Hungarian consumers can test the paper bottle prototype

A paper bottle prototype developed by the Danish startup Paboco and Coca-Cola arrived in Hungary on June 15. Now the testing phase has begun, and Hungarian consumers – in a limited number – can be the first to participate. During the first European market test, Hungarian customers can try the AdeZ plant-based drink in innovative packaging through The online supermarket will collect the empty bottles from all customers and even asks them to help developers by filling out a survey. 

On the way to a paper bottle 

Coca-Cola has been working with the Danish startup Paper Bottle Company (Paboco) to develop a 100% recyclable paper bottle since 2019. Each development phase means a further reduction in plastic content and environmental impact.  Now the two companies have reached another milestone: the market trial of the current prototype consisting of a paper shell with a recyclable plastic lining and cap. In this development phase of the testing, the main goal is to examine how paper packaging performs and how consumers respond to it. Ultimately, Paboco aims to make a completely bio-based and 100% recyclable paper bottle that can be recycled as paper. Hungarian consumers are now being asked to help achieve this goal.

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Why is it AdeZ that goes into the paper bottle? 

Consumers of the AdeZ plant-based drink are typically have a strong focus on sustainability and an interest in innovations for sustainability. 

Having consumer behavior in mind, the AdeZ brand is a good choice for Coca-Cola to test the new paper bottle prototype and its reception in a market environment. The AdeZ brand has got an important role as a 24/7 beverage company in our portfolio, as there is a great consumer interest in plant-based drinks. The commitments of our World Without Waste strategy are extremely important for our company, as we have set very important goals for sustainability.

Péter Kerekes Country Manager at The Coca-Cola Company

Let's move towards the paper bottle of the future together! 

Following the debut of a paper bottle prototype developed at Coca-Cola’s research and development laboratory in Brussels in collaboration with the Danish startup Paboco, the bottle is now entering the consumer testing phase. As of tomorrow, anyone who orders an AdeZ drink from the online supermarket will also receive a 250 ml paper bottle version as a gift.

One of the cornerstones of our company is the support of sustainable development and environmental protection. We want our customers to consider not only their own health, but also the well-being of our environment.

Péter Klekner CEO of

Consumers will be given the opportunity to share their feedback by completing a questionnaire. Empty bottles will also be collected from them by the company during testing,so developers can examine in the laboratory how the material has reacted to transport and use – recycling is also guaranteed this way. 

The company introduced AdeZ’s innovative packaging at a press event.

We are proud to be part of this innovation and it is an even greater joy to see that the first results of the collaboration will be experienced first by Hungarian consumers. We have improved the packaging of our drinks many times in recent years in order to introduce more and more environmentally friendly solutions. We’ll continue taking further steps.

László Békefi General Manager at Coca-Cola HBC Hungary

“Sustainability is present in all our operations, so when Coca-Cola thought of us as a partner in testing its innovative paper bottle prototype, it was immediately obvious that our answer is yes,” said Réka Szabó, Commercial Director at  

Circulation of packaging materials 

The paper bottle prototype is an important step towards the realization of Coca Cola’s ‘World Without Waste’ global strategy. The company’s commitments include collecting and recycling 100% the amount of their packaging by 2030. In addition, as part of the World Without Waste strategy, the company will make its packaging 100% recyclable globally by 2025 and use at least 50% recycled material in their bottles and cans by 2030. An important element of the strategy is developing innovative packaging solutions to empower a circular economy. 

With the help of Hungarian consumers, developers use the results of the newly launched 2-weeks-long testing process to assess the properties and performance of the bottle with the aim of producing a completely recyclable, zero-plastic paper bottle in the future.