Latest news with #BoxedWater
Yahoo
2 days ago
- Business
- Yahoo
National Advertising Division Finds Certain Boxed Water is Better® Environmental Claims Supported; Recommends Others be Modified or Discontinued
In a challenge brought by the International Bottled Water Association, BBB National Programs' National Advertising Division determined that Boxed Water is Better®, which markets and sells purified water in plant-based cartons, provided a reasonable basis for challenged recyclability, tree planting, and certain environmental impact claims. New York, NY, June 06, 2025 (GLOBE NEWSWIRE) -- In a challenge brought by the International Bottled Water Association, BBB National Programs' National Advertising Division determined that Boxed Water is Better®, which markets and sells purified water in plant-based cartons, provided a reasonable basis for challenged recyclability, tree planting, and certain environmental impact claims. However, the National Advertising Division (NAD) recommended that Boxed Water is Better modify or discontinue other claims related to renewable materials and sustainable sourcing. During the proceeding, Boxed Water is Better voluntarily agreed to modify certain environmental comparison claims and permanently discontinue certain comparative environmental claims. Therefore, NAD did not review these claims on their merits and will treat them, for compliance purposes, as though NAD recommended they be modified or discontinued. Recyclability Claims In support of claims that its cartons are 'Recyclable' and '100% Recyclable,' Boxed Water is Better explained that each carton of Boxed Water contains only three materials: fiber, aluminum, and plant-based plastic, and 100% of these materials are recyclable. It was undisputed that 100% of the Boxed Water carton is able to be recycled, provided the facility separates the layers and has the capacity. Therefore, NAD concluded that Boxed Water is Better provided a reasonable basis for its recyclability claims. Renewable Materials Claims In support of its '92% plant-based carton' and 'our carton is made from 92% renewable materials' claims, Boxed Water is Better explained that the liner film and the cap are 100% plant-based plastic as determined through a mass balance accounting approach (a method to track the sourcing of renewable materials when mixed with non-renewable materials in production even where any individual carton may not physically contain the claimed amount of renewable material). NAD noted that some consumers may not know of mass balance and instead may reasonably expect the claim to mean that each carton physically contains 92% renewable materials. Therefore, NAD recommended Boxed Water is Better modify these claims to clarify how their calculations are done. Additionally, NAD recommended that Boxed Water is Better modify the unqualified renewable claim 'Explore our renewable packaged option' by disclosing the amount of renewable materials in the cartons, and discontinue the claim 'For those times when reusable bottles aren't an option, our paper-based cartons are the most renewable option in the water aisle' as the evidence was not sufficient to support this superiority claim. General Environmental Benefit and Sustainability Claims Given the context in which the challenged claims appear on the Boxed Water is Better website, NAD concluded that many of the Boxed Water is Better carton claims, including 'The earth loves our box,' 'Better for the Planet,' and 'Sustainable' are not unqualified general environmental benefit claims and do not require additional qualification. However, NAD recommended that Boxed Water is Better modify its 'Sustainably sourced' claim by clearly and conspicuously explaining what the claim means. Life Cycle Analysis Claims During the challenge, Boxed Water is Better agreed to permanently modify certain claims to make clear that the comparison is to premium plastic bottles, including 'Boxed Water is Better,' 'Boxed Water is better than plastic,' and 'Compared to single-use plastic bottles and canned water, our plant-based cartons have a lower environmental impact throughout their lifecycle.' In support of these and similar claims, Boxed Water is Better submitted a Life Cycle Analysis comparing the environmental impact of a carton of Boxed Water to a model premium plastic water bottle and a model aluminum can of water. Based on the results, NAD concluded that Boxed Water is Better provided a reasonable basis for its comparative environmental impact claims, including 'Boxed Water is better than aluminum.' Tree-Planting Claims NAD concluded that Boxed Water is Better's evidence of the number of trees planted sufficiently supports its claims that it planted 1.5 million trees. Other Claims NAD concluded that Boxed Water is Better's advertising did not reasonably convey the challenged messages that Boxed Water is Better cartons are made with 100% plant-based materials and that the cartons are biodegradable. The International Bottled Water Association stated that it will request review of NAD's decision by the National Advertising Review Board (NARB), the appellate-level truth-in-advertising body of BBB National Programs. In its advertiser statement, Boxed Water is Better stated that it 'will follow NAD's recommendations' and 'thanks NAD for its careful analysis.' All BBB National Programs case decision summaries can be found in the case decision library. For the full text of NAD, NARB, and CARU decisions, subscribe to the online archive. Per NAD/NARB Procedures, this release may not be used for advertising or promotional purposes. About BBB National Programs: BBB National Programs, a non-profit organization, is the home of U.S. independent industry self-regulation, currently operating more than 20 globally recognized programs that have been helping enhance consumer trust in business for more than 50 years. These