Lo Bros teams up with Ritchies and Drakes to tackle ocean waste problem

Didi Lo, Founder of Lo Bros

Renowned drinks industry challenger Lo Bros has launched a new impact-led brand, Not Soda, with a mission to clean up our oceans. Retailers Ritchies and Drakes are the first to get behind the effort, with a goal to clean up two million plastic bottles from our oceans by 2025. Lo Bros’ Not Soda will feature heavily in up to 130 of the two retailers’ stores across the country, spearheading a new wave of planet-consciousness that consumers can get behind.

How is Lo Bros upping the fight against ocean waste?

For every can of Lo Bros Not Soda sold, Lo Bros will fund the removal of the equivalent weight of 2 plastic soft drink bottles from marine environments through their partnership with Seven Clean Seas – starting with Batam Island in Indonesia. Australian entrepreneur and Lo Bros Founder, Didi Lo – a well regarded changemaker who has been championing ‘doin’ good’ for close to two decades – is on a mission to disrupt the drinks industry with this initiative.

Every year, up to 34 billion plastic bottles enter the oceans. In Australia, 75% of all beverage aluminium (ie. cans) are collected for recycling. Unlike plastic which can only be recycled 1-3 times before degrading and sent to landfill, aluminium is infinitely recyclable.

The Power And The Passion Report revealed that the hot button topics of most concern to Australian consumers are our oceans, climate change, and plastic waste. And, the onus is on businesses to tackle these issues. In the lead up to the season of excess, Australians can take meaningful action by purchasing products that make them feel good.

Commenting on the initiative, Didi Lo said, “We are very proud to announce the launch of Lo Bros Not Soda. Lo Bros Not Soda is not soda like you know it. It tastes like the best sodas you’ve tasted, while being Zero Sugar. But most importantly of all, every can of Not Soda directly addresses the environmental crises being created by the soda industry.”

What is Ritchies, Drakes and Seven Clean Seas take?

Commenting on the product, Michael Connolly, General Manager Merchandise and Marketing at Drakes, said, “As leaders in the retail industry, we have a responsibility to be a part of the change for good, and this is a soda our consumers can feel good about. It’s not only zero sugar, but it contributes to saving our seas when climate change is a global emergency.”

Commenting on the product and initiative, Fred Harrison, Chief Executive Officer at Richies, said, “Connection to our community has always been front and centre for us. We know this mission is something our customers will be excited to get behind, as are we.”

Commenting on the initiative, Seven Clean Seas, Co-founder, Tom Peacock-Nazil, says “Partnering with Lo Bros Not Soda will generate tons of positive environmental and social impact whilst giving the existing soda market the disruptive shove it needs in the right direction. Not only is the product designed for recyclability and true circularity given today’s infrastructure, but some of its profit is allocated to cleaning plastic pollution from our oceans.”

Lo Bros Not Soda is a refreshing, fizzy soda with a mission to free our oceans from plastic. It is available in four crowd favourite flavours: Raspberry, Lemon, Orange, and Pink Grapefruit. All are zero sugar and naturally sweetened. Available in Ritchies, Drakes and Independent supermarkets across Australia. For more about Lo Bros Not Soda visit the website.