BOTTLES, CAPS & CLOSURES: THE GREENBOTTLE
for example, earlier versions were simply not strong enough to survive in challenging dairy conditions, and some of the design features of GreenBottle such as the pouring mechanism didn’t perform as well in the home.
Q
How did both the FMCG and packaging
industries react to the idea? The response to GreenBottle has been extremely positive and we have had an overwhelming number of enquiries from a broad spectrum of companies ranging from large global blue chip FMCG corporations to major retailers. The breadth of interest spans all categories of liquid fill products from wine through to engine oil and we are in discussion with companies located in both the UK but also international markets, for instance Australia and the USA. All these companies are drawn to GreenBottle as it is highly innovative and offers extraordinary shelf stand out opportunities, but also because it will dramatically improve any company’s green credentials. As quoted by one of our customers, “this is breakthrough technology and will rock the foundations of the packaging industry”.
Q
Were there any problems with
introducing the bottle into the milk supply chain? How were these overcome? We were lucky enough to be able to work with a small family dairy based near our office in Suffolk. We invested in filling equipment and effectively became milk fillers running the line on their behalf! This gave us a unique opportunity to see the product in operation at all stages and gain invaluable experience. When we approached other
dairies we were able to provide detailed records of performance and advise on how best to introduce GreenBottle. Some of our workforce also have wide production and filling experience so we can talk with confidence based on practical experience.
Q
Just how much recycled content is in the bottle?
The current milk bottle is 100 per cent virgin fibre. Recycled materials have been tested and are able to produce good quality bottles but we have chosen to deliberately stay with virgin in the short term. In terms of other products, much will depend on the customer. We are also currently
developing new technology that can combine virgin and recycled
materials whilst maintaining the required mechanical and visual properties.
Q
When it came to designing the look of the
bottle, were there any problems? And how were these overcome? Form follows function, and this couldn’t be any truer when looking at the GreenBottle. Milk bottle containers have to follow a very set look and feel to perform correctly in the milk supply chain, so the milk bottle is really a consequence of its function rather than any particular stylistic input from the designer, although we still think it looks great! This means that that
particular bottle hasn’t allowed us to really showcase what we can do aesthetically with pulp fibre, but as we look to new markets, things are starting to get really exciting as pulp fibre design has huge potential for creating high impact designs which are bound to shake things up in liquid packaging design. So watch this space!
Q
How did the public react to the bottle?
Actually, the public really get behind GreenBottle and understand the idea behind it
really quickly. It’s wonderful to watch a smile come across people’s faces when you first show it to them, and they frequently turn it over in their hands and feel the texture of the bottle as it’s a really tactile product. When they break it open, the usual response is “that is such a good idea, why has no one thought of it before?”. I love that. Children also really get behind it and are able to explain it enthusiastically to their parents. It seems to really appeal to people’s imaginations.
Q
With the 'GreenBottle' now being trialled with
wine, where else in FMCG can you see the bottle being used? We are also actively looking at a vast array of different liquid categories, including household detergents, laundry care, water, cooking oil, motor lubricants, juices and smoothies to name just a few!
So it’s good to see that Martin still has some impressive ambitions for his company. I, for one, can’t wait to see how he gets on!
Martin Myerscough is technology director at GreenBottle. For more information, visit
www.greenbottle.com.
The milk bottles bottles as seen on-shelf in Asda
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