Soda in paper bottles? This major step towards reducing plastic consumption is slowly materializing as Coca-Cola sets the paper bottle prototype for consumer tests.

Two thousand consumers in Hungary will experience the 250 ml bottle from the soda giant this summer. Although the prototype was released last year, this trial phase will allow the company to measure the performance of the new packaging as well as evaluate consumer response.

The prototype is developed through laboratories in Brussels and Danish startup The Paper Bottle Company (Paboco), in cooperation with Carlsberg, L’Oréal and The Absolut Company. The 100 percent recyclable bottles are made from sustainably sourced wood with a barrier of biological material that can hold liquids such as carbonated and non-carbonated drinks and beauty products. The current prototype is a papiner shell that has a recyclable plastic liner and lid.

It is part of Coca-Cola’s “World Without Waste” strategy to collect every can and bottle it has sold by 2030 for recycling. These types of innovative packaging solutions are crucial in establishing a sustainable circular economy.

Despite this, Coca-Cola remains among the top polluters in the world alongside Nestlé and Pepsi.

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