FDBusiness.com

With Coca-Cola set to roll out its new range of plastic bottles made entirely from recycled plastic (PET) in Sweden, it is unveiling new labels on which the brands step aside to make way for a powerful recycling message. 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.

This 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 plastic1, making it the first country in the world for Coca-Cola brands to do so.

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 exclusive and distinctive label design is on all PET bottles in size 0.5 L and 1.5 L which are locally produced in Jordbro.

“The transition to 100% recycled plastics1 in Sweden affects 205 million bottles per year and is a significant landmark for our business. 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,” says Barbara Tönz, general manager at Coca-Cola AB.

She adds: “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.”

“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, says Sofie Morsink Eliasson, general manager at Coca-Cola European Partners Sweden. “I am grateful to everyone involved for their commitment to helping increase of the collection rate in Sweden still further.”