Carlsberg has initiated a three-year project with packaging company ecoXpac, with the collaboration of Innovation Fund Denmark and the Technical University of Denmark, to develop a biodegradable and bio-based bottle made from sustainably sourced wood-fibre, to be known as the "Green Fibre Bottle". All materials used in the bottle, including the cap, will be developed using biobased and biodegradable materials – primarily, sustainably sourced wood fibres –allowing the bottle to be responsibly degraded. "At Carlsberg we are firm believers in the importance of a circular economy in ensuring sustainable future growth and development on our planet, and today's announcement is excellent news," said Andraea Dawson-Shepherd, senior vice president for corporate affairs. "If the project comes to fruition, as we think it will, it will mark a sea-change in our options for packaging liquids, and will be another important step on our journey towards a circular, zero-waste economy."