Lucozade Ribena Suntory has launched an ambitious plan to redesign its bottles and help accelerate its sustainability mission.
The group intends to start by redesigning its 500ml Ribena bottle, which, as a brand, has a history of environmental-friendly initiatives.
The Ribena bottle is already the first soft drink brand in the UK to use bottles made from 100% recycled plastic.
“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,” Michelle Norman, director of external affairs and sustainability at Lucozade Ribena Suntory.
“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.”
The company said a key part of the redesign is reducing the full-printed sleeves that cover some bottles.
It said that by reducing the sleeves and increasing their transparency, automated sorting machines in UK recycling centres will be better able to identify the packaging.
This will, in turn, ensure that each bottle has the optimum chance of being recycled back into plastic bottles.
Lucozade Ribena Suntory appointed industrial design agency Seymourpowell to lead the redesign.
© 2019 Checkout – your source for the latest Irish retail news. Article by Aidan O’Sullivan. Click sign-up to subscribe to Checkout.