News
Absolut Vodka’s (plastic lined) paper bottle sparks greenwashing accusations
21 Jun 2023Social media users have called out Absolut Vodka over greenwashing following its trial of a single-mould paper bottle that contains an integrated barrier of recyclable plastic.
The bottle, developed in conjunction with paper bottle firm Paboco, represents the first time such a product has been sold commercially in-store by a global spirits company. Absolut Vodka launched a three-month trial in Tesco stores across Manchester, UK at the start of June.
But not everyone is happy with the self-proclaimed "significant milestone" in the firm’s journey to create a fully bio-based bottle.
“It's like calling a ham sandwich vegan, as 57% is bread,” said Paul Foulkes-Arellano, in a recent LinkedIn post. Foulkes-Arellano is founder of Circuthon Consulting, UK-based management consultancy that aids businesses in the transition to a circular economy model.
“The vodka is in contact with a polyethylene naphthalate (poly(ethylene 2,6-naphthalate) bottle which is 43% by volume of the bottle.
“PEN (as it's known colloquially) is a polyester derived from naphthalene-2,6-dicarboxylic acid, and ethylene glycol,” he added.
In response to the controversy, Elin Furelid, director Future Packaging at Absolut, said: "We are all learning from one another and there is no perfect solution yet on the market.
“In our case we are using a specific technique with Paboco. The benefit of our single-mould paper bottles is that they require no post-assembly.
“[This] reduces the amount of energy and material required during the production process – it is the paper that holds up as a bottle, rather than the inner lining.”
Greenwashing in the food, cosmetics, and fashion industry
Greenwashing is the practice of making untrue or misleading statements about a company’s environmental credentials, either unintentionally or as a measured marketing strategy.
The approach has gathered momentum, particularly in the food, cosmetics, and fashion industry, where there is a greater emphasis on sustainability and pressure to enter the circular economy.
In a recent report, commissioned by Changing Markets Foundation (CMF), claims over the environmental credentials of packaging, particularly paper-based, are misleading and done to obscure the real impact from consumers.
© AdobeStock/Nikita
It identifies the eco-friendly claims of Perfetti Van Melle and its new cardboard box packaging as an example. The report also highlights the makers of Mentos mints’ failure to mention the packaging is an unrecyclable composite material made out of card, aluminium and plastic.
The analysis, which is available on CMF’s website www.greenwash.com, also highlights the paper-based packaging for Balisto chocolate bars, made by Mars Wrigley, together with Edeka Minden-Hannover.
According to the report, the packaging is advertised as 90% paper and recyclable, but also contains a “thin barrier coating” which protects the chocolate and prevents it from being greased outwards.
The report states it is not clear what the thin barrier is made from and whether it can truly be recycled as the logo is not an official recycling one.
EU and UK greenwashing regulation on the cards
But whether or not firms are knowingly involved in greenwashing, regulation is fast catching up to meet the Environmental Social Governance (ESG) claims made by companies keen to be seen doing their bit for the environment.
Already being proposed is an EU directive for 2024 that looks to filter out unsubstantiated label claims that can mislead consumers of an organisation’s environmental impacts or benefits.
Currently in a draft form, the European Commission’s Green Claims Directive is expected to cover common themes such as the clarity of claims, ensuring they are not misleading and backed with evidence.
Pictured: Diagram outlining linear vs circular economy comparison from recycling aspect | © AdobeStock/VectorMine
Meanwhile, UK-based firms have been informed that the Competition and Markets Authority is already enforcing its own Green Claims Code with the news in January 2023 that it would further scrutinise household products, including food and beverages.
“The more businesses are transparent about their plans to transition to net zero and prepare for climate shocks, the easier it is to benchmark best practice, set standards and celebrate the companies that really are delivering on their commitments,” said Emma Howard Boyd, Chair of the UK’s Environment Agency.
“As with the government’s ambition for net zero by 2050, delivering on climate resilience and nature recovery requires robust, consistent, and trusted data,” she said in a speech to the UK Centre for Greening Finance and Investment Annual Forum at The Institution of Civil Engineers in July 2022.
“If we fail to identify and address greenwashing, we allow ourselves false confidence that we are already addressing the causes and treating the symptoms of the climate crisis.”
Related news
UK High Court allows Oatly to use 'milk' on packaging
17 Jan 2024
Oatly has scored a landmark victory in the use of the word milk after the UK High Court ruled against the country’s dairy industry and permitted the term to be used on packaging.
Read moreChobani expands drink presence with La Colombe acquisition
16 Jan 2024
Greek yoghurt giant Chobani has purchased US coffee brand La Colombe Coffee Roasters for $900 million, furthering its expansion into beverage categories like coffee, oat milk, creamer and ready-to-drink offerings.
Read morePepsiCo to reshape convenient foods portfolio with less sodium and more plant proteins
10 Jan 2024
PepsiCo has revealed details of two nutrition goals that look to reduce sodium and boost consumption of legumes, whole grains, and plant-based proteins as part of the multinational’s expanded convenient foods portfolio.
Read moreMeet the innovative ingredients showcased at Fi Europe’s New Product Zone
3 Jan 2024
The Food Ingredients category at Fi Europe’s New Product Zone featured 19 distinct and innovative products. From fermented delights to sustainable proteins, these ingredients are ready to make their mark in the market.
Read moreFi Europe’s New Product Zone elevates the nutrition of everyday indulgences
22 Dec 2023
At Fi Europe 2023's New Product Zone, eight health ingredients, each offering an enhanced nutritional profile of various products, were on display. These ingredients address the evolving needs of the food and beverage industry and cater to consumers se...
Read moreMyAir plans to expand personalised adaptogen products to UK
15 Dec 2023
After launches in Japan and the US, B2B personalised nutrition company MyAir is eyeing the UK market with its white-label functional food and drink products. “Taste is a must – but it's not enough,” says its CEO. “Food has become functional and persona...
Read moreAugmented technology is the gateway to new food experiences
13 Dec 2023
Harnessing augmented reality as a digital tool could offer consumers increasingly personalised food and beverage experiences, opening up new ways to see and taste products, according to a report by Canvas8 and Givaudan.
Read moreColombia introduces tax on ultra-processed foods
7 Dec 2023
In a bid to curb rates of obesity and other non-communicable disease, the Colombian government has introduced a tax on various ultra-processed food (UPF) and drink products.
Read moreSnack trends, ingredient claims, and plant-based perceptions: Highlights from Fi Europe 2023, part 1
7 Dec 2023
Value-led snacking, sustainability storytelling, and the importance of having a ‘star ingredient’: we asked consumer analysts and market experts at Fi Europe about the trends and innovations that are shaping the food industry.
Read moreConsumers want more plant-based meat without GM ingredients
28 Nov 2023
Plant-based meat has been a hot and popular category for several years, but not all North American shoppers are embracing vegetarian alternatives that contain genetically modified (GM) ingredients, according to the Non-GMO Project.
Read more