This summer, several 7UP bottles (375ml, 500ml & 600ml) will transition from their existing green colour to clear PET for the first time, with the aim of making them easier to recycle.
The move is driven by Britvic and PepsiCo’s commitment to ensuring that all their PET bottles are optimised for a circular packaging economy, whereby they can be recycled into rPET material before becoming new bottles, including the commitment to transition to 100% rPET bottles by October 2021.
Britvic’s research has apparently found that 40% of consumers would be more likely to recycle 7UP in a clear bottle. Meanwhile, one in four consumers perceived the clear bottle to have an improved taste, and almost a third of consumers stated they’d be more likely to buy 7UP in a clear bottle.
The move will run across 7UP Regular, 7UP Free and 7UP Free Cherry, with the labels also undergoing a refresh. The new look will highlight the products’ fruit flavours, with 50% larger lemon and lime imagery, and clear sustainability messaging.
This will be shown with a prominent ‘double arrow’ logo announcing the 100% recyclable bottle message on the front of the label, and the wording, ‘Clearly 100% Recyclable. Clearly 7UP’ on the reverse side.
Tom Fiennes, GB commercial sustainability director, Britvic, comments: “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.”