When Pura was founded in 2008, they wanted to cut down on waste caused by baby bottles being thrown out as a child grew up. To do this, they created a modular design, where only one part needed to be swapped to change the functionality of the bottle.
Initially, they found it difficult. People were not ready and hadn't fully grasped the idea of zero-waste.
These days, Pura has won 37 awards and has 23 issued patents. They are truly a force to be reckoned with in the reusable-bottle world.