In a welcome move, Coca-Cola took to Twitter to announce consumer trial phase of its paper bottle prototype in Hungary. The trial is scheduled to take place in the latter half of 2021 and will use Coca-Cola’s plant-based drink ‘Adez’ in the prototype package, reported the soft drink brand.  

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The eco-friendly bottle is being developed by a Danish startup, Paboco (The Paper Bottle Company) in partnership with Coca‑Cola’s Brussels Research and Development laboratory. The prototype design is made up of a bio-based material barrier suitable for liquid goods and sustainably sourced wood. It consists of minimal recyclable plastic cap and lining. 

The Paper Bottle Company is backed by ALPLA and BillerudKorsnäs, in cooperation with Carlsberg, L’Oréal and The Absolut Company. 

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The trial will include 2000 consumers trying out the new drink and the new packaging. 

Daniela Zahariea, director of Technical Supply Chain & Innovation for Coca‑Cola Europe, said “The trial we are announcing today is a milestone for us in our quest to develop a paper bottle. ”

“People expect Coca‑Cola to develop and bring to market new, innovative and sustainable types of packaging. That’s why we are partnering with experts like Paboco, experimenting openly and conducting this first-in-market trial. It’s part of delivering on our World Without Waste goals”, she added.

After being named as the top plastic polluters along with Nestle and Pepsi Co by the charity ‘Break Free From Plastic’ in a survey, it is clear that Coca-Cola is trying hard to reinvent themselves in the industry in an eco-friendly manner.