The Beijing Olympic Games are in full swing and popular swimwear maker Speedo has launched a new range of eco-friendly packaging for its goggles and headwear collection.

Speedo makes swimwear and related products for the worlds best swimmers as well as consumers worldwide.  Top swimmers like Michael Phelps have been prominently featured wearing Speedo products during the Olympic Games all last week.

With all the attention on swimming over the last few months, the timing is great for Speedo introduction of newly designed more eco-friendly packaging.  The company first announced the new packaging last month and it is now just beginning to become available.

Speedo's new packaging, which also includes improved product explanation and visibility and better product segmentation, uses recyclable cardboard sourced from Forest Stewardship Council (FSC) certified well-managed forests.

The environmentally-friendly advances in Speedo packaging continue on to the goggles and headwear themselves; all products are 100% PVC free.

All goggle packaging is made from recyclable materials, with reusable goggle pouches partially constructed from swimsuit fabric cut offs.

According to Speedo, they have cut 118 tons of PVC and 316 tons of plastic from the creation of  their equipment packaging.

Speedo is the only swim product manufacturer to cease use of plastic in its packaging construction.

Adding to the eco-credibility of the products and packaging, visibility, product access and retailer merchandising flexibility was integral in Speedo’s redesign process.

All products were broken down into color-coded segments for easy retailer display and the new packaging includes a hi-resolution product image on front of pack. This ensures the packaging remains neat and tidy in-store, should the customer remove the goggle to try it on.

London-based branding and packaging design firm R Design created Speedo's new eco-friendly packaging.

The new packaging is available exclusively at John Lewis stores in the UK beginning this month and by 2009 should be available at other retailers.