Oliveira da Serra, a leading Portuguese olive oil brand, has just taken a bold step towards sustainability with the launch of its latest packaging innovation: a bottle made from 75% recycled plastic and 100% recyclable material. This move is not just a design overhaul—it represents a significant shift in the food packaging industry, especially in the premium olive oil segment.

The newly unveiled packaging aims to address two critical demands from consumers: environmental responsibility and functionality. By integrating recycled plastic, Oliveira da Serra reduces its dependence on virgin materials, contributing to a smaller environmental footprint. Additionally, the ergonomic design of the bottle ensures easier handling, a feature that appeals to both home cooks and professional chefs.

This eco-conscious bottle was introduced under the “Clássico” product line, one of the brand's flagship oils. According to the company, the packaging innovation is expected to reduce carbon emissions by 210 tonnes annually, a noteworthy figure in the ongoing effort to decarbonize the supply chain. The switch also aligns with Oliveira da Serra’s commitment to achieving full circularity in its packaging strategy by 2030.

Beyond the environmental impact, the new bottle retains its visual appeal, staying true to the brand’s identity. It features an elegant green hue—a nod to the traditional olive oil bottle aesthetic—while clearly stating its sustainable credentials. The packaging also includes a QR code that invites consumers to learn more about the sustainability efforts behind the product, creating a direct engagement channel that many eco-conscious buyers now demand.

In recent years, the packaging industry has seen increased pressure to innovate towards circular economy models. The food and beverage sector, in particular, has responded by replacing non-recyclable plastics with materials that offer both durability and recyclability. Oliveira da Serra’s decision positions the brand at the forefront of this green shift.

Moreover, this development reflects broader trends in the European market, where legislation and consumer expectations increasingly require brands to take environmental responsibility seriously. By proactively launching a more sustainable package, Oliveira da Serra not only strengthens its brand but also sets a benchmark for other players in the market.

“It’s a bottle with purpose,” said a company representative. “We’re committed to preserving what matters, from the land that grows our olives to the packaging that brings our oil to homes across Portugal and beyond.”

As more companies look to align with ESG goals, packaging innovation like this signals a growing understanding that sustainability can drive brand value, not hinder it. Oliveira da Serra's initiative is a tangible example of how brands can embrace change while staying authentic and competitive.

With this move, Oliveira da Serra not only redefines its own standards but also raises the bar across the industry. The bottle may be new, but the message is clear: packaging matters.