Packaged in recycled aluminium cans Ellie Goulding’s seltzer brand ‘Served’ to premiere as world’s first with climate details

Served, a Herefordshire, England based seltzer brand, declared towards the end of last week that all its drinks would soon come with information about the emissions generated across the product's entire life cycle, from cultivation to distribution.

Ellie Goulding, the British singer and song-writer is the proud owner of Served which vows to this noble initiative of a carbonless world.  

Until now, CarbonCloud, a research-based food-tech startup with a disruptive web-based SaaS solution that enables detailed calculations of climate footprints of food products and production processes, was providing the company with a rapid diagnostic assessment to ensure, Served was leaving less carbon footprint as it was expanding product-wise.

Served also added, the life cycle evaluation exercise has revealed that the packaging of their drinks generates the most impact on the climate. For calculating indirect or Scope 3 emissions, the company claims to have partnered with sustainability certification, Planet Mark and plans on reducing the carbon footprint, by 5% each year by taking action on areas within its control.

Dean Ginsberg, the Co-founder of the company, said: “Carbon labelling would provide much needed environmental transparency to the drinks industry and would enable customers to make definitive decisions about the products they consume.”

"We hope this will help drive improvement across the food industry and encourage healthy competition to 'race to the bottom in terms of emissions.”

In fact, Ginsberg stressed, “Sourcing the right packaging was now an absolute priority for the company. We assess both the carbon footprint of packaging materials and their level of recyclability.”

"We use aluminium cans that are manufactured in the UK because they are produced using high levels of recycled aluminium and are infinitely recyclable themselves, which is vital to create a circular economy."

27,000 hectares of native forest that had previously been designated for deforestation is now preserved under a project managed by Amazon REDD in Brazil, which is often supported by the Company’s treasury, similarly, to other offsetting projects certified by the Gold Standard certification body is being protected by Served.

Ginsberg added, "Our offsetting programme ensures that we offset more than we emit, making SERVED a carbon negative business and the world's first carbon-negative hard seltzer.”

"We are extremely proud to have offset more than 50 tonnes CO2e and planted over 1,600 trees in the last 12-months, which is significantly greater than our business carbon footprint of 1.18 tC02e."