Nestle has unveiled their new bottled water - it has a new name, is more enivronmentally conscious and continues to boast the same great taste. The new Eco-Shape by Nestle promises to use 15% less plastic then other water bottles because of it's unique design and shape. The shape not only helps the environment but it is also easier to carry.

Nestle emphasizes that the new bottle although saving plastic as it only weighs 12.5 grams (less than half an ounce for a half litre bottle) it does not reduce the volume of water it holds. Nestle's advertisement is in line with consumer wants and also environmental consciousness when it states "You get the pure, refreshing taste of Nestlé Pure Life. And the world gets less plastic. True to the environment and true to how you live your life" in the advertisement campaign.

The Eco-Shape is being produced at the Poland Spring plant in Hollis, Maine and is reportedly the lightest water bottle availble in the world. Kim Jeffrey, president and chief executive of Nestle Waters North America, which is part of Nestle, told CNBC.com that “In the short term, it is responsible for us to go as light as we can" and estimated that the bottle will result in the company reducing its resin needs by 65 million pounds in 2008. 

At Change we look forward to following the trend of more environmentally conscious bottled water and are intrigued if other bottled water companies will follow Nestle's lead. We are also encouraged with Nestle's promotion of recycling in their advertisement of the Eco-Shape.

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