programs provide third-party accountability and dispute resolution services that address existing and emerging industry issues, promote fair competition for businesses, and a better experience for consumers. BBB National Programs continues to evolve its work and grow its impact by providing business guidance and fostering best practices in arenas such as advertising, child-and-teen-directed marketing, data privacy, dispute resolution, automobile warranty, technology, and emerging areas. To learn more, visit About the National Advertising Division: The National Advertising Division of BBB National Programs provides independent self-regulation and dispute resolution services, guiding the truthfulness of advertising across the U.S. The National Advertising Division reviews national advertising in all media and its decisions set consistent standards for advertising truth and accuracy, delivering meaningful protection to consumers and promoting fair competition for business. CONTACT: Name: Jennie Rosenberg Email: jrosenberg@ Job Title: Media Relations
USA Today
15-05-2025
- Business
- USA Today
New product packaging reduces toxic plastic waste
New product packaging reduces toxic plastic waste Emerging sustainable options to plastic packaging are made with mushrooms, seaweed, starch and wheat straw Consumer packaging dumps 19 million metric tons of plastic waste into the environment each year, according to the nonprofit advocacy group Beyond say we can do and consumers need to move 'away from plastics in packaging, towards more sustainable alternatives,' says Aidan Charron, associate director of Global Earth Day. Many businesses are heeding the call.'Some brands are looking to improve their packaging footprint because their customers are demanding it. Others are looking to meet regulations that are increasingly coming online,' says Valerie Langer, principal at Canopy, a global nonprofit that helps brands shift to next-gen ecofriendly materials. Beyond responsibly sourced paper, there are plenty of other emerging alternatives to plastic, including packaging made from mushrooms, seaweed and wheat straw. How are brands shifting their packaging strategies? To tame the scourge of plastic water bottles, Boxed Water sells hydration in (you guessed it) plant-based cartons. 'Ninety-twopercent of the carton is made up of a renewable resource' that can be regrown, says Daryn Kuipers, CEO of theMichigan-based company. Plants to the rescue 'The paper comes from certified FSC (Forest Stewardship Council) forests — forests that are being replenished,'Kuipers says. 'And every time someone posts a picture of our carton (on) their social media and shares it, we plant two trees. Over the lifetime of this company, we've already planted one-and-a-half million trees in our country's national forests.'And what about those 'next-gen' materials? Here, too, leading brands are making moves: BambooDell Technologies has pivoted to packaging made of bamboo, 'an extraordinary material chosen for its fast growth rate, exceptional fiber strength and durability,' says Oliver Campbell, director and distinguished engineer ofsustainability. 'This innovation allowed us to protect our technology products effectively while minimizingenvironmental impact,' he says. AluminumCleanCult puts its household cleaning products into refillable paper-based cartons and aluminum bottles. 'Aluminum is durable, infinitely recyclable, and easy for consumers to recycle correctly when the time comes,' says CEO and co-founder Ryan takes a similar approach with its coffee pods. 'Our original capsules are made using at least 80 percent recycled aluminum, and most Vertuo capsules are made using at least 85 percent recycled aluminum,'says Jessica Padula, the company's vice president of marketing and head of sustainability. Starch-based foamWild Alaskan Company uses Green Cell Foam by TemperPack, 'a starch-based foam insulating material,' says packaging manager Garrett foam 'does double duty when it comes to sustainability: It's made from a non-fossil fuel renewable resource, and it gives members an easy and responsible way to dispose of the material after it's done its job. Simply pour water directly on the Green Cell Foam and it quickly dissolves in the sink, trash or even a garden's compost bin.'Some next-gen solutions come with tradeoffs. 'Whether it's mushrooms, or an agricultural fiber like wheat strawor rice straw or pineapple leaves, you also have to look at things like what's happening to the soil, to make surethat we're not … actually replacing food lands with packaging agricultural lands,' Langer says. Use less movementShiki Wrap, for example, aims to replace tons of landfill-bound paper gift wrap with reusable fabric gift bags and wraps made from sustainable fabrics.'Most gift wrap is not recyclable but even the wrap that is recyclable requires and pollutes an enormous amount of water to produce and recycle,' says the brand's founder Meagan brand Patagonia likewise takes a less-is-more approach to packaging, says Jennifer Patrick, globalpackaging and branding bamboo and other materials hold much promise — 'there are some really innovative materials outthere,' she says. But for now, '100 percent recycled FSC paper is really the most environmentally friendly substrateavailable today that you can use.' That being the case, the company is trying to use less of it.'All of our gloves hang on a header card that has a cutout, and we have a loop inside the glove that hangs on,'she says. By redesigning the card dimensions, 'We were able to save about 30 percent of the materials we wereusing.'The company likewise pivoted away from using multiple paper tags on clothing, instead using a single tag with a QR code that people can scan for more product information.'Out of the gate, the first season, we saved over 175,000 pounds of paper from landfills,' she says.
