Coca-Cola Enterprises (CCE) says it is adopting the British Retail Consortium's (BRC's) on-pack recycling label to provide consumers with information on what packaging materials local authorities collect for recycling.
The BRC said the move would give an "enormous boost" to efforts to reduce the proportion of plastic drinks bottles ending up in landfill, since - although more than 90% of UK councils now undertake curbside collections of plastic bottles - only around half are recycled.
The relevant on-pack recycling (OPRL) logo – 'plastic, widely recycled' – will initially appear on 500ml bottles of Coca-Cola, Coke Zero and Diet Coke sold in Great Britain, but will be rolled-out over time to other CCE products and packs.
PepsiCo International already participates in the scheme (our image shows the back of a Pepsi MAX PET bottle) as do the likes of AB InBev, Heineken and Cott Beverages.
BRC director of Food and Sustainability, Andrew Opie, said around 150 firms had committed to using the logo, and added: “Just five out of every 10 plastic bottles sold in the UK is recycled and we would like to see much more. Coca-Cola’s adoption of our recycling logo means thousands more people will be reminded every day how easy it is to stop plastic bottles ending up in landfill.”
Patrick McGuirk, CCE recycling director, said the firm wished to set an industry standard for sustainable packaging.
He said: “Our bottles and cans are easily recycled and our research shows consumers will recycle more if they know what can be recycled. We have had a recycling logo on our packs for many years but the inclusion of OPRL information makes it easier for consumers to recycle their bottles through kerbside collection schemes.
"Our message is simple: recycle your bottle at home and it can be back on the shelf within six weeks.”