Highland Spring launches a 100% recycled plastic* eco bottle for children as part of new ‘Wild-Life’ Kids Pack

June expansion to the successful eco bottle line-up is designed to get children engaged with healthy hydration and recycling

The UK’s leading ethical producer of natural source water, Highland Spring, has expanded its hugely successful eco bottle range with the launch of a 100% recycled* and recyclable plastic eco bottle for kids.

The new eco bottle pack will roll-out from mid-June as part of a revamped Highland Spring ‘Wild-Life’ Kids Pack to help educate children on the importance of healthy hydration and recycling from a young age.

Key features of the 6x330ml ‘Wild-Life’ kids eco bottle pack include:

  • A series of six fun characters (one per eco bottle), including Annie, Archie and their friends, the Wild-Life Gang. Each character has a thirst for adventure and enjoys regular hydration top-ups along the way before recycling their bottle for an adventure of its own.
  • Clear messaging on the eco bottle and shrink reinforcing the 100% recycled* plastic message.
  • Call to action on the back of pack encouraging kids to recycle their eco bottle to give it multiple lives.

The move is the next step in the expansion of the Highland Spring eco bottle range, which rolled out nationwide earlier this year following a hugely successful 2018 trial. The trial saw a significant desire amongst shoppers for more eco bottles.

Carol Saunders, Head of Marketing at Highland Spring Group, says: “Helping kids to understand the importance of healthy hydration and recycling from a young age is more important than ever.

“Research tells us that 25% of kids drink less than a glass of water a day[1]. One in three parents struggle to get their child to drink water generally, and eight in 10 are convinced they rarely get enough fluids[2]. It’s clear that we need to make water for kids fun again!

“That’s where our Wild-Life Kids Pack comes in. We’re building on a theme that performed well when launched last year by combining all the fun of childhood adventure with functional messaging around the importance of hydration and recycling. This will help children develop healthy habits from a young age.”

A digital campaign kicks in this summer to support the launch with an interactive gaming adventure on the Highland Spring website. Children can pick a character from the Wild-Life Gang and take on the challenge to collect and recycle as much litter as they can whilst keeping themselves hydrated along the way.

The rollout is part of a bumper period of activity for Highland Spring, which has just unveiled a fresh, modern new look for its sparkling range to better showcase its unique provenance and healthy hydration credentials.

The new sparkling bottle design contains 25% recycled plastic and, like all Highland Spring bottles, is 100% recyclable. Every Highland Spring bottle will move to 25% recycled plastic by the end of the year, and to 50% recycled plastic by 2022.

The Highland Spring Wild-Life Kids pack will be available in selected Sainsbury’s and Co-op stores plus Ocado from mid-June.

[1] Natural Hydration Council research

[2] Dr Emma Derbyshire, Easy Peel Oranges