Mobile accessories manufacturer Juice says it plans to become the first technology brand to eliminate virgin plastics from all of its products by doing so over the next 12 months.
Juice aims not to use biodegradable, plant-based or natural alternatives but instead opts for reusable plastic.
“The main driver for us is trying to reuse materials that are already out there, as 91 per cent of plastic isn’t currently recycled,” said general manager Steph Cotterill.
“There is plastic in our packaging and products, but it is plastic that already exists, needs recycling and is then 100% recyclable. Why generate more virgin plastic?”
The brand is expanding this strategy throughout 2022, starting with new recycled material for its power bank and speaker ranges available from April.
“Where it is not possible to use recycled plastic, we vow to use more environmentally friendly materials instead,” said Cotterill.
“If we’re not making these changes in 2022, then I believe that’s a bigger risk going forward.”
She added that this transition is in line with what customers are demanding. “Businesses and customers are shopping more ethically and consciously and want to become more responsible,” said Cotterill.
