The beverage industry has the potential to negatively impact the environment, contributing to plastic pollution and greenhouse gas emissions.
But manufacturers are trying to do their bit to mitigate their impact. For example, DS Smith, Krones and Coca-Cola HBC are working together to create a recyclable packaging solution to reduce single use plastics in drinks packaging.
The recyclable Lift Up handle
DS Smith has designed the Lift Up, which is a corrugated cardboard handle for 1.5-litre bottles of soft drinks.
It is designed to be a fully recyclable and fibre-based alternative to traditional plastic shrink wrap for bottle multipacks that optimises the amount of material used and reduces its impact on the environment.
It also provides brands with increased product visibility, with a paper label around the bottles which offers a 360° branding opportunity.
Lift Up brings benefits to consumers as well as companies, offering an ergonomic handle which is designed with comfort in mind.
The design was tested and developed alongside DS Smith’s mechanisation partner Krones, a packaging machine manufacturer which produces paper-based packaging alongside other packing materials suppliers.
According to Krones, its manufacturing method has the potential to reduce overall energy consumption by 58% during the production process of the packaging.
Partnership with Coca-Cola HBC
Coca-Cola HBC has partnered with DS Smith to replace its plastic shrink wrap packaging with Lift Up cardboard handles.
The companies launched a trial of the new packaging in Austria, which was delivered to supermarkets across the country in 2023.
Coca-Cola HBC and DS Smith share a goal and ideas for packaging solutions designed to be 100% recyclable and to use the least amount of material needed.
This has an impact on both companies’ emissions, resulting in a reduction in the carbon footprint for the packaging and manufacturing supply chains.
The switch to recyclable packaging can help Coca-Cola HBC save approximately 200 tonnes of plastic every year.
Stefano Rossi, CEO of Packaging Solutions Division at DS Smith, says: “We are proud to partner on this innovative packaging solution, driving out unnecessary waste and single use plastic.
“Collaboration with our partners Coca-Cola HBC and Krones is key to reducing single use plastics and delivering innovative changes at scale.
“We hold sustainable design at the heart of what we do as a company, and this is a shining example of the opportunity for innovation in packaging to lead the way to a more sustainable future for manufacturers, retailers and consumers.”
About Coca-Cola HBC
Coca-Cola HBC is responsible for the bottling and distribution of Coca-Cola products in 28 markets across Europe and Africa.
Its Mission 2025 commitments set measurable targets on business areas including climate, packaging and water.
Its aim is to achieve net zero emissions by 2040 and have a net positive impact on biodiversity in critical areas of its value chain by 2040.
Ahead of 2025, Coca-Cola HBC already reached nine out of its 18 targets for the year, including decreasing its direct carbon emissions by 58% compared with its 2017 base year and making 100% of its primary packaging recyclable.
Coca-Cola HBC’s partnership with DS Smith helps it achieve its sustainability goals and lowers its carbon footprint across its entire value chain.
This contributes to its dedication to circularity, as the cardboard Lift Up packaging is 100% recyclable and can be reproduced into new products.
Marcel Martin, Chief Corporate Affairs and Sustainability Officer for Coca-Cola HBC, says: “This is the first ever packaging solution of its kind for 1.5 litre multipacks of Coca-Cola, Fanta and Sprite.
“It’s the result of our entrepreneurial mindset, an absolute belief in collaborating with trusted partners and our focus on reaching net zero emissions by 2040.
“We’ll continue to innovate, collaborate and invest so we can continue to deliver our drinks in sustainable ways.”