Perfect Hydration (pH) is converting its 1-liter, 1.5-liter and 1-gallon bottles to post-consumer recycled polyethylene terephthalate (rPET) bottles beginning in the first quarter of 2021.
This is in addition to Perfect Hydration's recently announced line extension featuring highly recyclable 16.9-ounce aluminum cans. The full sustainability plan is part of the brand's commitment to serve the wellness of consumers and the health of the planet, the company says.
"Simply put, consumers can't get ultra-purified 9.5+ pH alkaline water with electrolytes from their faucets," said Louisa Lawless, chief strategy officer of Stratus Group, in a statement. "Perfect Hydration has to be packaged for consumption. However, we have worked intently to optimize our supply chains and packaging to be more sustainable, keeping bottles out of oceans and landfills and reducing the need for new virgin plastic. We are proud to be launching our recycled plastic bottles and aluminum cans at the beginning of 2021. They are a win-win for our discerning consumers who want to achieve better hydration and make more environmentally-friendly purchasing decisions."
rPET is common PET that has been cleaned, turned into plastic flakes, then melted down for reuse. According to Plastics Today and Recycling Counts, rPET has up to a 79 percent lower carbon footprint than raw or virgin plastic. rPET is also up to 85 percent lighter than glass, which helps to cut transportation strains and lower CO2 emissions. In addition, Perfect Hydration's bottles, caps, labels, new aluminum cans, and cardboard cases are all 100 percent recyclable.
"We are proud to work with sustainably-minded partners like Stratus Group," said Michael Blumfield, senior vice president of sales and marketing at Classic Beverage of Southern California. "Classic Beverage of Southern California has common goals to reduce waste and utilizing rPET in our Perfect Hydration offerings will help us achieve mutual goals and positive steps forward."
Lawless added: "We believe that most retailers and consumers are seeking better, more environmentally friendly packaging and it's our duty as a wellness-focused brand to give them better options. I am proud that we are taking the lead on sustainability, and we hope more brands in all industries jump on this bandwagon."
To ensure consumers are aware of the change, updated Perfect Hydration bottles will include a new message and graphic stating they are made of 100 percent rPET and are 100 percent recyclable. In addition, Perfect Hydration will invest in a digital media, social media advertising, community engagement, and an increase in shopper marketing programming to support the launch of the rPET bottles and aluminum cans. The brand also will partner with key influencers and athletes to build buzz for their environmentally friendly approach to packaging.
"My favorite water brand is about to get even better," said three-time Superbowl Champion and Perfect Hydration partner Julian Edelman. "Perfect Hydration's new recycled bottles and aluminum cans show me they care about the wellness of their customers and the planet."
Beyond packaging, Perfect Hydration is also committed to the use of renewable, domestic, water sources. Their proprietary nine-stage filtration and alkalizing process enables the brand to transform water from any municipal supply into crisp, refreshing, Perfect Hydration Alkaline Water. Unlike other brands that mine water sheds and mineral springs, pH doesn't have to ship water to or from remote locations across the globe, which means lower carbon emissions as a result of less freight.
Perfect Hydration is sold in convenience, mass, drug and grocery stores nationwide and online via Amazon and Instacart.