Coca-Cola European Partners (CCEP) has unveiled its new sustainable packaging strategy for the UK, in order to recover all its packaging for recycling purposes.

The strategy aims to continue to innovate to ensure its packaging is as sustainable as possible, invest in consumer communication to promote recycling and encourage behaviour change, as well as promote reform of the UK's recycling system to ensure more packaging is recovered and recycled.

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The firm plans to double the amount of recycled plastic used in the company’s polyethylene terephthalate (PET) bottles over the next three years, from the present average of 25% to 50% by 2020.

“We have long been committed to reducing the environmental impact of our packaging."

For this purpose, it will team up with Clean Tech, which operates an advanced plastic bottle reprocessing facility in Lincolnshire, UK, in order to enable recycled bottles to return to store shelves in new packs in six weeks.

CCEP is also planning to launch a new multimillion-pound communications campaign later this month. This campaign is expected to reach 35 million Britons by the end of this year.

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In addition, CCEP aims to continue to work in partnership with other entities, as well as the UK Government to improve the existing packaging recycling system. It also intends to support new interventions that can increase packaging collection and recycling rates.

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CCEP GB vice-president and general manager Leendert den Hollander said: “We have long been committed to reducing the environmental impact of our packaging.

“We have ensured that all our bottles and cans are 100% recyclable; we have reduced the weight of our packs as much as possible; and have a long-standing commitment to using locally sourced rPET and other recycled materials in our packaging.”

According to an Alupro.org.uk report, only 70% of the cans and 57% of the plastic bottles used each year are currently recycled in the UK.

Image: Stacks of a plastic bag. Photo: courtesy of Coca-Cola European Partners.