Coca-Cola has announced the launch of a limited trial for “label-less” packaging on Sprite and Sprite Zero bottles. In this innovative pilot, labels will be replaced with an embossed logo on the front of the pack, while product and nutritional information will be laser-engraved on the back of the pack. The goal of this initiative is to simplify the recycling process, even though existing labels are fully recyclable.
Tesco’s head of packaging and food waste strategy, James Bull, commended this trial, stating, “This trial of label-less packaging by Sprite is a great example of how brands are innovating to provide those solutions.” Keep Britain Tidy’s chief executive, Allison Ogden-Newton, also expressed her support, saying, “We welcome this exciting and innovative trial.”
The “label-less” packaging aims to eliminate the need to separate labels from bottles during the recycling process and reduce overall packaging material. The clear, 100% recycled PET bottles with green and transparent caps indicating Sprite or Sprite Zero will be available at selected Tesco Express Stores between January and March 2024.
Coca-Cola Europacific Partners (CCEP) General Manager, Stephen Moorhouse, highlighted the significance of this trial, stating, “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 reducing the impact of our packaging on the environment.”
Meanwhile, VP Marketing of Coca-Cola Europe, Javier Meza, emphasized the marketing implications of this trial, saying, “This trial could contribute to longer-term changes to the way brands communicate with their consumers.”
It is evident that Coca-Cola’s innovative trial of label-less packaging aligns with the increasing efforts towards food and drink sustainability, sustainable packaging, food and drink marketing, and food and drink consumer trends. The industry is taking a step toward incorporating technology to provide consumers with essential information while reducing packaging material. This move is essential in addressing the pressing need to minimize waste and the environmental impact of packaging.
