Key Development

Coca-Cola is taking another step toward reducing plastic waste, with Europe leading the way. In Austria, Coca-Cola HBC has launched a pilot project using paper bottle carriers that could eliminate nearly 200 tonnes of plastic waste every year if adopted at scale.

Paper-Based “Lift” Design Replaces Plastic Shrink Wrap

The new system replaces traditional plastic shrink wrap with a recyclable, corrugated-paper carrier developed by DS Smith in collaboration with Krones. Branded as the “Lift Up” solution, the design uses a strong paper band and a soft-grip cardboard handle to securely hold six-packs of 1.5-litre PET bottles. Despite using minimal material, the carrier remains lightweight, durable, and easy to carry.

Circular Design Focuses on Waste Reduction and Usability

DS Smith designed the carrier using its Circular Design Metrics framework, which focuses on reducing waste, lowering environmental impact, and improving user experience. The company states that the design strikes a balance between strength and sustainability, while ensuring the packaging remains practical for everyday use. By eliminating plastic shrink wrap, the carrier also improves recyclability and supports circular economy goals.

Plastic Pollution Pressures Drive Packaging Innovation

The move comes amid growing global concern over plastic pollution. According to the UN Environment Programme, plastic production is expected to triple by 2060 if current trends continue. As pressure mounts on companies to reduce their plastic footprint, innovations such as paper-based secondary packaging are becoming increasingly important in the transition toward more sustainable packaging systems.

No Timeline Yet for U.S. Rollout

For now, the paper bottle carriers remain a European pilot. Neither Coca-Cola nor DS Smith has announced plans to introduce the packaging in the United States. As a result, U.S. consumers will have to wait and watch to see whether Coca-Cola expands this sustainability initiative beyond Europe.

Source: Foodtech Network