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Carlsberg has unveiled a prototype for a paper bottle made out of sustainably sourced wood fibres.
The Danish brewer made the ground-breaking announcement yesterday and believes it can help reduce the company's carbon footprint.
It unveiled two designs which it says are 'fully recyclable and have an inner barrier to allow the bottles to contain beer'.
And while the inside of the bottle is currently made out of polymers, Carlsberg has said it is working to make it entirely out of bio-materials.
But if you're really a massive fan of plastic, then fear not. The Copenhagen-based firm confirmed the paper bottle would just be another option for customers, as opposed to replacing those that already exist.
Myriam Shingleton, vice president of group development for Carlsberg, said the paper prototype would be more environmentally friendly than aluminum or glass as they have a 'very low impact on production process'.
She said: "While we are not completely there yet, the two prototypes are an important step towards realising our ultimate ambition of bringing this breakthrough to market.
"Innovation takes time and we will continue to collaborate with leading experts in order to overcome remaining technical challenges."
The beer giant's announcement comes after Coca-Cola announced last month it would stop using plastic shrink-wrap across all its multipacks of cans sold in shops and supermarkets.
More than 30 million packs of the iconic fizzy drink's brands - including Sprite, Dr Pepper, Sprite, and Lilt - are set to be covered in cardboard in the next 18 months.
The move is part of the firm's bid to cut down on what is known as 'virgin plastic'. If successful, it will see 4,000 tons removed from its product line-up across western Europe.
But it's not just product brands that are looking to reduce their impact on the environment. Supermarkets are also making big changes.
Earlier this year, Morrisons announced it was the become the first British supermarket to roll out plastic-free fruit and veg areas in its stores.
The company estimates it will save three tonnes of plastic a week, or 156 tonnes each year.
The news came after a successful 10-month trial in stores in the UK towns of Skipton, Guiseley and St Ives, where customers bought 40 percent more loose fruit and veg, seemingly happy enough to ditch the unnecessary plastic packaging.
Now we just need everyone else to do the same.
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