Thursday, May 14, 2009

Coke Creates Eco-Friendly Bottle Made of Plants...Targeting LOHAS Consumer

You know times are changing when giants like Coke are creating vitamin infused soda and now developing plant derived bottles (that is 30% plant derived). The company announced today that it has developed a new plastic bottle that is partly made from sugar cane and molasses," raising the bar in the battle for the most environmentally friendly packaging." Coke will test the new bottle in North America with Dasani bottled water and certain carbonated brands later this year. The test will expand to the vitaminwater brand in 2010.

Plastic bottles are made from a non-renewable, petroleum-derived substance, so this new supposedly more earth friendly wonder hopes to alleviate some of the environmental pinch of traditional bottles.

Coke is not alone in its effort to go more green (or at least appear to). Many large food and drink makers are looking to make their packages smaller and more environmentally friendly, especially since retail giant Wal-Mart Stores Inc introduced a "packaging scorecard" to rate suppliers on their ability to cut waste and conserve resources by reducing packaging. Rival beverage makers PepsiCo Inc and Nestle are also introducing lighter-weight bottles that use less plastic.

This new move by Coke, alongside the wave of it's now increasingly earth conscious competitors, is clearly a response to a changing marketplace - one increasingly more LOHAS focused (focused on living a lifestyle of health and sustainability) and demanding an high level of accountability and transparency.

(LOHAS, Eco-Friendly,Sustainability)

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