Recyclable plastic bottles round out the range of returnable bottles from 1 January 2008
Six new packaging designs for Hartwall's beverage brands
The range of returnable bottles is to expand from 1 January 2008 when recyclable plastic deposit bottles come on the market. As an innovative player in the beverage industry, Hartwall is introducing six new design bottles and replacing all its half-litre refillable plastic bottles with recyclable plastic bottles at the start of the year. Hartwall has invested millions of euros to revamp its packaging, but the company will continue to use glass bottles and cans for its beer.
From 1 January 2008, the drinks packaging tax will be abolished from beverage packaging that is reutilised as raw material. Along with the change, a new recyclable plastic bottle will be introduced onto the market. The recyclable plastic deposit bottle will be included in the current recycling system for beverage containers alongside refillable glass and plastic bottles and beverage cans. However, returned recyclable plastic bottles will not be reused as such - their plastic will be utilised as a raw material for new bottles or other packaging.
The introduction of recyclable plastic bottles will give consumers a wider variety of options and they will always get their drinks in new containers. Recyclable plastic bottles are made from thinner plastic than refillable ones, thus making them lighter.
Traders have been hoping for recyclable plastic bottles because they will ease return logistics for beverage containers and free up storage space that previously had been set aside for empty bottles.
Millions of euros invested to revamp packaging
Hartwall is responding to the change on the market by introducing six different design bottles for its beverage brands. The company has been preparing for the change in packaging over a good two years, and it has invested millions of euros in the project.
"The products packaged in Hartwall's recyclable plastic bottles are produced in Lahti. Hartwall Lahti's new production line is ready and production is underway. We have also increased our canning capacity at our Tornio brewery. In all, some 25 million euros of investment has gone into changing over to the new packaging," says Yrjö Närhinen, Hartwall's Managing Director.
As from 1 January 2008, all the spring water bottled at Hartwall Karijoki will also be packaged in recyclable plastic deposit bottles. Lipton Ice Tea and Gatorade sports drinks sold by Hartwall will also come within the system.
Stylish new packaging from Hartwall
Hartwall will change over all 0.5-litre refillable plastic bottles to the recyclable plastic bottle as from the start of 2008. Hartwall Jaffa and Pepsi soft drinks, Hartwall Novelle mineral waters, ED energy drinks and Upcider ciders will all get their own profile bottle. Moreover, other products will be packaged in the Hartwall profile bottle, which will also make its way onto the market.
"Hartwall is a company of strong brands. Recyclable plastic bottles mean that we can put across the message of our brands' attributes through their packaging and offer even more pleasurable drinking from stylish packaging that is always new."
The new bottles are the outcome of collaboration between Hartwall and industrial designers. The packaging for Hartwall Novelle and ED were designed by Pekka Kumpula, an internationally successful designer from Design Agency Remes & Packart. The shape of the clear Hartwall Novelle bottles imitates the rings in the water after a stone has been thrown in, and the black ED bottle radiates the dynamic and masculine world of energy drinks.
Hartwall Jaffa soft drinks will be packaged in clear bottles, the upper part of which resembles a lemon squeezer. The bottle exudes the fundamental pledge of Hartwall's deliciously fruity Jaffa. The other non-alcoholic beverages will be packaged in a clear simple Hartwall profile bottle. The Cool Grape and Long Gin Grape long drinks will be packaged in brown profile bottles.
The company has revamped the entire range of packaging for the Upcider brand. A green long neck recyclable plastic bottle and green Upcider Natural and Upcider Frozen cans create a cohesive green look. The packaging for Upcider and the Hartwall Jaffa and Hartwall bottles were designed by Design Agency TANGO\.
Pepsi packaging will be going over to the international Grip bottle that has been used elsewhere in the world since 2004. Pepsi Colas will be packaged in clear bottles, and 7Up and Mountain Dew in green bottles.
"Consumers have given our new packaging an excellent reception across the board, and they consider it appealing, distinctive and better than the current containers. Consumers feel they derive clear added value when they always get design instead of a recycled bottle in new packaging," says Mr Närhinen.
Beer stays in glass bottles and cans
The one-and-a-half-litre refillable plastic bottle will remain on the market for the time being. The first 1.5 litre recyclable plastic bottle is due to come on the market in spring. However, the recyclable plastic bottle is expected to replace the refillable plastic bottle within the next few years.
The company will continue to use glass bottles and cans for its beer because they are better suited for beer and appreciated by consumers.
"The 0.33-litre glass beer bottle will continue to hold its own because it's popular with consumers. The proportion of beer cans is expected to increase still further, but the tax amendment will also offer scope for new glass containers. Lapin Kulta and Foster's long neck bottles are leading the way here," says Mr Närhinen.
The increase in cans in the cider and long drink categories is expected to level out along with the launch of the recyclable plastic bottles.
Changeover on environmental terms
The recycling system for beverage containers, which operates at an excellent level in Finland, will broaden its scope still further along with the introduction of the recyclable plastic deposit bottle. At the same time bottles, which have previously ended up as useless waste, will fall within the sphere of deposit beverage containers. Suomen Palautuspakkaus Oy, PALPA will manage the recycling system for recyclable plastic deposit bottles.
PALPA's negotiations concerning the choice of downstream processor for recyclable plastic bottles are nearing completion. The objective is to utilise as far as possible the plastic in recyclable plastic bottles to manufacture new bottles. The material can also be used for other packaging requirements or as a raw material in other industries.
The deposit values on recyclable plastic deposit bottles vary from 10, 20 to 40 cents according to the size of the bottle, and the value is marked on the label. Automated redemption machines recognise deposit bottles by reading the EAN code.
Hartwall's recyclable plastic bottles will go on sale as soon as the tax exemption comes into force on 2 January 2008.
For more information, please contact:
Yrjö Närhinen, Managing Director, Hartwall Ltd, tel. +358 20 717 2327,
Pekka Tola, Marketing Manager, pekka.tola@hartwall.fi, tel. +358 20 717 2042, or
Tuija Kleimola, External Communications, tuija.kleimola@hartwall.fi, tel. +358 20 717 2595
Pictures: http://kuvapankki.hartwall.fi Press pictures/recyclable plastic bottle
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