Lucozade Ribena Suntory is to redesign its best-selling Ribena bottle to make it easier for UK recycling infrastructure to identify the packaging as 100% recyclable.
The company is calling on action from government and industry to ensure the UK can become a leader in sustainability. One of the UK’s leading soft drinks manufacturers, the company has appointed design agency Seymour Powell to lead the redesign.
A key part of the redesign will be the reduction of the full printed sleeves that cover some of the manufacturer’s bottles. By reducing the sleeves and increasing their transparency, automated sorting machines in UK recycling centres will be better able to identify the packaging and ensure that each bottle has the optimum chance of being recycled back into plastic bottles.
Michelle Norman, director of external affairs and sustainability at Lucozade Ribena Suntory, said: “Lucozade Ribena Suntory takes its sustainability commitments very seriously and we are extremely proud to be announcing this packaging redesign to ensure our brands continue to be as sustainable as possible. While we continue to make positive changes to our brands it is important that wider changes are made by companies like us, government and industry to ensure recycling rates in the UK can continue to increase.”
Peter Maddox, director at WRAP said: “As a founding member of The UK Plastics Pact, I am pleased to see Lucozade Ribena Suntory taking further proactive steps to minimise its impact on the environment. This redesign will help the reprocessing of their drinks bottles, and shows that the company continues to take sustainability seriously. I look forward to seeing the results.”
Adrian Caroen, Seymourpowell executive creative director, added: “Seymourpowell is delighted to have been chosen to partner with Lucozade Ribena Suntory for this ambitious and important re-design. We believe that great design and innovation can change things for the better and play a key role in helping LRS meet its sustainability goals.”
Lucozade Ribena Suntory has already pledged to ensure 100% of its plastic packaging is reusable, recyclable or compostable by 2025. The 500ml Ribena bottle will be redesigned first, building on the brand’s rich history of environmentally-friendly initiatives.