More and more, people are understanding that the planet needs everyone to manage drink packaging responsibly.
Sustainability is a major trend identified by both TechNavio in "Global Beverage Packaging Market 2015-2019" [December 2014] and VisionGain’s Beverage Packaging Market Forecast 2014-2024: Future Prospects for Leading Companies [October 2014].
The most effective way to make soft drink bottles more sustainable is to not sell beverages in single use glass or PET. After years of fighting with SodaStream, who is adamant about this issue, Pepsico developed Drinkfinity, or as the company calls it, a personal and portable hydration system. (Sodastream is not portable.) Drinkinity is currently in test market, in Brazil.
Essentially it is a reusable bottle - which users fill with water - and flavour pods that are inserted into the top of the bottle and squeezed to release the contents into the water beneath. The Drinkfinity bottle is a BPA-free, reusable bottle that is totally portable, sleek and stylish. The pods take the form of dual capsules: liquid to carry flavours and aromas, plus dry active ingredients to maximise the sensory experience, potency and freshness of each beverage. The pod is enclosed in a chamber so that it never comes into contact with the drink.
The bottle can withstand warm water up to 71ºC / 159ºF, and cold water down to 2ºC / 36ºC. it can’t be frozen, but adding ice is fine. It can’t be used in a microwave. It may be used with any non-carbonated sports or soft drink, juice, coconut water or protein drink.
According to Pepsico, Drinkfinity represents a major step in making its packaging more sustainable by reducing the use of plastic by 86%*, lowering green gas (GHG) emissions by reducing the need for massive transportation, and by promoting the use of local water.
*The plastic savings were calculated by comparing the pod and vessel with a reusable 20oz non-carbonated disposable bottle in Brazil, over a period of three years of estimated life of the vessel.
Drinkfinity comes in four hydration lines that address the different moods/motivations consumers may face among the day. These are Live your Day, Take a Break, Energise and Exercise & Play. Each line includes specific ingredients and tastes to help consumers achieve their goals.
Drinkfinity was put into test market in Brazil on January 3. Pepsico has posted the message, “Drinkfinity is coming soon to more countries,” on its website.
The Drinkfinity concept was developed by Hernan Marina, PepsiCo's business innovation, senior director, Latin America Beverages. As part of the development process, the company opened a Drinkfinity lab earlier this year in Vila Madalena, a trendy, art district in Sao Paulo and a hub for ad agencies and design companies and opinion formers were invited to the lab to talk about topics such as hydration, urban life, and the creative economy.
