Lucozade Ribena Suntory has launched a redesign project for its Ribena bottles to ensure all its packaging is fully recyclable within the UK’s current recycling infrastructure.
The manufacturer has appointed design agency Seymour Powell to lead the redesign, following a pitch process which began in the summer of last year.
The drinks giant has already pledged to ensure 100% of its plastic packaging is reusable, recyclable or compostable by 2025. The 500ml Ribena bottle will be redesigned first, building on the brand’s history of environmentally-friendly initiatives.
Ten years ago, Ribena became the first UK soft drink brand to use bottles made from 100% recycled plastic (rPET). In January this year, the brand’s best-selling bottle was also light weighted, removing 325 tonnes of plastic from production annually.
A key part of the redesign will be the reduction of the full printed sleeves that cover some of the manufacturer’s bottles. The company claims that by reducing the sleeves and increasing their transparency, automated sorting machines in UK recycling centres will be better able to identify the packaging and ensure that each bottle has the optimum chance of being recycled back into plastic bottles.
Michelle Norman, Director of External Affairs and Sustainability at Lucozade Ribena Suntory commented: “Lucozade Ribena Suntory takes its sustainability commitments very seriously and we are extremely proud to be announcing this packaging redesign to ensure our brands continue to be as sustainable as possible.”
She added: “While we continue to make positive changes to our brands it is important that wider changes are made by companies like us, government and industry to ensure recycling rates in the UK can continue to increase.”
