Coca-Cola has announced it is temporarily removing all labels from Sprite and Sprite Zero on-the-go bottles in a limited trial of “label-less” packaging.
The pilot will see labels replaced with an embossed logo on the front of the pack, with laser-engraved product and nutritional information will appear on the back of pack.
The soft drinks giant said that although existing labels are fully recyclable, removing them simplifies the recycling process.
James Bull, head of packaging and food waste strategy at Tesco, said: “This trial of label-less packaging by Sprite is a great example of how brands are innovating to provide those solutions.”
Allison Ogden-Newton, chief executive of Keep Britain Tidy, added: “It’s clear that, as a society, we need to reduce, reuse and recycle more, and waste less. Everyone, including businesses, need to be part of the solution. We welcome this exciting and innovative trial.”
It removes the need to separate them from the bottles during the recycling process, and reduces the amount of packaging material used overall; industry analysts question to what degree any brand’s ‘fully recyclable’ claim materialises into recycled packaging.
The clear, 100% recycled PET bottles (less the caps) feature green and transparent attached caps identifying them as Sprite or Sprite Zero respectively, and are available at eight Tesco Express Stores in Brighton and Hove, Bristol, London and Manchester between January and March 2024.
Stephen Moorhouse, GB general manager at Coca-Cola Europacific Partners (CCEP), said: “Labels contain valuable information for consumers, but with the help of technology we can now trial other ways to share this information while reducing the amount of packaging we use. Going label-less might seem like a small step, but it is one of several ways we are exploring making recycling easier, minimising waste, and minimising the impact of our packaging on the environment.”
Javier Meza, VP marketing, Coca-Cola Europe, added: “The trial we are announcing today is a milestone for the industry. It’s the first time these two technologies have been used in a pilot globally, where a Coca-Cola product will appear in a label-less, single-unit bottle sold in-store. Although the design change may sound simple, this is a big shift from a marketing perspective. This trial could contribute to longer-term changes to the way brands communicate with their consumers.”
