The challenge was started off by Danish innovation enterprise EcoXpac in 2010, Together with the Carlsberg Group becoming a member of in 2015 to initiate the “The inexperienced fibre bottle”, a venture in which Carlsberg and EcoXpac have been collaborating on a primary paper bottle prototype based on recycled fibres. https://waterinpaperbottle.car.blog/2025/02/26/gable-top-box-unveiling-gabletop-paks-sustainable-advantage/