The reusable bottle, designed and made locally from UK-sourced recycled single-use bottles is making its premiere at the show next week.
Available in eight colours, the Honest Bottle can also be fully customised with branding. To deliver a completely circular story, the bottle has also been designed so that it can be recycled in household collections once it reaches its end of life.
The team behind the brand are materials experts and have been a catalyst in driving increased recycling, circularity and reuse for more than a decade.
Peter Goodwin, co-founder of Honest, commented: “Driving down sales of bottled water must be the number one goal to limit the amount of single use plastics in circulation. To achieve this, we need a dramatic behavioural change that switches consumers over to reusables; all of which need to be at the very least easily recyclable.”
The lightweight, reusable Honest Bottle is easy to carry and BPA free with an ergonomic, instantly recognisable design. The product was designed in London, with colours named after areas of the capital, including Soho Yellow, Brixton Blue, Camden Pink, Notting Hill Violet, Shoreditch Orange, Hyde Park Green, Kensington Blue and Westminster Grey.
The bottle retails at £14 and is available directly from honestbottle.com. The brand is also looking to work with retail partners, and co-branding opportunities are also available, where the lid, strap and packaging can be fully customised.
Peter continued: “Consumers will be more willing to switch to reusables only if they can easily refill them. Unfortunately, public water fountains are sparse in the extreme and people feel uncomfortable asking for their reusable to be filled at a restaurant or café, even when they have made a purchase.
“To combat this, we have launched the Honest Project, which is our initiative to increase accessibility to publicly available drinking water in every country we operate. In achieving this goal, we aim not only to tackle the root cause of our dependency on single-use bottles, but to also address the human behaviour that results in land and ocean bound litter.”
Honest will dedicate time and resource to install publicly available water refill points, using proceeds from Honest Bottle sales. It will also campaign for the widespread installation of publicly available water fountains and reduce barriers to requesting free water in managed premises.
