A brand new twist bottle format has been revealed by Coca Cola European Partners (CCEP) for its Abbey Well Spring Water, in an attempt to encourage customers to recycle the products more due to the environmentally friendly nature of the bottle.
The bottles have been designed by UK packaging company Kinneir Dufort, who have ensured they are 100% recyclable thanks to a £14 million investment at the Northumberland bottling facility, with all of the products made with 32% less plastic than previously and requiring less energy to make, transport and recycle.
The changes enable Coca Cola to harmonise their water business across multiple markets, according to Kinneir Dufort’s managing director Merle Hall, and it is scalable across many sizes so if you haven’t already spotted the new twist bottle feature you certainly will do soon.
There has also been a new design for the label which includes the words ‘recycle me’, so the message that is coming out of this announcement is very clear, but whether this revamp will work in encouraging people to recycle remains to be seen.
Caroline Cater, who is the director of operational marketing at Coca Cola European Partners, has commented, “With the water sector continuing to grow, it’s more important than ever to minimise our environmental impact and encourage more recycling.”
This was followed by a comment praising Coca Cola from Linda Crichton, the head of resource management for the Waste and Resource Action Programme (WRAP), who stated, “Reducing material usage whilst ensuring the bottle remains recyclable is really important for resource efficiency.”
So people are fully behind the changes, which will be implemented on many of the Abbey Well products such as the 500ml Abbey Well Still, the 250 and 750ml sports caps and the 500ml sparkling drink, and they are available from this month onwards here in the UK.