

"Utilizing 100 percent recycled material in a juice bottle that can be collected and recycled yet again is a step in making this vision a reality. This innovation sends a signal to the market that there are end markets for materials if we recycle more."

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