The new packaging is made of old milk jugs. According to the company, the initiative is expected to reuse 3,500 tons of plastic annually.
It adds on to the company’s suite of sustainability initiatives, including diverting more than 70% of its waste to recycling facilities in an effort to “contribute less waste and recycle all they can,” according to a Nature’s Way press release issued yesterday.
The packaging material isn’t the only thing that’s new—the bottles will now come in a square shape. Matt Schueller, chief strategy and innovation officer at Nature’s Way told us about the plans for a new bottle shape back in March during Expo West.
“Most bottles used in the industry are round, this is a square, it provides a really nice footprint and facing for the consumer in a really unique, contemporary, updated look as well,” he said.
The new packaging will begin to roll-out over the next few months and be available at Sprouts, Kroger, Whole Foods Market, Publix, Wakefern, and CVS stores, as well as local natural grocery stores, co-ops, and online retailers like Amazon.
The packaging comes from TricorBraun.
“Square bottles are not common in the supplement industry, and this new design brings a fresh look to capture consumer attention at retail shelves, while also tying together the herbal line in a cohesive way,” said Becky Donner, SVP of marketing, design and engineering at TricorBraun.
“We are honored to partner with Nature’s Way to create innovative packaging that supports their mission.”