S U S TA I N A B I L I T Y
RECYCLED PACKAGING BRITVIC
Britvic to move brands to 100% rPET bottles this month
The change will be supported with clear on-pack messaging across selected brands, in-store, and outlet activation.
B
ritvic is to move several its brands to 100% rPET (recycled plastics), across single serve 500ml and 600ml bottles, by the end of September. Pepsi MAX, 7UP Free, Tango, Lipton, Robinsons Ready to Drink, and Drench will move to rPET packaging, with Mountain Dew following suit in December 2022. The change will be supported with clear on-pack messaging across selected brands, in-store, and outlet activation via POS materials and a new TV advert from Pepsi MAX.
Tom Fiennes, Commercial Sustainability Director at Britvic, said: “At Britvic, we’ve announced our intention that all bottles produced and sold by us in GB will be made from 100% rPET by the end of 2022. We have already made huge progress towards this goal, but are pleased to confirm the next step in achieving our target, making the change across leading brands and in time for Recycle Week.” Independent research has found that 80% of Brits think it is important that manufacturers and brands use recycled plastic, with 58% stating they are more likely to choose a soft drink brand that
communicates its use of 100% rPET on-pack, than those that don’t. Fiennes added: “To further support our trade customers, we’re not only proud to be delivering action, but also helping them to generate sales at point of purchase through the on-pack communications on our move to 100% rPET, and POS materials. We have also invested in a fully integrated single serve campaign, which will lead with Pepsi MAX appearing on social, TV and OOH.” Lipton Ice Tea was the first to make the change, with 100% rPET 500ml bottles on shelves this summer.
WEDNESDAY 22ND SEPTEMBER 2021 / ISSUE 74 / SLRMAG.CO.UK / 21
