Coca-Cola European Partners has unveiled its new GB sustainable packaging strategy – setting out an ambition for its GB business unit to work with local and national partners to recover all its packaging so that more is recycled and none ends up as litter.
At present, only 70% of the cans and 57% of the plastic bottles used each year are recycled, CCEP believes these figures should be higher. Through its new GB sustainable packaging strategy, the company sets out the key actions it will take, and the areas where it will look to work with others, to improve the recovery and recycling of drinks packaging, and to reduce littering in Great Britain.
The new strategy is focused on three key areas:
1. Continuing to innovate to ensure its packaging is as sustainable as possible CCEP has built a strong track record of lightweighting, ensuring all its cans and bottles are 100% recyclable, and using recycled materials. It now wants to build on its work, with plans to double the amount of recycled plastic in every one of its PET bottles over the next three years.
2. Investing in consumer communication to promote recycling and encourage behaviour change As part of the new strategy, Coca-Cola will use the power of its brands to inspire more consumers to recycle. The company will launch a multi-million pound communications campaign designed to inspire more people to recycle.
3. Championing reform of the UK recycling system to ensure more packaging is recovered and recycled The company will continue to work in partnership with others – including the Governments of Great Britain – to improve the current packaging recycling system. To support the growth of the circular economy in Great Britain, the company will champion welldesigned new interventions that have the potential to increase packaging collection and recycling rates.