Highland Spring has added to its range of sustainable packaging with a children’s bottle made with 100% recycled plastic.
The eco-friendly format will be available from mid-June in a revamped Highland Spring Wild-Life multipack (rsp: £1.80/6x330ml) designed to teach kids about the importance of hydration and recycling.
It features cartoon characters Annie, Archie and their four animal friends; clear messaging about the bottle’s green credentials; and a call to action to encourage children to recycle their bottle.
While the bottle is 100% recycled plastic, its cap, label and multipack shrinkwrap are not – though they were fully recyclable, Highland Spring said.
Helping kids understand the importance of recycling was “more important than ever” said the brand’s head of marketing, Carol Saunders.
Educating them about hydration was also vital because “25% of kids drink less than a glass of water a day” she added. “One in three parents struggle to get their child to drink water generally, and eight in 10 are convinced they rarely get enough fluids.”
A digital campaign this summer will support the new bottle’s launch with an interactive adventure game on the Highland Spring website. Children will be able to pick a character from the Wild-Life gang to collect and recycle as much litter as they can while keeping themselves hydrated.
The move is the latest in Highland Spring’s efforts to move all its bottles to at least to 50% recycled plastic by 2022.
Earlier this year, it rolled out a 100% recycled bottle nationwide following a successful 2018 trial – and it unveiled a new look for its sparkling water last month, putting it in a bottle made with 25% recycled plastic.
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