Rethinking Packaging for the Cupanion Bottle
At Fill it Forward, sustainability doesn’t stop at the products we create. It extends into every part of our process, including how those products are shipped. We sat down with our Product Design Manager, JD Sherman, to learn more about the new recyclable pulp packaging solution created specifically for our Cupanion Bottles and uncover how we are eliminating thousands of single-use bags.
Q: What challenge were you trying to solve with the new packaging?
The Cupanion Bottle has great clarity and durability, but one tradeoff is that the surface can be prone to scratches when shipped in bulk. Traditionally, the industry prevents this by wrapping each bottle in a shrink wrap or polybag, but that introduces a lot of unnecessary single-use plastic into the supply chain. We wanted to find a solution that would protect the bottles without creating additional waste.
Q: What alternatives did you explore before landing on molded pulp trays?
We tested a number of options. From coated cardboard dividers, different paper-based sleeves, to even some seaweed-based bags. They all had potential, but none of them fully prevented the surface marks we were trying to avoid. That’s when we realized we needed a different approach, one that stopped the bottles from touching each other entirely during shipping.
Q: Can you describe how the pulp tray system works?
Each case of bottles uses a pair of molded fiber trays—one for the top and one for the bottom. The trays cradle the bottles so they never touch the box or one another. It’s a really simple design, but very effective. And because each case holds 20 bottles, this system replaces 20 individual plastic polybags!
Q: Beyond eliminating plastic, what other sustainability benefits come from this packaging?
The trays are made from recycled fiber and are curbside recyclable. They’re also produced locally through our partner Tanbark Molded Fiber Products, which helps reduce shipping-related emissions.
Based on our annual production volume and because we’re not using polybags to wrap the bottles, we calculate we’re diverting nearly 1,950 lbs of waste from landfills, saving over 24,300 kWh of electricity, and preventing 36,000 lbs of CO₂ emissions.
Q: How does this packaging impact the customer experience?
It’s a big improvement. Instead of opening a box of individually wrapped bottles in plastic, clients receive neatly packed trays of bottles that are ready to distribute. It feels more premium, more intentional, and it aligns with what customers expect today—sustainability paired with smart design.
Q: How does this innovation reflect Fill it Forward’s mission?
Our mission is to inspire the world to reuse and reduce single-use waste while giving back to people and the planet. That extends beyond the products themselves because every part of the process matters. This packaging solution is a great example of how we can design with intention and make measurable impact at scale.
