Portuguese retailer Continente will change the composition of its own-brand water bottles as part of its plastic reduction strategy.
The move will help in eliminating 400 tonnes of virgin plastic from its operations per year.
Besides reducing the consumption of virgin raw materials, the measure also contributes to a circular economy, Continente added.
'Same Consumer Experience'
Ana Alves, commercial director of private brands at Sonae MC, said, "The change that makes these bottles more sustainable will not imply any change in their thickness or the amount of plastic used, ensuring the same consumer experience."
The initiative is part of Continente's Strategy for the Responsible Use of Plastics which proposes, among other commitments, to increase secondary (recycled) raw materials in new products to avoid the production of more plastic.
The retailer's still water range, which is available in 0.33 litre to 6 litre bottles, accounts for 1,600 tonnes of PET plastic used by the company annually.
The retailer has replaced 50 tonnes of low recyclability plastic, such as PVC, with other materials that are easier to recycle.
Currently, 70% of the retailer's private label packaging is already 100% recyclable.
Alves added, "Continente, as the leading retailer in the market, has a key role in promoting the responsible use of plastic, helping to reduce the amount of plastic in the packaging of own-brand products and influencing the entire value chain to take an active role in this work which is everyone's responsibility.
"Our purpose is to create long-term economic and social value by taking the benefits of progress and innovation to an increasing number of people.
© 2021 European Supermarket Magazine – your source for the latest retail news. Article by Branislav Pekic. Click subscribe to sign up to ESM: The European Supermarket Magazine.