7UP has announced that it will transition to clear rPET bottles this summer.
The move comes as Britvic and PepsiCo work towards their goal of making all PET bottles optimal for a Circular Packaging Economy in a bid to recycle them into useable rPET bottles.
The companies aim to make the switch to 100 per cent rPET bottles by October this year.
The new look is being given to 7UP’s Regular, 7UP Free and 7UP Free Cherry variants.
The clear bottles will also have a 50 per cent larger fruit imagery on the front along with a prominent recyclable logo.
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The new sustainability message on the bottle will read ‘Clearly 100 per cent Recyclable. Clearly 7UP’.
According to research from Britvic almost one third of consumers said they would be more likely to buy a clear bottle of 7UP.
Reports also show that 40 per cent of consumers are more likely to recycle 7UP bottles if they are clear.
“As the UK’s number one lemon and lime drink, 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,” Britvic GB commercial sustainability Tom Fiennes said.
“We know that consumers want more information on recycling, 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.”
