Italian-to-Go brand, Coco di Mama, has made the decision to completely remove all plastic water bottles from its shelves.
The new initiative will save 180,000 plastic bottles per year, it claims.
Coco di Mama will be offering free water refills in all of its stores and also introducing an infinitely recyclable alternative to plastic bottles, with resealable canned water from CanO Water from £1.
CanO Water is infinitely recyclable and made from an average of 60% recycled content, compared to plastic water bottles which are made from 50% recycled content.
It can be recycled and back on the shelves in around six weeks.
Sara McCraight, head of brand at Coco di Mama, said: “Unless we make some big decisions to help customers make the right choices to stop using plastic bottles, it’s not going to get any better. We monitor our customer feedback trends really closely and the biggest thing they are asking us is to reduce the amount of plastic packaging we have in our stores.
“We’re happy to have found a great alternative that we think our customers will love without having to compromise – a great product at an affordable price point and the right decision for the planet too.”
Mrs McCraight said the choice to remove plastic water bottles was “certainly not going to make us any money and will likely cause a hit to our profitability in the short-term as they cost us more”, but the business believes it’s the right thing to do for the long-term.
“It’s important for us to be clear that we’re not claiming to be perfect, but we are trying to be better in all the decisions we’re making as a brand and business.”
Coco di Mama, which operates 28 stores across London, also offers crockery to their in-store customers rather than serving in disposable cups, saving a further 70,000 coffee cups.