US bottled water brand Fiji Water has launched a multifaceted, sustainability initiative to promote a circular economy, with a focus on making all plastic bottles from 100% recycled plastic by 2025. The company intends to gradually meet its target by aiming for 20% recycled plastic in bottles next year.
Fiji Water will meet its sustainability goals through new packaging innovations and plastic reduction. Ongoing improvements in its current bottles and packaging will be implemented with the specific aim to further reduce the amount of plastic used across the entire line.
As an alternative to single-use bottles, Fiji Water will introduce a new 2.5 gallon packaging option for the refrigerator or counter, and a 5 gallon option designed to fit in a standard hot and cold water dispenser. Both options will utilise up to 76% less plastic and in the case of the latter option, an estimated equivalent of 38 fewer 500mL bottles.
Elizabeth Stephenson, president of Fiji Water, said: “The transition to 100% rPET is the cornerstone of our comprehensive approach to sustainability. Environmental sustainability and the preservation of nature is critical to our well-being on this planet.
“As one of the world’s leading source waters, we believe the best things come from nature, and are dedicated to taking steps to protect the environment today and for generations to come. Recycled plastics are one way to ensure that we are participating in the circular economy, encouraging recycling and reuse.”
According to Fiji Water, its commitment to sustainability extends beyond addressing plastics. The brand works in partnership with Conservation International to preserve the purity and biological wealth of the Fijian Islands, as well as working with the Fijian government on their efforts to develop recycling initiatives across the archipelago.
Los-Angeles-headquartered Fiji Water is a subsidiary of The Wonderful Company, who has invested $400 million in water-efficient irrigation systems, eco-friendly pest control, and creative ways to reduce energy use.