Tackling Ocean Plastics with a Bottle Built for Change
In a world full of sustainability claims, NEO WTR stands out by turning words into action. This isn’t just another bottled water brand—it actively works to reverse the plastic crisis through a clear and impactful circular economy action plan that transforms waste into opportunity.
Launched in June 2024, NEO WTR became Europe’s first spring water brand to use bottles made entirely from 100% Prevented Ocean Plastic™. These bottles use recycled plastic collected from coastal areas at risk of ocean pollution. More than a product, NEO WTR leads a movement rooted in environmental action and social justice.
With projections warning that oceans could contain more plastic than fish by 2050, industries must urgently adopt new sustainability models. The soft drinks sector has long contributed to the plastic problem. Now, NEO WTR offers a bold solution.
Plastic with Purpose
Brookfield Drinks, the company behind NEO WTR, built the brand to be part of the solution. Managing Director Nigel McNally said:
“Consumers deserve a sustainable option when they need bottled water on the go, and NEO WTR provides that without compromising values or the plane.”
Instead of experimenting with aluminium or Tetrapak, NEO WTR focuses on repurposing plastic. Each 500ml bottle uses 100% Prevented Ocean Plastic™—excluding only the cap and label—making it the UK’s only water brand to meet that standard. It also goes beyond UK regulations, which require just 30% recycled plastic in bottles.
By choosing this material, NEO WTR prevents the equivalent of 1.7 plastic bottles from entering the ocean every time someone buys one. It also sources and bottles the water in Somerset, reducing the emissions associated with long-distance transportation.
Circular Economy Action Plan in Practice
Many believe all plastic is harmful, but the issue is more complex. PET (polyethylene terephthalate) is highly recyclable when properly managed. NEO WTR uses a circular economy action plan to extend plastic’s life cycle and shift the conversation from waste to resource.
The brand partners with Prevented Ocean Plastic™ to transform ocean-bound plastic into high-quality bottles. This approach makes environmental and social sense.
Globally, informal workers handle about 59% of all plastic recycling. These workers often face poor pay, unsafe conditions, and little recognition. NEO WTR’s supply chain includes regulated providers that offer fair wages and safe workplaces. This is especially crucial in coastal regions, where 80–90% of ocean plastics originate.
Through this strategy, NEO WTR supports vulnerable communities while reducing pollution—a key principle of its circular economy action plan.
“The Future Is Circular”
Climate pressures, shifting consumer values, and new regulations are reshaping the soft drinks industry. Brands must either innovate or fall behind. NEO WTR provides a real-world example of how to lead that change.
The brand encourages consumers to think differently about packaging. It’s no longer just about holding a product—it reflects a company’s values and its role in the wider ecosystem.
Every NEO WTR bottle prevents pollution and supports livelihoods. That’s why McNally reiterated:
“Consumers deserve a sustainable option when they need bottled water on the go… without compromising values or the plane.”
This vision positions NEO WTR not just as a water brand, but as a purpose-driven movement.
Available Now – With a Message
Shoppers can find NEO WTR in Tesco Express, Tesco Supermarkets, and selected Sainsbury’s stores across the UK. Each 500ml bottle costs £1.25, offering an affordable choice for consumers looking to reduce their impact.
Businesses are under increasing pressure to act on plastic waste. NEO WTR offers a solution that’s practical, profitable, and planet-positive.
Why This Circular Economy Action Plan Matters
For sustainability professionals, policymakers, and eco-conscious consumers, NEO WTR goes beyond marketing. It delivers a circular economy action plan in action—one that prioritizes ethical sourcing, recycling innovation, and measurable impact.
The initiative supports the UN Sustainable Development Goals, especially SDG 12 (Responsible Consumption and Production) and SDG 14 (Life Below Water). NEO WTR shows that industries can shift from linear to circular models without compromising on quality.
This isn’t just spring water in a bottle. It’s a clear example of how sustainability, innovation, and business can work together to protect both people and the planet.
