Later this year, Coca-Cola’s plant-based drink, AdeZ, will be given to 2,000 people in Hungary in the paper bottle as part of consumer testing.
Coca-Cola has been the top plastic polluter for three years in a row. The beverage bottles were the most discarded waste found as per the Break Free From Plastic (BFFP) audit. Plastic waste is one of the biggest problems faced in terms of environmental conservation and now, Coca-Cola is finally taking steps to make amends. For this, the company has now come up with a sustainable alternative and developed a paper bottle prototype. It is entering the consumer testing phase soon. This part is vital, to see how the consumers react to the new packaging which will determine its future course of action.
This summer, 2,000 people in Hungary will receive Coca-Cola’s plant-based drink, AdeZ, in the paper bottle. In a statement, the company announced that it is working with the Danish startup, The Paper Bottle Company (Paboco) who, along with the scientists at Coca‑Cola’s Brussels Research and Development laboratories, have come up with the paper bottle design. The company's vision is to make bottles and cans that are 100 percent recyclable and generates zero waste by 2030. This is Coca-Cola's World Without Waste goal. And with this paper bottle prototype, they are one step closer to this goal.
True to our #WorldWithoutWaste vision, we are bringing our #PaperBottle prototype to consumer trial in Hungary with our plant-based #Adez drink in the innovative packaging created with #Paboco.— Coca-Cola EU Dialogue (@CocaCola_EU) February 11, 2021
Learn More 👉 https://t.co/PEbdCGZzvy @EU_ENV #EUGreenDeal #AdeZPaperBottle pic.twitter.com/VUSnfH9wWp
For those who have used paper straws, the problem of the straw disintegrating in the drink has been a major problem. This was something we did not face with plastic straws. Similarly, this was the case made for plastic bottles as well. But Paboco has designed the bottle in such a way that there is still a thin layer of plastic that will separate the drink from the bottle, as per My Modern Met. But Michael Michelsen, business development manager at Paboco explained, "It's going to be a bio-based barrier, that's really something minimal, that keeps the food safe, that keeps the product safe at the same time."
Coca-Cola introduced first paper bottle prototype pic.twitter.com/93gQqUNk8f— RΛMIN NΛSIBOV (@RaminNasibov) February 23, 2021
But the ultimate goal is to be able to one day produce a sustainable bottle that will not require plastic lining. The cap of the bottle is also plastic currently. Daniela Zahariea, Director of Technical Supply Chain & Innovation for Coca‑Cola Europe said, “The trial we are announcing today is a milestone for us in our quest to develop a paper bottle. People expect Coca‑Cola to develop and bring to market new, innovative and sustainable types of packaging. That’s why we are partnering with experts like Paboco, experimenting openly and conducting this first-in-market trial. It’s part of delivering on our World Without Waste goals.”
Stijn Franssen, Coca‑Cola’s EMEA R&D Packaging Innovation Manager, is leading the project. He emphasized that the new technology is still in development. In the statement, he said, “This is new technology and we are moving in uncharted territory. We have to invent the technical solutions as we go along. We will continue to invest in innovating and exploring new packaging technologies in cooperation with our partners at Paboco." He added, "This launch shows that we’re making good progress despite the journey ahead of us. It also shows Coca‑Cola’s determination to drive this sort of packaging innovation forwards by exploring and working together.”
Coca-Cola has just unveiled their new sustainable paper bottles designed in partnership with Danish company Paboco. https://t.co/dR1JZPtQUc— My Modern Met (@mymodernmet) February 22, 2021
After the trial run, the team will then reflect on how the consumers react to the new design. “Topics like when and where it could be sold and how it can be recycled are all considered. This is all part of our journey to find the most sustainable packaging solutions for people to enjoy our drinks in a way that is right for them, and that is right for our planet,” Franssen stated.