Coca-Cola European Partners launched a new sustainable packaging strategy and also implements a consumer campaign to convey the importance of recycling, and champion reform of the packaging recycling system in Great Britain. Coca-Cola’s ambitious goal is to retrieve all of its packaging so that more is recycled and none will end up as waste. Especially in Great Britain, Coca-Cola seeks to work together with national and local partners, since only 70% of cans and 57% of plasticx bottles are recycled each year in Britain.
To fulfill its goals, the new strategy is focused on three key areas:
- Continuing to innovate to ensure its packaging is as sustainable as possible
- Investing in consumer communication to promote recycling and encourage behavior change
- Championing reform of the U.K. recycling system to ensure more packaging is recovered and recycled
Through these three key strategic areas, sustainable recycling is tackled in the manufacturing process, as awareness building in society and as legal framework in the recycling businesses.
Greener PackageWhy not share this article?
