Energy drink brand HELL ENERGY has partnered with aluminium company Hydro to develop a can claimed to be the ‘greenest in the market’.
The new can will be made of recycled aluminium, with a certified content of 75% recycled post-consumer scrap, allowing aluminium which has reached its previous end-of-life as a product, is brought back into the resource loop.
The company’s strategy is based on the responsible sourcing of aluminium with a low carbon footprint, something it says can significantly contribute to reducing global corporate emissions.
HELL ENERGY built its aluminium beverage can factory in Hungary in 2017 and has been recycling 100% of its industrial scrap ever since.
Barnabas Csereklye, Managing Director of HELL ENERGY, said: “We aspire to lead the market and be the global benchmark by providing low carbon packaging for our consumers.
“This is why we have committed ourselves to the innovation of Hydro, which is by far the most sustainable solution for our market.”