Ribena is unveiling an eye-catching new design that will make it the largest soft drinks brand with bottles that are made from 100 per cent recycled plastic and are 100 per cent bottle-to-bottle recyclable.
Ribena
Ribena rolls out major packaging redesign
Every Ribena bottle – once recycled – will now have the optimum chance of being recycled into another drinks bottle. Rolling out from November, the new design features a reduction in the plastic sleeve, making the bottles more easily detected as clear plastic. This packaging change has been made possible following a two-year development programme and investment of £1.6m (~€1.8m) in new manufacturing equipment.
Every new Ribena bottle will feature a number of recycling messages embossed on its bottle, as well as featuring on the bottle label, to encourage consumers to recycle.
Charlotte Flook, Head of Brand, Ribena, at Suntory Beverage & Food GB&I, said: “We want to continue to use the positive power of our iconic brand and our long history of leading the way in sustainability to encourage drinkers to recycle. 67 per cent of shoppers say they have become more aware of the environmental impact of plastic packaging over the last 12 months, and we’re proud to take this huge step forward.
“We set ourselves incredibly high standards for this design and we didn’t settle for anything less than perfect. Consumers told us we’re onto a winning design, boasting extremely positive scores across important metrics like environmentally friendly, modernity and naturalness.”
Over the years, the brand has removed more and more plastic from the bottle’s design, with 527 tonnes of plastic taken out of circulation.