Coca-Cola has begun piloting a redesigned packaging format in Europe that could significantly reduce its use of single-use plastic, starting with a live market test in Austria. The initiative replaces traditional plastic shrink wrap on soft drink multipacks with a recyclable paper-based carrier, a move that could eliminate nearly 200 tonnes of plastic annually if scaled.
The pilot is being led by Coca-Cola HBC Austria and covers popular brands including Coca-Cola, Fanta, Sprite and Mezzo Mix. Developed in collaboration with packaging specialist DS Smith and bottling equipment company Krones, the new solution uses corrugated paper and cardboard instead of plastic film to hold bottles together.
At the centre of the test is DS Smith’s Lift Up design, currently being used for six-packs of 1.5-litre PET bottles. The carrier combines a paper band wrapped around the bottles with a soft-grip cardboard handle, allowing consumers to carry multipacks comfortably while avoiding plastic altogether. The structure has been engineered to use minimal material and is fully recyclable through existing paper waste streams.
According to the companies involved, the design was developed using circular design principles, with a focus on reducing environmental impact without compromising shelf appeal or functionality. The carrier is adaptable and could be extended to other bottle sizes and formats if the pilot proves successful.
Packaging sustainability has become a growing priority for global beverage companies as regulators, retailers and consumers push for alternatives to plastic. The United Nations Environment Programme estimates that global plastic production could triple by 2060 if current trends continue, intensifying pressure on brands to rethink packaging choices.
While the test is currently limited to Austria, the results are being closely watched across Coca-Cola’s global system. A wider rollout in other European markets is possible, though timelines have not been disclosed. Whether and when the paper-based carrier reaches markets such as the United States will likely depend on consumer response, supply chain readiness and regulatory considerations.
For now, the pilot marks a visible step in Coca-Cola’s broader effort to reduce packaging waste while maintaining convenience for everyday shoppers.
