Lucozade Energy has implemented a significant change in its packaging strategy by introducing a half sleeve that covers only 50% of the bottle height. This innovative approach leads to a remarkable 60% reduction in sleeve weight, eliminating 956 tonnes of new plastic annually. Additionally, it substantially decreases water usage during production, aligning with the growing emphasis on food and drink sustainability.
This initiative necessitated the installation of advanced sleeving technology across three production lines at SBF GB&I’s factory in Coleford. By adopting sustainable packaging solutions, Lucozade Energy not only enhances its operational efficiency but also contributes to broader sustainability goals within the food and drink marketing sector.
The brand emphasizes that these changes significantly enhance the recyclability of Lucozade Energy bottles. By employing a reduced sleeve design, the bottles can be easily integrated into the clear plastics recycling stream. Consequently, this ensures efficient recovery and facilitates the creation of new bottles, thereby promoting the circular economy within food and drink packaging.
Karl Ottomar, supply chain director at SBF GB&I, noted: “As one of the biggest energy brands in the UK, producing over 3,000 bottles of Lucozade Energy per minute, this has been a complex and large-scale change for our factory. While reducing a drink’s sleeve size may sound simple, it has required a full redesign of the bottle and complete change in componentry on our production lines.”
Paul East, head of packaging recycling and design at RECOUP, endorsed the initiative, stating: “RECOUP are proud to have been part of the journey to redesign the Lucozade Energy bottle. This new design meets recyclability guidelines, meaning the bottles can be easily sorted at recycling centres and reduces the amount of overall plastic produced. The next step is to encourage more consumers to dispose of the bottles correctly, in the certainty that the bottle will be detected and recycled.”