Danone-owned Evian is the latest brand to commit to reducing its carbon footprint with the announcement that it will make all of its plastic bottles from 100% recycled plastic by 2025.
The move will see the brand adopt a circular approach to its plastic usage, “where plastic is kept within the economy and out of nature”.
Evian plans to achieve this through pioneering partnerships to redesign its packaging, accelerate recycling initiatives and remove plastic waste from nature.
The announcement comes after the inauguration of a carbon-neutral bottling site in France with a €280 million investment to transform the plant by 2020.
In order to achieve its 2025 ambition, Evian is partnering with technology companies such as Loop Industries which has developed a technology that enables “a continuous loop for recycling at large scale, transforming all types of PET plastic waste into the high-quality plastic”.
The brand will collaborate globally with governments, recycling industry partners such as Veolia and consumers in the markets where it operates to increase collection and recycling rates of waste plastic bottles.
It said it will keep identifying and supporting recycling solutions to ensure bottles are recycled properly, reducing dependency on newly created plastic while generating a reliable supply of high-quality recycled plastic.
Evian global brand director Patricia Oliva said: “Rooted in its pioneering spirit and long-lasting commitment towards sustainability, Evian will drive a step change to address the critical issue of plastic.
“We want to use the power of our global brand to take a leadership position, drive collaboration across the industry and, together with partners, transform our approach to plastic.”
To drive the step change, Evian has called for partnership and collaboration across industries and beyond to achieve a sustainable, large-scale change in plastic usage and waste management. Therefore, it has united with Mission 2020 to inspire others in this move at the World Economic Forum in Davos and other international events in 2018.
Christiana Figueres, convener of Mission 2020 and former executive secretary for the UN Framework on Climate Change is confident that progress can be made.
“For the first time ever we’re the generation that has the knowledge and the technology to stem the rise in global temperatures but we need to move faster,” she said. “Brands taking bold steps such as Evian will help shift the needle and bend the emissions curve.”
The news comes the same week as the European Union announced an strategy to make all plastic packaging in the EU recyclable by 2030, and as British supermarket Iceland aims eliminate plastic packaging from all of its own-brand products by the end of 2023.
Last year, 150 companies and global organisations – including Nestlé, Danone and Unilever – endorsed a total ban on oxo-degradable plastics.