The innocent brand of smoothie drinks has always been a little bit different, from their advertising to the very packaging they are sold in. The company clearly likes to promote its products as healthy and environmentally responsible. And with their eco bottle this has definately been achieved bottle to be made from a 100% renewable source (corn), uses no plastic at all (hence no oil or gas) and is manufactured in a carbon neutral process. What's more, it's totally compostable - reducing land fill.
The reason I like this idea is that it fits very well with the companies tone of voice, it seems like a natural progression for the company to develop this bottle, and hasnt just been "tacked on" to appeal to the environmentally concious consumer.
Wayne
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