As the principal of a design firm with package design as a core competency, these are exciting times. We are seeing greater sustainable packaging innovations and they’re coming at a faster clip these days. I recently blogged about SunChips new biodegradable bag. Now, on the heels of the recent SunChips packaging development, comes another terrific announcement. This one from Coca-Cola.
It seems the world’s most-recognized brand has done something of note again. In a short article published in Greener Package newsletter, comes this announcement: “Coca-Cola Unveils Plant-Based Bottle.”
The gist: Coca-Cola has debuted its new PlantBottle™ made through a proprietary process that turns sugar cane and molasses into one of the components for its PET plastic bottles. The company is also researching other plant materials that might be used in future editions of the PlantBottle™. Since PET plastic bottles are made from petroleum, and Coke’s new packaging is made from a combination of traditional petroleum-based PET and up to 30% plant-based materials, this represents a real breakthrough.
To wit:
* Manufacturing the new bottle is more environmentally efficient. Carbon emissions are reduced by up to 25%, as confirmed by third party analysis conducted by the Imperial College of London.
* The PlantBottle™ can be manufactured and recycled without contaminating the customary PET.
* The material in the PlantBottle™ can be used, recycled and reused over and over.
* The new packaging material cuts down on petroleum, a non-renewable resource, substantially.
Coca-Cola spokesman Muhtar Kent: “It builds on our legacy of environmental ingenuity and sets the course for us to realize our vision to eventually introduce bottles made with materials that are 100 percent recyclable and renewable.” Scott Vitters, director of Sustainable Packaging for Coca-Cola: “This innovation is a real win because it moves us closer to our vision of zero waste with a material that lessens our carbon footprint and is also recyclable.”
Coke plans on introducing the PlantBottle™ packaging later this year for its Dasani and sparkling brands; and its VitaminWater in 2010. New messaging will accompany the roll-out of the new bottles on the packaging itself, on point of sale retail displays and company web sites.
Questions:
* Would you as a consumer be more likely to purchase a Coca-Cola beverage brand packaged in the PlantBottle™ just because it’s more sustainable? Even if it means ceasing to buy another brand you currently prefer?
* When buying foods, beverages and other consumer products, does greener packaging factor into your purchase decision?
* If you don’t currently, would you purchase products in more sustainable packaging if manufacturers communicated about it better? Where would you prefer to learn about green options–on the packaging itself? On company branded web sites? In store? All of the above?
I’d love to hear from you.
This is a topic that comes up frequently at work. Many people comment that they are torn between the functional aspects of plastic bottles and the impact that they have on the environment. I would switch to a different brand if they provided a more environmentally friendly bottle and based on our discussions, I’m sure many of my colleagues would as well.
I would definitely weigh the environmental factors of consumer products packaging, if it were communicated to me in the right way. It’s not the only factor to weigh in my decision, so where and how we communicate the sustainability of our products is key.
Thanks for weighing in on this topic, Chris. You’ve hit on a very important issue here. Many consumers have echoed your sentiment that they would switch brands or purchase a more eco-friendly product if they could.
Simply put: often, many consumers don’t know which choices are greener ones. The onus is on manufacturers to communicate this as you point out. By using the packaging itself as well as point of sale tools to quickly communicate the how and why of more environmentally friendly packaging, consumers can make more informed choices. By using every company marketing tool at its disposal, like web sites, blogs, advertising spots, etc, to extend that messaging, consumers will become more educated. When it comes to Coca-Cola, I am confident that company will do an excellent job at getting the word out. But many other consumer product companies in every category have a great opportunity here. Let’s hope they do exactly as you suggested.
Thanks again, Chris.
Ted,
Thanks for bringing this to my attention. Green products are pretty complicated so I’ve broken down the positives and negatives to try and bring more clarity to my opinions.
Positives …. Advancements in packaging can help boost sales, create a greenwashing effect for the company, and are a necessary step from where we are now in environmental packaging and where we need to be. Coke is a HUGE company which is good in this case because consumers in the Midwest will likely have the choice between a standard PET bottle and this new one. Not being able to find ‘green’ options is a major problem in the middle of the country …. I live in Ohio and you simply can’t find grass-fed beef or sustainably caught fish at any supermarket chain.
