"We continue to innovate across all our packaging formats, and we are pleased with the progress we've made on the Green Fibre Bottle so far," vice president of group development at Carlsberg Group, Myriam Shingleton, said in the statement. "While we are not completely there yet, the two prototypes are an important step towards realising our ultimate ambition of bringing this breakthrough to market. Innovation takes time and we will continue to collaborate with leading experts in order to overcome remaining technical challenges, just as we did with our plastic-reducing Snap Pack."
The brand's push for eco-friendlier bottles isn't new. They began work on the paper models back in 2015 -- thanks to a little help from packaging solutions firm EcoXpac and Danish Technical University researchers. But they're also not the only ones moving towards a more sustainable business plan. Absolut, L'Oréal, Unilever, and more are part of Paboco, a "paper bottle community."
"Partnerships such as these, ones that are united by a desire to create sustainable innovations, are the best way to bring about real change," Shingleton added.