Lo Bros has launched Not Soda, described as an impact-led range in collaboration with Independent retailers Ritchies and Drakes, with a mission to clean up the ocean.
For every can of Lo Bros Not Soda sold, Lo Bros will fund the removal of the equivalent weight of two plastic soft drink bottles from marine environments through its partnership with Seven Clean Seas.
Lo Bros Founder Didi Lo said the company was on a mission to disrupt the drinks industry with the initiative, with the retailers the first get behind the effort. Lo said they had a joint goal to clean up two million plastic bottles from the ocean by 2025.
“We are very proud to announce the launch of Lo Bros Not Soda. Every can of Not Soda will directly address the environmental crises being created by the soda industry,” Lo said.
Every year, up to 34 billion plastic bottles enter the ocean. In Australia, 75 per cent of all beverage aluminium cans are collected for recycling. Unlike plastic, which can only be recycled 1-3 times before degrading and sent to landfill, aluminium is infinitely recyclable.
Drakes general manager merchandise and marketing Michael Connolly, said, “As leaders in the retail industry, we have a responsibility to be a part of the change for good, and this is a soda our consumers can feel good about. It’s not only zero sugar, but it contributes to saving our seas at a time when climate change is a global emergency.”
Richies CEO Fred Harrison, said, “Connection to our community has always been front and centre for us. We know this mission is something our customers will be excited to get behind, as are we.”
Seven Clean Seas, co-founder, Tom Peacock-Nazil, said that partnering with Lo Bros Not Soda would give the existing soda market ‘the shove it needs in the right direction’.
“The partnership will generate tons of positive environmental and social impact. Not only is the product designed for recyclability and true circularity given today's infrastructure, but some of its profit is allocated to cleaning plastic pollution from our oceans,” said Peackock-Nazil.
Lo Bros Not Soda comes in four flavours: Raspberry, Lemon, Orange, and Pink Grapefruit, and will be in up to 130 of the two retailers’ stores across the country.
