UK – Robinsons has introduced an Ecopack carton to replace its iconic plastic bottle in almost 200 years of manufacturing, as part of an environment-saving new trial.
The new Robinsons Ecopack comes in a carton instead of a plastic bottle, with the company hoping to reduce 85 percent of its plastic waste per serve – when compared to a standard one-liter bottle of Double Concentrate.
The drinks brand claims that the higher concentration of squash means that the carton is the equivalent of three single concentrate bottles – with each 500ml carton containing in the region of 60 servings.
The new packaging is also constructed with 89 percent plant-based materials, with responsibly sourced paperboard making up the meat.
Shoppers will be able to find the new Ecopack in three popular flavors: orange, apple and blackcurrant, and summer fruits. These cartons will be available in 385 Tesco stores starting this month.
Innovation Lead for Robinsons, Fiona Graham said: “As a brand, Robinsons is continuously innovating and is committed to improving the environmental impact we have. Squash is already a sustainable product due to its concentrated format.
“Making Robinsons available in this new format allows consumers to feel confident in the knowledge that the pack they’ve chosen has more serves, but used less packaging per serve, and can be recycled once finished.
“All packaging types have their unique benefits and challenges, and we know there is currently no one ‘silver bullet’.”
She adds that continuing to innovate with products such as Robinsons Ecopack will bring the company a step closer to a solution and provide consumers with a range of options.
In addition, the Robinsons Ecopack packaging is 100% recyclable. Most local authorities offer either kerbside recycling or ‘bring back’ recycling banks.
Meanwhile, in March, squash brand Robinsons overhauled its visual identity for the first time in nearly 10 years, kicking off a major marketing push that was set to unfold over the coming months.
The entire range, including the Fruit & Barley and Barley Water lines, had been redesigned to appeal to modern families while championing the real fruit used to make the drink.
Created with brand agency Bloom, the packaging features a modernized, simplified logo and bold colors, with sliced fruit imagery in the center.
The refreshed packaging design and identity were showcased across all communications, with a “comprehensive” advertising campaign set to launch in May.
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