The 100-Year Quest to Make a Paper Bottle

> Despite the uncertainties, consumer-products companies are plowing ahead. Their holy grail is a paper bottle that is easy to recycle, avoids fossil fuel-based plastic and—ultimately—boosts sales.

Danish brewer Carlsberg says its research suggests paper bottles could attract more female drinkers, and find a home in upscale establishments. Pepsi says paper could better communicate the natural ingredients in its smoothies and juices. L’Oréal thinks the ability to emboss paper could help its hand creams stand out on shelves.

The conclusion I came away with is that this is largely a marketing exercise. Although they may be able to eventually come up with a suitable product, it seems at least as likely that this will end up being a very costly virtue signal. I'll pass.

Aren't there compostable milk cartons with cornstarch linings or something?

Have they tried glass?