“AdeZ seemed to be the perfect fit for our paper bottle prototype”, said Katalin Halász, Coca-Cola’s Nutrition Category Marketing Director Europe. “AdeZ is a plant-based drink and its brand purpose is to ‘make positive change easy’. AdeZ consumers often have a keen interest in sustainability and new developments and innovations in this area. So for us, AdeZ stood out as the right brand, the right drink and the right consumers for us to trial our paper bottle prototype with”, she explained.
The launch is an important step in seeing how the paper bottle performs and how consumers react, according to Coca-Cola Europe’s Stijn Franssen, R&D Packaging Innovation Manager.
The paper bottle prototype is 100% recyclable* and currently consists of a paper shell, with a recyclable plastic lining and cap. Mr Franssen said the Company’s partnership with Paboco is focused on developing a paper bottle than can be fully recycled as paper.
“This trial will provide us with invaluable insight and feedback”, said Mr Franssen. “We will get to see how the paper bottle prototype performs as packaging and what consumers think and feel about it.
This is an exciting step forward for us, as it means we’re out of the lab and into the real world. So for the first time, consumers will actually be drinking one of our products from a potentially new type of paper packaging”, he added.
* where technology is available