The challenge was started off by Danish innovation corporation EcoXpac in 2010, Using the Carlsberg Group becoming a member of in 2015 to initiate the “The environmentally friendly fibre bottle”, a task in which Carlsberg and EcoXpac have been collaborating on a first paper bottle prototype depending on recycled fibres. https://www.slideshare.net/slideshow/gable-top-box-unveiling-gabletop-pak-s-sustainable-advantage/276037262