Coca-Cola’s Innovative Twist: Sprite Goes ‘Label-Less’ in Trailblazing Packaging Experiment

Coca-Cola is set to embark on a limited trial of “label-less” packaging for Sprite and Sprite Zero on-the-go bottles. In this innovative move, labels will be replaced with an embossed logo on the front, while product and nutritional information will be laser-engraved on the back. The trial aims to simplify the recycling process, eliminating the need to separate labels during recycling.

James Bull, head of packaging and food waste strategy at Tesco, praised the initiative, stating, “This trial of label-less packaging by Sprite is a great example of how brands are innovating to provide those solutions.” Keep Britain Tidy’s CEO, Allison Ogden-Newton, welcomed the trial, emphasizing the importance of reducing, reusing, and recycling.

The clear, 100% recycled PET bottles, adorned with green and transparent caps identifying Sprite and Sprite Zero, are available at select Tesco Express Stores in Brighton and Hove, Bristol, London, and Manchester until March 2024. Stephen Moorhouse, GB general manager at Coca-Cola Europacific Partners, highlighted the significance of exploring ways to make recycling easier and reduce the environmental impact of packaging.

Coca-Cola’s GB general manager, Stephen Moorhouse, pointed out that while labels contain valuable information, technology allows for alternative ways to share this information, ultimately reducing packaging. The trial is part of Coca-Cola’s broader efforts to minimize waste and environmental impact.

Javier Meza, VP Marketing at Coca-Cola Europe, termed the trial a milestone for the industry. He noted that the label-less approach, although seemingly simple, represents a significant shift in marketing. Meza anticipates potential long-term changes in how brands communicate with consumers, emphasizing the trial’s global significance in utilizing label-less, single-unit bottles sold in-store.