Our packaging is really valuable to us - without it, people couldn’t enjoy our drinks. We have always been committed to reducing the environmental impact of our bottles and cans so instead of them ending up as litter, they can be recycled and reused again and again to make new packs.

That’s why for some time now all Coca-Cola European Partners packaging has been 100% recyclable. In theory, all of it should be recycled and none of it should become litter.

But we know that this isn’t happening and that’s why our ambition needs to reflect that. So the Coca-Cola system are focusing our actions on a new sustainable packaging strategy that will help us ensure that all of our bottles and cans are recovered and recycled and none of them end up where they shouldn’t be.

Read the blog post from Jon Woods, General Manager of Coca-Cola Great Britain.

Here’s how we’re going to achieve our ambition to recover all of our packaging:

1. Coca-Cola European Partners will continue innovating to make sure packaging is as sustainable as possible

CCEP are proud to say that all of its packaging, including the bottle caps and labels, is already 100% recyclable.

They plan to double the amount of recycled material in their plastic bottles from 25% to 50% by 2020.

They’re going to double the amount of recycled material in their plastic bottles from 25% to 50% by 2020. That’s across all twenty of the different brands and all of the products sold here in Great Britain. In reality that means one billion plastic bottles recycled and going on to help create new plastic bottles. CCEP are already the largest user of recycled plastic in the food and drink industry in Great Britain and this new commitment take them even further.

To help them achieve this they’re continuing to work with the world’s largest and most advanced plastic bottle reprocessing plant in Lincolnshire and they’ll be sourcing all of their recycled plastic from within Great Britain. This is a significant investment – recycled plastic costs more than creating new plastic – but they think it’s the right thing to do. They already use 10,000 tonnes of recycled plastic in their bottles every year in Great Britain as part of their partnership. This new commitment will see this figure doubled to 20,000 tonnes with their long-term goal to go even further than that as packaging recovery rates improve and reprocessing technology evolves.

Discover everything you need to know about the Coca-cola system's packaging

2. Coca-Cola Great Britain will use our brands to encourage people to recycle

As well as making our packaging as sustainable as possible, we’ll be using our advertising, our product and events we’re at to encourage people to recycle. 

We’re launching our biggest-ever advertising campaign focused on recycling reaching more than 35 million people.

In July 2017 we’re launching our biggest-ever advertising campaign about recycling, designed to inspire more people to regularly recycle. At the heart of this campaign is a brand-new advert called ‘Love Story’, which will premiere on TV and then go on to live onthe big screen and online. The advert tells the story of two love-struck bottles whose paths continue to cross as they meet again once recovered, recycled and reprocessed into brand new bottles

This campaign will reach over 35 million people in Great Britain by the end of 2017. We’re also going to encouraging six million people at sampling events across the country to recycle and we’re looking at new ways we can use our packs to display a recycling message.

3. We’ll champion new ways of recovering our packaging

Alongside promoting the recycling message, the Coca-Cola system are focusing on finding new ways to recover packaging, so that more can be recycled. If more can be recycled it means less will be litter and there will also be more recycled material available to buy to turn into new bottles.

We’ll trial an on-the-go recovery and reward scheme to see if incentives help more people to recycled.

To increase packaging recovery, CCEP are looking into how a well-designed deposit return scheme (DRS) could work in Great Britain. It however remains a Government decision if they want to explore such a system. So in addition to looking into how deposit schemes could work, the Coca-Cola system are going to be trialing an on-the-go recovery and reward scheme to look at the type of incentives which might encourage people to recycle.

And that’s not all. As part of our overall plan, the Coca-Cola system will be working with a number of different partners, including Wrap, Keep Britain Tidy, as well as our customers and the Government to continue looking into making it easier to for packaging to be recovered and recycled. We’ll also continue to encourage Government reform of the current producer responsibility system here in Great Britain.

Read the full the Coca-Cola system sustainable packaging strategy.

There is no single quick-fix solution when it comes to increasing recovery and recycling rates and reducing litter. It is clear that it needs governments, businesses, NGOs and individuals to work together and take action in a number of areas. Our strategy outlines the three areas where we believe we can make the biggest difference - we don’t have all the answers but we believe these actions can help make a lasting impact.

To stay up-to-date with all our sustainable packaging announcements, please follow www.coca-cola.co.uk/packaging and subscribe to our newsletter.