Nature’s Way debuts sustainable packaging with square design

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Nature’s Way debuts sustainable packaging with square design

By David Salazar - 06/13/2019
Vitamin and supplement maker Nature’s Way has unveiled a new line of sustainable packaging for its herbal line of more than 300 items. The new packaging, which features a square design, is made using 97% post-consumer recycled plastics.

“At Nature's Way, we are always striving to improve our sustainability practices and know it's also a core value of our consumers,” said Dan Countryman, brand manager for Nature’s Way. “We often talk about how 'We Go Where Herbs Grow Best' to bring consumers the best the Earth has to offer, and in tandem with that promise, we know that we need to respect and care for the planet that provides those gifts. That's why we are excited to introduce our new innovative packaging in celebration of our 50th birthday.”

Nature’s Way said the new packaging, which made from old milk jugs, is an extension of recent efforts — including the diversion of more than 70% of its waste to recycling facilities — that have been focused on waste reduction. Besides furthering its sustainability efforts, the company believes the new packaging will help it stand out on the shelf.

“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, TricorBraun senior vice president of marketing, design and engineering. “We are honored to partner with Nature's Way to create innovative packaging that supports their mission."

The new packaging will hit such stores as Kroger, Publix, Wakefern, CVS Pharmacy, Whole Foods Market and Sprouts in the coming months as the rollout gets underway, Nature’s Way said.