Coca-Cola Quietly Introduces a Huge Change Every Soda Drinker Should Know

Coca-Cola HBC Austria has begun trialling a new sustainable packaging system for Coca-Cola, Fanta, Sprite, and Mezzo Mix multipacks. Instead of using plastic shrink wrap, the company is introducing a recyclable corrugated-paper handle designed specifically for soft drink six-packs. 

Developed in collaboration with DS Smith and Krones, this solution could eliminate roughly 200 tonnes of plastic from circulation every year, marking a meaningful shift in packaging innovation.

Features of the DS Smith Lift Up Solution

The new DS Smith Lift Up packaging is created for six-packs of 1.5-liter PET bottles, though its design allows flexibility for other sizes. It uses a paper band paired with a soft-grip cardboard handle to make carrying the bottles more comfortable for consumers. 

The companies behind the innovation highlight that the design uses the least material necessary while remaining fully recyclable at the end of its life. Reports from Packaging Europe and The Cool Down note that the wrap securely holds the bottles while replacing the need for traditional plastic shrink film.

Environmental Significance

This initiative comes at a time when global plastic waste remains a pressing environmental concern. DS Smith President Stefano Rossi emphasised that the packaging was developed using the company’s Circular Design Metrics, focusing on reducing waste and material usage. 

With plastic production projected to triple by 2060, according to the UN Environment Programme, alternatives like this paper-based solution become increasingly crucial.

Will This Packaging Reach the US Market?

For now, there are no confirmed plans to introduce the new paper handle packaging in the United States. Neither Coca-Cola nor DS Smith has shared a timeline or rollout strategy for the American market, leaving US consumers waiting to see whether the initiative expands beyond Europe.

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Conclusion

Coca-Cola HBC Austria’s trial of recyclable paper-based multipack handles represents a promising step toward reducing single-use plastic in beverage packaging. While the pilot showcases strong sustainability potential, its future rollout, especially in the US, remains uncertain. If successful, this innovation could influence global packaging trends and support long-term environmental goals.

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