B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Federal Election
  • Pinterest
  • AFL
  • WPP
  • AI
  • Anthony Albanese
  • NRL
  • EssenceMediaCom
  • Thinkerbell
  • News Corp
  • Channel 10
  • Spotlight on Sponsors
  • State of Origin
  • Cairns Hatchlings
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Coca-Cola Trials Recyclable Paper Bottle Prototype
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Uncategorised > Coca-Cola Trials Recyclable Paper Bottle Prototype
Uncategorised

Coca-Cola Trials Recyclable Paper Bottle Prototype

Staff Writers
Published on: 15th February 2021 at 10:14 AM
Staff Writers
Share
4 Min Read
Featured image source: coca-colacompany.com
SHARE

One of the world’s biggest plastic polluters, The Coca-Cola Company, will test a paper bottle prototype this summer, through a limited online trial in Hungary.

In a statement announcing the move, Coca-Cola said a run of 2,000 bottles of the plant-based beverage AdeZ will be offered in the paper packaging via e-grocery retailer Kifli.hu.

The paper bottle project is being co-developed by Coca‑Cola’s R&D team in Brussels and The Paper Bottle Company (Paboco), a Danish startup supported by ALPLA and BillerudKorsnäs, in cooperation with Carlsberg, L’Oréal and The Absolut Company.

The trial is moving into the consumer testing phase to measure the package’s performance and shopper response to the format. Coca-Cola and Paboco unveiled the first-generation prototype, which consists of a paper shell with a recyclable plastic lining and cap, last year.

It comes after Coca-Cola was ranked the worst plastic polluter of 2020 by Break Free From Plastic, alongside PepsiCo and Nestle.

“The trial we are announcing today is a milestone for us in our quest to develop a paper bottle,” Coca-Cola Europe’s director of technical supply chain and innovation, Daniela Zahariea, said.

“People expect Coca‑Cola to develop and bring to market new, innovative and sustainable types of packaging. That’s why we are partnering with experts like Paboco, experimenting openly and conducting this first in-market trial.”

The technology, developed by Paboco, is designed to create 100 per cent recyclable bottles made of sustainably sourced wood with a bio-based material barrier that is capable of resisting liquids, CO2, and oxygen.

The product also aims to be suitable for beverages, beauty products and other liquid goods. The ultimate goal is a bottle that can be recycled as paper, Coca-Cola said.

The innovation supports The Coca-Cola Company’s ‘World Without Waste’ sustainable packaging goal to collect and recycle a bottle or can for everyone it sells by 2030, while “substantially reducing” use of virgin packaging materials and using only 100 per cent recyclable packaging materials.

Stijn Franssen, R&D packaging innovation manager for Coca‑Cola Europe, stressed that the breakthrough technology is still in development. Franssen’s team has been conducting lab testing to assess how the paper bottle performs, holds up and protects its contents.

“This is new technology, and we are moving in uncharted territory,” he explained. “We have to invent the technical solutions as we go along.”

The news comes as Coca-Cola North America debuts bottles made from 100 per cent recycled PET (rPET) plastic this month in California, Florida and select states in the Northeast.

The bottles will be used across Coca-Cola’s trademark brands (Coke, Diet Coke, Coke Zero Sugar, Coca-Cola Flavors), with other sparkling beverage brands following this summer.

Coca-Cola said more than 94 per cent of its North American packaging is currently recyclable. Additionally, the company said it now offers 100 per cent rPET bottles in more than 25 markets.

Featured image source: coca-colacompany.com

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: carlsberg, Coca-Cola, L’Oreal
Share
Staff Writers
By Staff Writers
Follow:
Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

Latest News

TV Ratings (12/6/2025): 1.4 Million People Viewed The Western Bulldogs Kicking Its Way Into The Top Eight
13/06/2025
WARC Downgrades Global Ad Spend Forecast Amid “Trade Tensions” & Uncertain Tech Market
13/06/2025
Marketers Call For Measurement ‘Parity’ In Video, But One Buyer Warns ‘Be Careful What You Wish For’
13/06/2025
Meta Cracks Down On Nudify Apps & Sues Hong Kong Developer Behind CrushAI
13/06/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?