What better place to tell shoppers about your brand’s sustainability efforts than on the shelf with your packaging?
This line of thinking has seen Heinz team up with Coca-Cola, using the soft drink manufacturer’s breakthrough PlantBottle packaging – PET plastic bottles that are up to 30% made from plants and have a lower reliance on non-renewable resources compared with traditional PET plastic bottles.
To shout about the move, Heinz will use packaging with a special logo and on-pack messages including the line, “Guess what my bottle is made of?” After all, if you’re going to make a major pledge to reduce greenhouse gas emissions, solid waste, water consumption and energy usage by at least 20% by 2015, it’s important to make sure shoppers know about your progress!
Muhtar Kent, Chairman & CEO of The Coca-Cola Company said: “This partnership is a great example of how businesses are working together to advance smart technologies that make a difference to our consumers and the planet we all share.”
It’ll be interesting to see whether other major food manufacturers and FMCG marketers will team up to help each other meet the expectations of increasingly environmentally aware shoppers.