Ribena has unveiled a new design that will make it the largest soft drinks brand with bottles that are made from 100% recycled plastic and are 100% bottle-to-bottle recyclable.
Every Ribena bottle – once used – will now have the optimum chance of being recycled into another drinks bottle as the new design features a reduction in the plastic sleeve, making the bottles more easily detected as clear plastic at recycling centres.
Every new Ribena bottle features several recycling messages embossed on its bottle, as well as on the label, to encourage consumers to recycle. The brand will also include recycling messaging on its advertising and invest six-figure sums, the biggest campaign for Ribena next year, to encourage consumers to recycle. The marketing campaign will include a TV advert, social media and POS materials.
The new pack designs aim to draw on the familiar and distinctive aspects of the previous Ribena packaging, while modernising the brand.
This latest packaging change has removed 202 tonnes of plastic and follows a two-year development programme and investment of £1.6m in new manufacturing equipment, as well as in research and design.
Over the years, the brand has removed more and more plastic from the bottle’s design, with 527 tonnes of plastic taken out of circulation. This year, Ribena became the first major UK juice drink brand to introduce a paper straw to its drinks cartons.
The redesign ties in with the Suntory vision of Growing for Good; the company plans to move to using only 100% sustainable plastic bottles by 2030, as part of a wider 2050 environmental vision, aiming to achieve net zero greenhouse gas emissions across the entire value chain.