Beverage Industry

Naked adopts recycled PET

July 14, 2009

PepsiCo subsidiary Naked Juice, Azusa, Calif., will be the first nationally distributed brand in a 100 percent post-consumer recycled plastic or PET bottle, with the rollout of the Naked "reNEWabottle" package this month.
 
The company says it expects to have its entire product line transitioned to the new bottles in 2010, starting with the 32-ounce size this month. The new bottles are clear and will feature a label indicating that the bottle is 100 percent recycled and recyclable. Products available in the 32-ounce size are Green Machine, Blue Machine, Mighty Mango, Chai Spiced Cider, Pomegranate Blueberry, and the soon-to-be-released Protein Zone.
 
“The transition to 100 percent post-consumer recycled bottles is a major milestone that we have worked hard to achieve. It’s important for the earth, and that’s important to our consumers,” said Mikel Durham, general manager of Naked Juice. The company says the new 32-ounce bottle reduces virgin plastic consumption by 1 million pounds per year and oil use by 8,192 barrels a year. When the entire line makes the switch, virgin plastic consumption will be reduced by 8.1 million pounds per year.
 
“Closing the loop on packaging is fundamental to a vision for more sustainable packaging,” said Anne Johnson, director of the Sustainable Packaging Coalition at GreenBlue. “Utilizing 100 percent recycled material in a juice bottle that can be collected and recycled yet again is a step in making this vision a reality. This innovation sends a signal to the market that there are end markets for materials if we recycle more.”