The new hit of Coca-Cola makes its debut in Hungary
Hungarian consumers could try for the first time the innovative paper bottle prototype developed by Coca-Cola and the Danish Paboco startup last year. In the second quarter of the year, 2,000 domestic customers will be able to meet the new type of packaging solution.
During the first European market test, Coca-Cola’s plant-based beverage, AdeZ, will be presented in a new paper bottle and will reach consumers through a partnership with Kifli.hu, one of Hungary’s fastest-growing online food retailers.
According to Pénzcentrum, the paper bottle prototype developed in collaboration with scientists at Coca-Cola’s research and development laboratory in Brussels and the Danish Paper Bottle Company (Paboco) is part of the soft drink manufacturer’s “A World Without Waste” strategy. The commitments of the project include that by 2030, Coca-Cola will collect and recycle 100% of its packaging materials.
One of the goals of the “A World Without Waste” project is to develop innovative packaging solutions that enable a circular economy.
The technology developed by Paboco aims to create 100% recyclable bottles made from sustainably sourced wood with a bio-based liner suitable for storing liquids such as carbonated and non-carbonated beverages, beauty products, and other everyday consumer products. In the current prototype, in addition to the paper cover, the lining and cap are made of recyclable plastic.
The ultimate goal is to develop a bottle that does not contain plastic in its liner and that can be fully recyclable as paper.
As we wrote before, Coca-Cola already came up with several projects aiming for sustainability and environmentally-friendly packaging. The manufacture of lighter aluminium cans and the replacement of the shrink-wrap was one of the main projects of the company realised in Hungary, read more HERE.
“We see the consumer test announced today as a milestone in our efforts to develop paper bottles,” said Daniela Zahariea, Coca-Cola Europe’s Director of Technical Supply Chain and Innovation.
“Consumers of the AdeZ plant-based drink are particularly characterised by a strong focus on sustainability and an interest in developments and innovations in said area. That is why we think that given the brand’s messages and product, the AdeZ brand is a good choice to test the prototype and reception of our new paper bottle in a fierce market environment,” added Katalin Halász, the European Marketing Director responsible for Coca-Cola’s Nutrition category.
Read alsoCoca-Cola HBC brings the great taste of Costa Coffee to the Hungarian market
Source: Pénzcentrum.hu