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Our Journey


There is a lot of plastic pollution in the environment. And the fact of the matter is – too much of it carries our name.

That is not OK with us.

Plastic is a valuable material. It is crucial for the safe and efficient distribution of our products, and it has a lower carbon footprint than many alternative materials. So, it has its place.

But that place is definitely not littering our streets, rivers and oceans.

It is, however, inside the circular economy – where it is reused, recycled or composted. And where it is kept in a loop, to stop it from ever finding its way into the environment.

If even one of our bottles ends up in the environment, that’s one too many. Our plastic is our responsibility.

That’s why, today, we’re announcing new goals, that are even bolder than the ones we’ve been working towards up until now.



By 2025, reduce the amount of virgin plastic in our packaging by 50%


By 2025, help collect and process more plastic packaging than we sell

Learn more