From the last couple of months onward, the Swedish functional beverage company Vitamin Well has made its bottled products a little more environmentally friendly, which has been a huge focus for health and nutrition brands over the last few years. Cleaning up consumer goods and their packaging is actually an area of focus for countries and markets themselves, including the continent of Europe, where it is encouraging companies to make some design changes in an effort to reduce plastic litter and pollution.
Moving forward, the lids on the bottles of Vitamin Well’s various functional drinks, like Recover, Awake, Focus, Defence, and Elevate, will be attached. They’ll still be traditional screw-on and off caps, but they don’t completely screw off, with a part of them remaining attached to the neck of the product. This obviously ensures the lids stay attached to the bottles for easier recycling by consumers themselves, as they remain all one piece, instead of having to keep a hold of the cap and throwing them out separately.
This strategy is actually one of the handful of tactics Europe suggested brands incorporate to encourage better handling and recycling of their products and help the market reach its sustainability goals, which single-use plastics, like those found in beverage bottles, play a rather large role in. While we are only reporting on Vitamin Well’s move to the caps being more permanently attached, since this is a suggestion for Europe in general, don’t be surprised if you see other beverages make similar tweaks and changes.
