Replacing plastic bottles, which have become part of everyday life, is a tall order but this Danish company is making significant strides in the right direction. In just two generations of its paper bottle, it has moved from a separable plastic barrier to an integrated one, which can go straight in the paper recycling. It is not quite plastic-free yet, or scalable. As we all know, being able to produce trillions of fibre bottles at speed is the only way this solution is going to help the plastic crisis. We applaud the commitment but cannot wait to see the next iteration and hope it is truly nothing but toxic-free fibre.