Coca-Cola European Partners (CCEP) has unveiled its new sustainable packaging strategy for Great Britain, with an aim to increase the amount of its packaging that is recycled.
The company says that only 70% of its cans and 57% of its plastic bottles are currently recycled by consumers, and it hopes that its new strategy will improve the recovery and recycling of drinks packaging and reduce litter in Great Britain.
“We have long been committed to reducing the environmental impact of our packaging," said Leendert den Hollander, vice-president and general manager at CCEP Great Britain.
"We have ensured that all our bottles and cans are 100% recyclable, we have reduced the weight of our packs as much as possible, and have a long-standing commitment to use locally sourced PET and other recycled materials in our packaging," den Hollander said.
New Strategy
CCEP aims to double the amount of recycled plastic in every one of its PET bottles for the next three years, increasing the average from 25% to 50% by 2020.
It will be launching a new advertising campaign across all digital channels to promote this change, and putting a new recycling message on its bottles. It will also be promoting recycling at festivals and events across the country.
The company will continue to work with a number of partners, including the government, to improve the current packaging-recycling system. It will be supporting interventions such as stronger recycling targets, deposit-return schemes, and extended producer responsibility.
Future Plans
CCEP will also be supporting voluntary and economic incentives to reduce litter, trialling a new recycling-reward scheme later this year.
“Our desire to double the amount of recycled material we use in our plastic bottles sends a clear signal that we want to play a positive role in supporting the circular economy here in Great Britain," added den Hollander.
"Our ambition – and our ability to go further in the future – will require reform of the packaging collection system in Great Britain, and we will work with others to champion the changes that are required to ensure all our valuable materials are recovered.”
© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Sarah Harford. Click subscribe to sign up to ESM: The European Supermarket Magazine.
