Coca-Cola’s introduces reverse vending machines at theme parks in the UK to encourage recycling of plastic bottles. Credit: Coca-Cola European Partners.

Coca-Cola Great Britain and Coca-Cola European Partners, in partnership with Merlin Entertainments, have launched a trial of reverse vending machines at theme parks in the UK to encourage recycling on-the-go.

The initiative is designed to offer discounts to customers who return used plastic drink bottles at theme parks in the UK.

Go deeper with GlobalData

Premium Insights

The gold standard of business intelligence.

Find out more

Related Company Profiles

View all

As part of the scheme, customers will be given a 50% concession on entry fee at 30 select Merlin family attractions in the country in exchange for the bottles.

Based on Coca-Cola Great Britain’s research, around 64% of British citizens would recycle more on-the-go if they were given incentives instantly.

During the trial phase, which will run until 19 October this year, customers will be encouraged to bring and recycle any 500ml plastic bottle through on-site reverse vending machines that will be installed at four Merlin sites.

“We want to reward people for doing the right thing by recycling their bottles and hope to encourage some people who wouldn’t otherwise have done so.”

Coca-Cola European Partners vice-president and general manager Leendert den Hollander said: “We want to reward people for doing the right thing by recycling their bottles and hope to encourage some people who wouldn’t otherwise have done so.

How well do you really know your competitors?

Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.

Company Profile – free sample

Thank you!

Your download email will arrive shortly

Not ready to buy yet? Download a free sample

We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form

By GlobalData
Visit our Privacy Policy for more information about our services, how we may use, process and share your personal data, including information of your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address.

“Through this exciting new trial with Merlin Entertainments, we hope to remind people how valuable their empty plastic bottle is. All of our bottles can be recycled and we want to get as many of them back as possible so they can be turned into new bottles and not end up as litter.”

The scheme is part of the company’s plans to double the recycled plastic in all its bottles from 25% to 50% by 2020 and to collect and recycle a bottle or can for each one it sells.

The UK government is holding a discussion with all concerned players on the implementation of a deposit-return scheme in the country.