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From crop to can: How TENZING became the world’s first carbon negative soft drink

6th April 2021

From crop to can: How TENZING became the world’s first carbon negative soft drink

In April 2021, challenger brand TENZING is rolling out carbon footprint labelling across its range. Using this information, the company has worked out how to offset more carbon that it emits. 

In an effort to increase environmental transparency and mitigate carbon emissions, a small number of food and drink brands are incorporating carbon footprint labelling on pack. 

Carbon labelling responds to consumer demand to buy more sustainable food without an environmental impact. To inform the consumer, this needs to be conveyed on pak. 


Food Labelling Services comments:

Environmental claims should be clear and fully substantiated. If unqualified, claims could mislead the consumer if they omit significant information. All stages of the life cycles of the product should be considered from the production of the agricultural inputs, through agriculture, production of non-agricultural ingredients, transport, processing, packaging, storage, distribution both at the manufacture and retail level until the product reaches the retail shelf.

With the increasing importance of sustainability to consumers, regulators are taking action against businesses that make misleading environmental claims when marketing their products. According to a joint study by IBM and the National Retail Federation, 57% of all consumers are willing to change their purchasing habits to reduce their negative environmental impact. There is a financial incentive for businesses to market products as environmentally friendly, and it is important that they do not take advantage of this by making fraudulent or misleading claims.

Environmental claims in advertising are the subject of regulation by both the Competitions and Markets Authority ("CMA"), and the Advertising Standards Authority ("ASA").

In the EU, there are plans to introduce a mandatory labelling scheme by the end of 2022, and carbon labelling could be included in this scheme. It could also be included in the Front of Pack labelling. 

There is guidance on UK environmental claims here: https://www.gov.uk/government/publications/make-a-green-claim/make-an-environmental-claim-for-your-product-service-or-organisation

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