Deep RiverRock’s 100% recycled bottle welcomed by minister
This month, Deep RiverRock will become the first major water brand to introduce 100% recycled bottles across its entire range. The move, part of the Coca-Cola Company's World Without Waste initiative, aims to remove an estimated 500 tonnes of "virgin" plastic from the supply chain in the coming years.
30 May 2019 | 0
Deep RiverRock, the Irish water brand that first launched in 1994, has taken the major step of introducing its first 100% recyclable PET bottle range. According to the company, the programme will eliminate approximately 500 tonnes of new plastic from the supply chain over the next three years. The brand will also “recycle” its logo with a high-profile on-pack “100% recycled bottle” message, and new TV advertising.
Following the launch, Deep RiverRock will be the first major water brand in Ireland and Northern Ireland to produce a 100% recycled bottle. The move aims to inspire more responsible disposal of waste and greater recycling among consumers.
Welcoming the announcement, Minister for Communications, Climate Action and Environment Richard Bruton said there is a long road to travel to better manage how we use and dispose of plastic more sustainably. “There are opportunities right through the supply chain for entrepreneurs to make an impact,” Bruton said, “and we need to create a framework to ensure that these opportunities can be seized.”
The minister added that further such efforts will be prioritised by the govenrment’s action plan on the environment, due to be published in the coming weeks.
Deep RiverRock’s new plastic initiative is part of parent company Coca-Cola HBC’s World Without Waste strategy, which sets out a vision to design more sustainable packaging, and to collect and recycle the equivalent of every can or bottle it sells by 2030.
matthieu Seguin, General Manager of Coca-Cola HBC Ireland and Northern Ireland said the company is working to make its packaging more sustainable. “This change across our Deep RiverRock portfolio highlights this commitment to taking meaningful action throughout the business,” he said, “and is just one of a number of actions we are taking as part of our commitment to creating a world without waste.”