Image source: © Coca-Cola HBC Österreich / martinsteiger.at
Coca-Cola HBC’s is trialing Fiber-Based Wraps for Multipacks in Austria
Thomas Reiner | 07.02.2024
Coca-Cola HBC’s latest venture into fiber-based packaging, trialing a cardboard and paper alternative for 1.5-litre multipacks of Coca-Cola, Fanta, and Sprite in Austria, mirrors the beverage industry’s deepening commitment to environmental responsibility. The pilot project, which aims to reduce annual plastic consumption by 200 tons, is a pragmatic yet significant experiment by Coca-Cola to replace conventional plastic shrink wrap. It is a step that not only meets the need for alternative packaging solutions to achieve the sustainability goals of major players in FMCG. It also invites a broader discussion about the future packaging dynamics of one of the world’s leading beverage brands.
The LitePac Top Initiative
- The new packaging solution, named LitePac Top, is a 100% recyclable blend of cardboard and paper designed to replace plastic shrink film.
- Its ability to support the weight of six 1.5-litre bottles (approximately 9kg) not only makes it a practical alternative but also a promising solution to reduce plastic consumption and energy costs in production.
- The trial in Austria is a strategic step towards Coca-Cola HBC’s ambitious NetZeroBy40 target, which aims for net zero emissions across its value chain by 2040.
Collaboration for Sustainable Innovation
The development of LitePac Top is the result of a three-year international collaboration involving Coca-Cola HBC, Krones, DS Smith, and Mondi. This partnership underscores the importance of cross-industry collaboration in achieving significant advancements in sustainable packaging. The packaging has undergone extensive testing for quality, consumer appeal, and ease of use, reflecting a comprehensive approach to innovation.
Contextualizing Within Industry Trends
Coca-Cola HBC’s initiative is part of a broader industry movement towards sustainable packaging solutions. In 2019, Smurfit Kappa launched recyclable, renewable, and biodegradable packaging for can and bottle multipacks, including the TopClip, which offers a 30% reduction in carbon footprint. Additionally, beer brewers like Royal Grolsch and Budweiser Budvar UK have adopted similar alternatives to plastic shrink wrap for their products.
The Future of Packaging depends on Consumer Response
As Coca-Cola HBC assesses the performance and consumer reception of LitePac Top, the industry watches closely. The success of such initiatives is not only measured in their environmental impact but also in market acceptance. Consumer willingness to embrace these new packaging forms will play a crucial role in determining their viability and potential for widespread adoption.
Conclusion
Coca-Cola HBC’s trial of LitePac Top in Austria reflects a growing commitment to environmental responsibility but also the pressure on packaging companies and brands to meet their sustainability goals. While this initiative is a step towards reducing plastic waste and achieving net zero emissions, its ultimate success hinges on consumer acceptance and the scalability of such solutions. As more companies follow suit, the shift towards plastic reduction, alternatives such as fiber-based or recycled packaging will further drive the dynamic in the beverage industry, balancing legislative pressure, environmental responsibility with consumer needs and industry practicalities.
