The Challenge was started out by Danish innovation corporation EcoXpac in 2010, Together with the Carlsberg Group signing up for in 2015 to initiate the “The environmentally friendly fibre bottle”, a venture in which Carlsberg and EcoXpac had been collaborating on a first paper bottle prototype according to recycled fibres. https://topcartons.family.blog/2025/02/07/innovative-eco-friendly-packaging-solutions-for-a-sustainable-future/