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A new national initiative has been launched by UK water companies. It is aimed at cutting plastic bottle use by tens of millions per year. The joint initiative also seeks to promote and support an increase in the availability of free drinking water.

The campaign, titled Refill, has emerged in light of the growing awareness regarding global plastic pollution. In addition to its core aims, the message by Refill also supports recent policy developments to help support the use of reusable drinking bottles. As reported by edie.net, they focus on creating “a national network of high street retailers, coffee shops, businesses and local authorities offering stations for the public to refill their water bottles”.

Recent trends pressuring the abandonment of single use plastic bottles and drinking cups puts a huge responsibility on the likes of the bottled water industry. It will be interesting to see how the sector responds in the coming weeks and months.

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