In its inaugural trial in the UK, Coca-Cola is set to temporarily eliminate labels from Sprite and Sprite Zero on-the-go bottles starting this January. The trial aims to test the feasibility of “label-less” packaging, with labels being replaced by an embossed logo on the front of the single 500ml bottles. Laser-engraved product and nutritional information will be featured on the back of the pack during this limited pilot.
The initiative is driven by a desire to simplify the recycling process by removing labels. Although the existing labels are fully recyclable, the removal streamlines recycling, eliminating the need to separate labels from the bottles. This approach contributes to the reduction of packaging material usage overall.
Shoppers are encouraged to experience the new limited design, available at eight Tesco Express Stores in Brighton and Hove, Bristol, London, and Manchester from January to March 2024. The clear, 100% recycled PET bottles maintain the characteristic green and transparent attached caps, designating them as Sprite or Sprite Zero.
Coca-Cola has undertaken various design changes in recent years to mitigate packaging waste. These include transitioning Sprite bottles from green to clear plastic for improved recyclability, introducing attached caps to reduce littering, and investing in lightweight bottle designs and decreased external packaging materials.
Dusan Stojankic, VP Franchise Operations, GB&I at Coca-Cola Great Britain, stated, “Going label-less might seem like a small step, but it is one of several ways we are exploring making recycling easier, minimizing waste, and minimizing the impact of our packaging on the environment.”
Javier Meza, VP Marketing, Coca-Cola Europe, called the trial a milestone for the industry, emphasizing the potential for long-term changes in how brands communicate with consumers.
James Bull, Head of Packaging and Food Waste Strategy at Tesco, noted, “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, welcomed the trial as an exciting and innovative step toward waste reduction.