Negatives …. Sustainability is a tricky thing. Sure it can sell more but is it really good for the environment? We saw this with Ethanol …. “It’s great it’s sustainable!” at first was soon followed by “wait, it produces the same amount of pollution and it makes corn cost more which make everything from Coke or Beef cost more.” It’s good that they use less petroleum to make the bottle but if their sugarcane providers cut down a forest to meet increased demand, that’s not really a good thing. Also, the entire process of moving the raw materials, the finished product, and ultimately the used product from manufacture to recycling takes trucks and petroleum to do. And because Coke is so HUGE they create a lot of pollution in the distribution of their product.
I know that’s a lot to take in so this is what I’d ultimately like to see …. A light weight package that I can toss into my compost pile and in a couple of weeks it has completely biodegraded. Until trucks don’t pollute and electricity is made cleanly the best thing Coke can do for the environment is to have more local bottling plants and a more active role in promoting recycling …. Which they can use in their marketing messages in a “bringing local jobs, a cleaner world, and keeping it that way” followed by some supporting stats type of campaign.
Dave,
You’ve said many meaningful things here. You’re right: nothing in the way of packaging or other “green” products is perfect. Also: there is no such thing as a 100% sustainable package. Yet. The important thing is that advances are being made; research is being done and we have moved in the right direction. The key, as you point out, is to use renewable resources that do not negatively impact us in other ways. That’s why some raw materials will be ruled out as others are explored. I also like the cradle-to-cradle concept of eventually reusing every bit of discarded packaging over and over again. . .rather than having to always source new materials.
BTW: many consumer product manufacturers have been cutting down on the size and weight of packaging. That translates to fewer truckloads, thus, less energy costs, less pollution, etc. Companies like Coke do promote recycling and some manufacturers like Stonyfield Farm work with companies like TerraCycle to reuse discarded packaging for new consumer products. Much is being done and on many fronts. It is making a difference, Dave.
Thanks for adding so much great content to my post, Dave. You’ve done your homework and you know what you’re talking about. Kudos!
Smart, smart move by CCE from a differentiation perspective. Looking at bottled municipal water-which many major players serve–they needed a hook to stave off competing on price.
In fact, they might even be able to get a small premium for water in Plant Bottle packaging – providing the consumer is educated as to its benefits.
That said, Dave makes some great points about a bigger picture in the overall environmental impact of Plant Bottle packaging. Regardless, I still believe Plant Bottle packaging is a very smart strategy.
Paul,
I also think this is a smart move by Coca-Cola. Interbrand has cited this as their #1 global brand for years now, so when they make a major move or commitment to something, it usually sends ripples throughout the CPG industry. I don’t doubt that Coke will educate the public about the benefits of its new packaging. Agreed. Dave made many excellent points in his comments. There are very many things to consider when companies are seeking greener packaging.
Here’s a great example:
Stonyfield Farm’s initiative, switching from #2 plastic cups to #5 thermoform plastic cups for its yogurts, reduced its overall packaging by 17% thanks to the thinner-walled #5 cups. The #5 cups are NOT recyclable as the #2 cups were, but they’re lighter and reduce shipping costs. In addition, in true Stonyfield Farm fashion, the company is working with TerraCycle to repurpose used yogurt cups to repackage new consumer products. Proof that many aspects must be weighed when making decisions about greener packaging.
Thanks for weighing in, Paul. I appreciate it.
The gist: Coca-Cola has debuted its new PlantBottle™ made through a proprietary process that turns sugar cane and molasses into one of the components for its PET plastic bottles. The company is also researching other plant materials that might be used in future editions of the PlantBottle™. Since PET plastic bottles are made from petroleum, and Coke’s new packaging is made from a combination of traditional petroleum-based PET and up to 30% plant-based materials, this represents a real breakthrough.
I follow this tip.
Thanks, DSLR for sharing the unique makeup of Cok’s new packaging with DF readers, and for taking the time to define PET. I probably should have done that in my post, but was reluctant to make it too long. I appreciate your doing this. As I’ve noted on more than one occasion: there is no such thing (yet) as a completely green package, but we’re getting there in small–and sometimes major–increments. Thanks for your excellent, easy-to-understand explanations, DSLR. I know DF readers will appreciate it.
