In late June, Pepsico announced that it will start selling Aquafina’s still water in aluminum cans in U.S. food outlets starting next year and will conduct tests to launch on a larger scale. Shortly after in mid-August, Coca-Cola put out a competing product, in addition to a ‘hybrid bottle’ that includes recycled PET, polyethylene terephthalate, material. Lauren King, Dasani Brand Director, says this is the “largest sustainability initiative in the brand’s history.”
“We really started the process as part of our entire World Without Waste strategy from the Coca-Cola company,” King continues, “it really takes investment to find the recycled PET and figure out how to put it into our bottles. The same thing with aluminums...it requires some investment and some learning about the best way to make sure that the taste experience is great for consumers no matter what package they’re using.”
Coca-cola launched World Without Waste in early 2018. It aims to have 100% of packaging fully recyclable by 2025 with at least 50% recycled material in all its primary packaging globally by 2030. Later, Pepsico launched a goal for 25% of recycled plastic content by 2025.
Consumers look to bottled water
Competition in this space may seem saturated, but consumers continue to remain thirsty for more sugar-free options. The bottled water industry is projected to bring in $67.5 million in revenue in 2019. It’s also expected to grow by more than 5% each year until 2023.
“In the total non-alcohol ready to drink category [at Coca-Cola], water was the number one growth category in total sales last year,” King said.