COCA-COLA UNVEILS NEW CLEAR LOOK FOR SPRITE TO ENHANCE PLASTIC COLLECTION AND RECYCLING

From left, Nelly Wainaina, Africa Frontline Marketing Director, Coca-Cola; Xavi Selga, Managing Director - Coca-Cola Beverages Africa, Dr. Catherine Mbaisi, Deputy Director - NEMA and Debra Mallowah, Vice President, Coca-Cola East and Central Africa pose for a photo during the launch of Sprite’s new clear recyclable bottle at Serena Hotel.
cropped-leaderboard-ad

The Coca-Cola system in Kenya has unveiled a new iconic look of its soft drink Sprite. The lemon-lime flavoured drink will now be packaged in a clear PET (polyethylene terephthalate) plastic bottle. This marks a historic shift from the green-coloured plastic bottle which has been its identity since 1960 when it was launched. The shift means that more Sprite bottles can be collected and recycled to make new items, in line with Coca-Cola’s World Without Waste vision.  

“Our people in Kenya can now enjoy the refreshing taste of their favourite sparkling lemon-lime drink knowing their bottle can be easily recycled and made into new items. This is a plus in our joint efforts to grow our business while contributing towards more sustainable environmental practices,” said Xavi Selga, Managing Director, Coca-Cola Beverages Africa (CCBA) – Kenya during the launch in Nairobi.

Value

Clear PET can be recycled and used to make a wider range of new products, such as pillow and duvet inners, as well as new bottles, making it more valuable than green PET, which has limited uses. Kenya becomes the fourth African market where Coca-Cola has introduced the Sprite clear PET, after South Africa, Nigeria and Ethiopia.

 “The shift from the green bottle to clear PET is a significant step in driving our sustainability agenda which is a key element of our business. We know that our vision for a World Without Waste is ambitious and can be challenging but together with our partners, we are committed to the cause. This move also allows us to work with partners in the recycling industry, waste collectors and aggregators to achieve more value for our recyclable plastics,” said Debra Mallowah, Vice President, Coca-Cola East and Central Africa Franchise.  “The World Without Waste strategy represents Coca-Cola’s commitment to doing business sustainably and this includes addressing the packaging waste challenge. Additionally, clear PET plastic contributes to economic empowerment as it will lead to enhanced income for waste reclaimers in Kenya who depend on collecting and selling packaging waste for a living,” she  added.

Iconic

With a  presence in over two hundred  countries, including Kenya, Coca-Cola Sprite’s new transparent look features a clear see-through bottle, refreshed icon of the brand’s bold Sprite ‘spark’ with a distinct label and bright green cover. “Our consumers are at the heart of everything that we do and we would like to assure them that the new look Sprite is bolder and better with an improved recipe that will deliver the most refreshing lemon lime taste,” said Isabelle Kariuki-Rostom, the franchise marketing director, Coca-Cola East and Central Africa Franchise.

The new look Sprite will be available in all retail outlets and Coca-Cola distributors across the country as the company clears out the green packaging from the shelves and trade to ensure complete transition into the clear bottles. Coca-Cola is one of the members of PETCO Kenya (PET Recycling Company Ltd), an industry-led extended producer responsibility PET recycling scheme, comprising sixteen industry players from different sectors. PETCO seeks to coordinate initiatives to collect, sort and recycle plastic bottles, with broader focus on sustainable management of PET material after their initial use. This is done in partnership with recyclers who create new products out of disposed PET material. Since Sprite was launched in 1960, it has been synonymous with its iconic green bottle and this marks a major milestone in its growth and sustainability in various markets.

cropped-leaderboard-ad

LEAVE A REPLY

Please enter your comment!
Please enter your name here