Coca-Cola Enterprises (CCE) has announced the launch of a new recycling initiative, designed to increase the reuse and recycling of plastic bottles in the UK.
Set to run initially for six weeks online on the Sainsbury's website, the new 'Don't waste. Create' campaign is expected to encourage consumers to use their waste packaging at home in a useful way.
It provides a series of downloadable idea sheets, outlining different reuse themes such as bottle bird feeders and self-watering bottle plant pots, and encourages households to recycle their creations once they are no longer required.
The initiative requests parents to submit their recycling 'pledges' and aims to educate and inform families about the importance of recycling. The initiative also suggests activities for families to reconnect with nature.
CCE recycling associate director Nick Brown said that the company proposes to reduce plastic waste and help its customers to rethink how they dispose of their packaging.
"By asking them to reuse and then recycle plastic bottles, 'Don't Waste. Create' encourages families to think more sustainably while having fun, giving them a tangible way to help reduce their household waste," he said.
Using an online supermarket retailer will help CCE to reach a wide audience to communicate to customers how easy it is to play their part in the inititative.