Drinks brand Levi Roots has introduced fully recyclable clear plastic bottles for its Caribbean Crush variant, along with updated labelling.
The change implements a move from green to clear bottles to aid consumer navigation. Available in both wholesale and convenience, 500ml bottles will appear in market from April, with 2L formats rolling out from May.
“Levi Roots is a well-established brand within the Nichols plc family and we’re delighted to launch our 100% recyclable Caribbean Crush bottles into the market,” Jenny Powell, brand and innovation controller at Nichols, said.
“As a business, we want to ensure that we’re creating a happier future for our planet by doing things the right way. By making the bottle clear we’re able to make it easier for consumers to navigate the recyclability of the products, as well as ensuring we align the look and feel across all of the Levi Roots flavour variants.”
The Levi Roots carbonates range caters to consumers seeking out exotic tropical flavours, and offers three flavour variants to explore: Caribbean Crush, Jamaican Sunset and Tropical Punch.
The brand has seen a 21 per cent year on year growth in value sales within the impulse channel – outperforming the sector by 14 percentage points. Building on the momentum of the brand, the introduction of the new packaging unifies the full Levi Roots range to offer 100% recyclable bottles, including lids.
The clear plastic bottles also signpost to consumers the recyclability of the packaging, making it easier for consumers to dispose of responsibly.
