Beverage brand Coca-Cola has partnered with Qatar’s Supreme Committee for Delivery & Legacy (SC) to provide sustainable beverage bottles at this year’s FIFA World Cup in Qatar.
Coca-Cola Middle East will introduce bottles made entirely from recycled PET (rPET) for all its beverages across official tournament venues, including stadiums and fan zones.
The company will pilot the sustainable bottles for its 350ml Coca-Cola, Sprite and Fanta products, as well as 500ml Arwa water.
Coca-Cola Company Middle East vice-president and general manager Tolga Cebe said: “Piloting the 100% rPET bottles for our Coca-Cola, Sprite and Fanta beverages and Arwa water during the tournament marks a major milestone for our operations in the region.
“It is an important step towards our global World Without Waste ambition to collect and recycle a bottle or can for every one sold by 2030.
“For Coca-Cola Middle East, this is part of a journey, and we aim to continue to champion waste collection projects and minimise our impact through local partnerships and initiatives.”
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The initiative is in line with SC’s efforts to recycle plastic responsibly and will be the first roll-out of rPET packaging at a FIFA World Cup.
In addition to the 100% rPET bottles, Coca-Cola Middle East has installed dedicated recycling bins across the tournament venues.
The company will also use on-ground and on-screen communication to create awareness and inform more than 20,000 volunteers and more than one million fans about responsible recycling.
SC sustainability executive director Bodour Al Meer said: “In addition to our One Tide programme, the pilot of Coca-Cola Middle East’s 100% rPET bottles will significantly reduce the impact of single-use plastics and aligns to our concerted efforts to leave a sustainable legacy long after the FIFA World Cup 2022.”
Earlier this year, the Coca-Cola Company introduced fully recycled plastic bottles in Vietnam as part of its efforts to help create a circular economy.