Coca-Cola Innovates Sustainable Packaging with Label-Less Sprite Bottles in UK Pilot

Coca-Cola is embarking on a new sustainability initiative in the UK, introducing a label-less design for its Sprite and Sprite Zero 500ml rPET bottles. The company aims to streamline recycling efforts by replacing traditional labels with an embossed logo on the front and laser-engraved product information on the back. This groundbreaking trial will unfold across eight Tesco Express Stores in Brighton and Hove, Bristol, London, and Manchester from January to March.

Javier Meza, VP of marketing for Coca‑Cola Europe, views this trial as a significant milestone for the industry, blending technologies to create a sustainable, label-less, single-unit bottle available in-store. Meza emphasized the potential for long-term changes in how brands communicate with consumers through such innovative approaches.

Coca-Cola has a track record of adopting sustainable packaging measures, and this trial marks another step towards simplifying the recycling process. While existing bottle labels are fully recyclable, removing them entirely eliminates the need for separation during recycling and reduces overall packaging materials.

The company has previously taken steps to enhance recyclability, such as changing Sprite bottles from green to clear plastic and introducing caps attached to bottles to minimize littering. Dusan Stojankic, VP of franchise operations, GB&I at Coca‑Cola Great Britain, highlighted that although labels provide valuable consumer information, technology can offer alternative ways to share data while reducing packaging.

While seemingly a small step, going label-less is part of Coca-Cola’s broader strategy to facilitate recycling, minimize waste, and reduce the environmental impact of packaging. Stojankic envisions a future where plastic drink packaging consistently has more than one life.

Coca-Cola joins a growing list of Consumer Packaged Goods (CPG) companies prioritizing sustainable packaging. Gartner reports that 20% of organizations are focusing on reducing packaging carbon footprints between 2023 and 2026. This move aligns with broader industry trends where companies like Pernod Ricard’s Absolut Vodka, Nestle, and Kraft Heinz are exploring innovative, eco-friendly packaging solutions.