Fuel Your Imagination

Spite trials ‘label-less’ packaging to simplify recycling

The trail will see Coca-Cola remove the labels from Sprite and Sprite Zero 500ml bottles to simplify the recycling process and reduce packaging materials

Georgie Moreton

Deputy Editor, BITE Creativebrief


In a limited trial, Coca-Cola is temporarily removing the labels from Sprite and Sprite Zero on-the-go bottles, in a bid to help simplify recycling and reduce packaging materials.

The limited trial began in late January and will last until March in eight Tesco Express Stores in Brighton and Hove, Bristol, London, and Manchester. The pilot sees bottles with labels removed in favour of an embossed logo on the front of the pack. Product and nutritional information will still be found on the back of the pack, laser-engraved.

The clear, 100% recycled PET bottles will still feature the distinctive green and transparent attached caps to help audiences continue to identify them as Sprite or Sprite Zero.

The move aims to make recycling more simple for consumers. While the existing labels are fully recyclable, removing them eliminates the need to separate the labels from the bottles and reduces the amount of packaging material used overall.

The move follows a growing focus by Coca-Cola on making design changes that help reduce packaging waste. One of the most memorable was turning Sprite bottles from green to clear plastic to make them easier to recycle back into bottles. The brand has also introduced attached caps to its bottles to help ensure that the cap stays connected to the bottle after opening and reduce the potential for littering.

“We want to help create a future where plastic drink packaging will always have more than one life. Labels contain valuable information for consumers, but with the help of technology we can now trial other ways to share this information while reducing the amount of packaging we use.” says Dusan Stojankic, VP Franchise Operations, GB&I at Coca-Cola Great Britain.

He continues:“Going label-less might seem like a small step, but it is one of several ways we are exploring making recycling easier, minimising waste, and minimising the impact of our packaging on the environment.”

Through savvy design, Coca-Cola successfully demonstrates how simple changes can help make a significant impact to enable consumers to make more sustainable choices.

Sprite-naked-for-now article image.jpg