Coca-Cola is set to roll out a new range of plastic bottles made entirely from recycled plastic (PET) in Sweden.
Coca-Cola Sweden’s new labels will be introduced across the Coca-Cola, Fanta, Sprite and Bonaqua brands and represent a “radical departure” from its standard international label design, it says.
The move marks the kick-off of a broad sustainability initiative to encourage consumers to recycle, supporting its efforts to create a circular economy for its plastic packaging.
From 2020, Coca-Cola will make all of its locally-produced bottles in Sweden from 100% recycled plastic, making it the first country in the world for Coca-Cola brands to do so.
The ambition of the initiative is to increase the level of recycled bottles still further towards our goal of 100% by 2025
The labels on the PET-bottles of Coca-Cola, Fanta, Sprite and Bonaqua will become white, transformed from their signature colours to more clearly communicate the message “Recycle me again. I am made of 100% recycled plastic. Made in Sweden“ (Panta mig igen. Jag är gjord av 100% återvunnen plast. Tillverkad i Sverige).
The 100% recycled plastic excludes label and closure.
The messages
Recycle me again/Panta mig igen – is a “constructive” way to call to action, Coca-Cola says. It says Sweden has “a good track record” at recycling, but can improve. It says it is “essential” that consumers continue to be encouraged to recycle in order to increase the supply of recycled plastic feed stock and minimize waste. Coca-Cola in Sweden has a long-term commitment to increase recycling; in order to create a circular economy for packaging, it says it is “essential” that all packaging is returned to close the loop of the system.
I am made of 100% recycled plastics/Jag är gjord av 100% återvunnen plast– Coca-COla says it wants to “communicate and make it visible” that its bottles are made of 100% recycled plastic.
Made in Sweden/Tillverkad i Sverige – With the message “Made in” Coca Cola says it wants to “communicate that not only is the beverage bottled in Jordbro, the actual PET-bottle is also made there too”.
Barbara Tönz, general manager at Coca-Cola AB, said: ”The transition to 100% recycled plastics in Sweden affects 205 million bottles per year and is a significant landmark for our business.
As a company, we are clear about our responsibility to see that none of our packaging ends up as waste or in the environment, and we need the support of consumers to achieve this
“We are delighted to bring these new bottles, which use no new ‘virgin’ oil-based plastic, on to the market. Of course, we also want to ensure that we get each of these bottles back to recycle them again, so that no material is ending up as litter or waste.
“That’s why I feel proud that we are launching the bottles with labels that mark such a distinctive departure from their usual look, using the power and reach of our brands to promote this important message.
“As a company, we are clear about our responsibility to see that none of our packaging ends up as waste or in the environment, and we need the support of consumers to achieve this.
“We are committed to making a positive contribution to the communities where we operate and to promoting a circular economy for plastic. When we engage with consumers on the issues that matter, we can really make a difference together.“
Sofie Morsink Eliasson, general manager at Coca-Cola European Partners Sweden, said: ”It takes collaboration to achieve a circular economy for packaging. We have a great deposit system in Sweden – where the majority of the bottles are collected – and today, 85% of all PET bottles are deposited and recycled.
“The ambition of the initiative is to increase the level of recycled bottles still further towards our goal of 100% by 2025. I am grateful to everyone involved for their commitment to helping increase of the collection rate in Sweden still further.”
