Stores in Brighton selected to trial Coca-Cola's 'label-less' packaging
Coca-Cola is removing the plastic labels from two fizzy drinks to make recycling the bottles easier
Two Tesco Express stores in Brighton and Hove are among the selected locations to trial the sale of Coca-Cola’s temporary “label-less” packaging.
The trial involves temporarily removing labels from single 500ml Sprite and Sprite Zero bottles, replacing them with an embossed logo on the front and laser-engraved product and nutritional information on the back.
The initiative aims to simplify the recycling process, eliminating the need to separate labels from bottles during recycling and reducing overall packaging material.
Shoppers are being invited to try out the new limited design, which will be sold at Brighton Jubilee Street Express and the Hove Western Road Express between January and March.
While existing labels are fully recyclable, this innovative approach aligns with Coca-Cola's commitment to reducing packaging waste.
The clear, 100% recycled PET bottles maintain the iconic green and transparent caps that distinguish Sprite and Sprite Zero.
This initiative builds on previous sustainability efforts, such as transitioning Sprite bottles from green to clear plastic for easier recycling.
Dusan Stojankic, VP Franchise Operations, GB&I at Coca-Cola Great Britain commented: “We want to help create a future where plastic drink packaging will always have more than one life.
"Labels contain valuable information for consumers, but with the help of technology we can now trial other ways to share this information while reducing the amount of packaging we use. Going label-less might seem like a small step, but it is one of several ways we are exploring making recycling easier, minimising waste, and minimising the impact of our packaging on the environment.”
Javier Meza, VP Marketing, Coca-Cola Europe reflected: “The trial we are announcing today is a milestone for the industry. It’s the first time these two technologies have been used in a pilot globally, where a Coca-Cola product will appear in a label-less, single-unit bottle sold in-store. Although the design change may sound simple, this is a big shift from a marketing perspective. This trial could contribute to longer-term changes to the way brands communicate with their consumers.”
James Bull, Head of Packaging at Tesco added: “We want to help our customers minimise the environmental impact of the products they buy, including removing plastic and packaging when possible. This trial of label-less packaging by Sprite is a great example of how brands are innovating to provide those solutions.”
Allison Ogden-Newton, Chief Executive of Keep Britain Tidy said: “It’s clear that, as a society, we need to reduce, reuse and recycle more, and waste less. Everyone, including businesses, need to be part of the solution. We welcome this exciting and innovative trial.”
Six additional stores across Bristol, London and Manchester will also participate in the trial.