Suntory Beverage & Food GB&I has unveiled a new packaging design across its Ribena range, now 100% recyclable and made from 100% recycled plastic.
The new design will be available from November and features a reduction in the plastic sleeve, making the bottle easier to recycle and will remove 202 tonnes of plastic from circulation.
Every new Ribena bottle will have a number of recycling messages, as well as on the bottle label to encourage shoppers to recycle. According to the supplier, the new pack design aims to draw on the distinctive aspects of the previous Ribena packaging, while modernising the brand.
The news follows the brand becoming the first major UK juice drink brand to introduce a paper straw to its drinks cartons and is part of the suppliers vision of Growing for Good, which aims to use 100% sustainable plastic bottles by 2030.
The launch will be supported with the brand’s biggest campaign next year and will span across TV, social media and PoS will be available to independent retailers.
Charlotte Flook, head of brand, Ribena at Suntory Beverage & Food GB&I, said: “Sixty-seven per cent of shoppers say they have become more aware of the environmental impact of plastic packaging over the past 12 months and we’re proud to take this step forward to ensure everyone’s Ribena bottle can be recycled back into bottles.
“Over the years, Ribena has removed more and more plastic from the bottle’s design, with 527 tonnes of plastic taken out of circulation.”
Read more about sustainable retail