Britvic switches on-the-go bottles to 100% recycled

Britvic announced last month that a number of its brands will be moving to 100% rPET (recycled plastic), across single serve 500ml and/ or 600ml bottles.

This includes Pepsi MAX, 7UP Free, Tango, Lipton, Robinsons Ready to Drink and Drench, with Mountain Dew also following suit in December 2022.

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 and we have already made huge progress towards this goal.”

Britvic has also commissioned independent research that reveals that most Brits (80%) think it is important that manufacturers and brands use recycled plastic with over half (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: “The research gives us further insight into consumer habits and how these are impacted by sustainable efforts on behalf of manufacturers, retailers and foodservice outlets. It also reveals that 60% of Brits will return to a specific store if they stock products that use recycled plastic. This goes to show how important it is for operators, to offer a range of sustainable products that can affect loyalty.

“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 out-of-home.”

Image: MDV Edwards / Shutterstock