Innocent Drinks has created a prototype for the 100 per cent compostible bottle, part of its plan to become a completely sustainable company.
The ethical drinks company has no timescale for the launch of the new bottle, which is made of corn starch, and in the meantime will continue working to increase the recycled plastic in its existing bottles from 25 per cent to 50 per cent by December.
Brand director and co-founder of Innocent Richard Reed, says: “There are still problems to iron out with the prototype, such as a slight discolouration, but it exists and it is 100 per cent compostible. You can chuck it on a compost heap and it will dissolve.
He adds that the prototype is one part of what Innocent is trying to do as it works to become a sustainable drinks company.
Reed says no changes made at Innocent will affect the quality and taste of the drinks produced but he adds that “as environmental awareness builds, action is becoming a mass-market proposition and a corporate responsibility at every level”.
Last month, Innocent Drinks hired Lowe London as its advertising agency ahead of a &£7m marketing push next year that will include a cross-media campaign. Innocent has more than 62 per cent of the UK smoothie market, according to AC Nielsen data.