Working with progressive, values-based brands like Emma & Tom’s who see the benefits of infinitely recyclable glass packaging is a big part of the work we do at O-I Glass.
The opportunity to collaborate with Emma & Tom’s to create an innovative new glass packaging solution known as ‘Millie’ aligned with our commitment to sustainability and wellbeing in a powerful way. It also allowed us to support the manufacturing and recycling of glass packaging within Australia.
Millie is a 250ml glass bottle designed to contain precisely two servings of fruit in the form of no-sugar-added fruit juice. It’s perfect for consumers who are conscious of the daily 5+ 2-a-day guidelines.
Two servings of fruit, or two serves of 125ml is the daily recommended amount for adults aged 19 years and over as set out by the Australian Dietary Guidelines, which provides up-to-date advice based on scientific evidence and research about the amount and types of foods that people need to eat for optimal health and wellbeing.
Despite a healthy diet being high on most people’s priority list, for modern busy people understanding what a daily serving is and getting the recommended daily servings of fruit and vegetables can be an obstacle.
The challenge was for us to come up with a glass packaging solution designed to provide people with a clear understanding of the way in which what they were drinking helped them to meet daily nutritional requirements.
“Glass packaging is important for us,” says Emma Welsh, co-owner of Emma & Tom’s. “We have seen a definite shift with consumers leading the change in the market away from plastics. Glass provides a strong fit with the health and sustainability values that are central to our business and we feel that glass is the best and most sustainable choice for packaging our juice.”
Seeing the Millie bottle in the marketplace today containing Emma & Tom’s chilled fruit juices and smoothies is tremendous. It’s a real testament to the hard work and creativity that went into this collaboration.
Emma and Tom’s, students and staff at Monash University, VOICE Specialist Brand Agency and the Australian Beverages Council all contributed to the Millie project and that made it all the more special for us.
We wish Emma & Tom’s every success.