Coca-Cola European Partners (CCEP) has launched a new ‘twist' bottle format and label for its Abbey Well Spring Water, which aims to be more environmentally friendly and encourage consumers to recycle more.
The new design of bottles, said CCEP, is the result of a £14m (€16.6m) investment at its bottling facility in Morpeth, Northumberland, UK.
The bottle requires less energy to make, transport and recycle and uses up to 32% less plastic than in the previous bottle design, CCEP said.
Designed by the UK-based packaging consultancy Kinneir Dufort, the bottles are 100% recyclable and encourage recycling by featuring a new label with the wording ‘recycle me' on the outside of the bottle.
According to Merle Hall, managing director, Kinneir Dufort, the design is scalable across sizes and enables Coca-Cola to harmonise their water business across multiple markets.
The new bottle will be introduced for Abbey Well still 500ml, 750ml sports cap, 250ml sports cap and sparkling 500ml, and will be rolling out in store from December onwards.
“With the water sector continuing to grow, it's more important than ever to minimise our environmental impact and encourage more recycling,” said Caroline Cater, director of operational marketing at Coca-Cola European Partners.
“Reducing material usage whilst ensuring the bottle remains recyclable is really important for resource efficiency,” said Linda Crichton, head of resource management, Waste and Resource Action Programme (WRAP), praising Coca-Cola for the invention.