Britvic to transition 7Up bottles to clear plastic and refresh branding
Research shows consumers more likely to recycle clear bottles and new imagery highlights fruit flavours
Britvic has announced that it will begin packaging 7Up in clear Polyethylene terephthalate (PET) this summer.
The transition to clear PET will take place across 375ml, 500ml, and 600ml bottles of 7Up Regular, 7Up Free and 7Up Cherry.
It comes as part of Britvic’s commitment to move to 100% rPET bottles by October 2021. Additionally, research from the supplier has found that 40% of consumers would be more likely to recycle 7Up in a clear bottle.
Britvic is also refreshing the labels of the drinks, with clear sustainability messaging saying “Clearly 100% Recyclable. Clearly 7Up,” on the reverse side of the bottles. It is also making the fruit imagery 50% larger on the front.
As well as having an environmental benefit, Britvic hopes the redesign will encourage trial purchases, citing research which says that almost a third of customers would me more likely to buy 7Up in a clear bottle, with a quarter perceiving the redesign as having an improved taste.
Tom Fiennes, GB commercial sustainability director at Britvic, said: “As the UK’s number one lemon and lime drink, we wanted to take a step towards ensuring further transparency with our consumers – both in our actual bottle designs and by clearly highlighting the recyclability messaging. We know that consumers want more information on recycling, showing how important it is to offer strong and simple communication on-pack.”
“As our greenest 7UP bottle yet, the move should increase the likelihood that people will recycle the bottle effectively, and the updated design also brings the sustainability messaging front and centre, so consumers are confident in their recycling decisions.”
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