Photo credit: Britvic

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rPET Packaging

7UP moves to rPET bottles

Britvic

This summer, several 7UP bottles (375ml, 500ml & 600ml) will transition from their existing green colour, to clear PET for the first time. The move is driven by Britvic and PepsiCo’s commitment to ensure that all PET bottles are optimised for a Circular Packaging Economy, whereby they can be recycled into rPET material before becoming new bottles, as a first step in the journey, including the commitment to change to 100% rPET bottles by October 2021. Britvic’s research has found that 40% of consumers would be more likely to recycle  7UP in a clear bottle (1), helping achieve this goal.

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 its much-loved 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.

The new look will also help encourage trial among new shoppers. One in four consumers perceive the clear bottle as an improvement in taste, and almost a third of consumers state they’d be more likely to buy 7UP in a clear bottle (2).

Tom Fiennes, GB commercial sustainability director, Britvic, comments: “As the UK’s number one lemon and lime drink  (3), 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 (4), 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.”

Across the summer, 7UP will also be visible across digital, PR, OOH and in-store.

www.britvic.com

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* At present only the bottle and the cap are recyclable, so the label must be removed before recycling

(1) 7UP Move to Clear PET Research, April 2020

(2) 7UP Move to Clear PET Research, April 2020

(3) Nielsen IQ Retail Measurement Service, Fruit Carbonates, Total Coverage, Volume and Value, L52wks 27.03.21

(4) Deloitte, Consumer attitudes to environmental and ethical sustainability survey, March 2021