Sorry for the typo in the first sentence of my response to DSLR Battery Grip. It should have read: “. . .Coke’s new packaging. . .”, of course. Must be Friday. . .
* Would you as a consumer be more likely to purchase a Coca-Cola beverage brand packaged in the PlantBottle™ just because it’s more sustainable? Even if it means ceasing to buy another brand you currently prefer?
YES, it would, oddly enough.
* When buying foods, beverages and other consumer products, does greener packaging factor into your purchase decision?
YES, but it never has before — this is a very recent thing for me, and yes, I would actively support a company that is demonstrating in a real, hands-on way that it is committed to being Green.
* If you don’t currently, would you purchase products in more sustainable packaging if manufacturers communicated about it better? Where would you prefer to learn about green options–on the packaging itself? On company branded web sites? In store? All of the above?
ON THE PACKAGING ITSELF. Having it on the website might spark my interest but it would come with a good measure of skepticism (think Green Washing). But to hold it in my hand and know it’s truly an innovation that will help the planet — yes, not only would I switch brands, I’d pay a little more too.
Contrary to many other commentors, I have to say that I wouldn’t switch brands or pay more for “green” packaging. To be candid, that’s an “innovation” that I just expect that manufacturers are constantly driving towards, and I don’t think it’s the responsibility of the consumer to “demand” or “reward” manufacturers for doing the expected. Nonetheless, all things being equal (which they never are) I would tend towards buying from manufacturers that are more socially responsible.
Thanks, Jerry, for taking the time to answer my questions with such honesty. You know, many consumers are just like you. They’ve become more recently aware of sustainable packaging. They’re also becoming more concerned about where all that packaging is going once they’ve purchased and used up products. Good for you, Jerry. If we all do our bit, we can all do a lot to clean up a major problem. Thanks for weighing in.
Thanks, Don, for your honest insights. You’ve echoed the sentiment of many consumers out there. I believe you’re right. Eventually, most manufacturers will offer their products in more sustainable packaging. It’s the right thing to do. . .regardless of the mounting political and popular sentiment to do so. Still, you’ve hit on something important when you stated: “Nonetheless, all things being equal (which they never are) I would tend towards buying from manufacturers that are more socially responsible.” Let’s face it, it makes us feel good to do our bit to clean up our world.
Thanks for weighing in, Don. You’ve added a great deal to this post.
I applaud Coke for their initiative since they are market leaders in this arena. Beyond this, I certainly hope this technology will be shared with other players.
I would definitely buy a beverage in a Plantbottle!
Good for you, Cecelia. You are right and you’ve hit on an important point. Coke is the market leader in cola beverages and the fact they have gone to more sustainable packaging will have a huge ripple effect in the entire industry. This is in fact, what market leadership is all about, isn’t it? Thanks for weighing in, Cecelia. I appreciate it.
* I would not purchase a Coca-Cola beverage brand packaged in the PlantBottle™ just because it’s more sustainable and if it means ceasing to buy another brand I currently prefer— no way! Green is not the end all. I really like Coke and if Pepsi gets green packaging it still taste like Pepsi. I will not like the taste more because of the package… Maybe if the comparison was Sierra mist vs. Sprite… I would mostly likely prefer the green packaged soda.
* Greener packaging factors into my purchase decision but usually because it tells me if the product is green. I don’t buy because the package is green but rather because the contents are green. Because of green packaging I now only use Marcal which I never used before and some green cleaning products…. Btw I am looking for a green anti-bacterial orange scented cleaner for my kitchen…
*I prefer to learn about green options–on the package itself. After buying a consumer product I may (mostly likely not) check out the website… so information on the website might keep me as a customer but not make me a customer.
Thanks, Jasmine, for your thoughtful and honest answers to my questions. Many consumers feel as you do: they continue to buy what they prefer, greener packaging or not. If they like the taste of a certain soft drink or food, they continue to purchase it. For those consumers, more sustainable packaging is not their first, overriding concern. However, as another Daily Fix reader rightfully pointed out: as the leader in the category, Coke’s decision to package in more sustainable packaging will lead the way to its competitors’ decisions to do the same. Eventually, all of our favorite brands will come in more sustainable packaging. That’s good news for all of us.
P.S. try Citra-Solv for a terrific green, orange-scented cleaning product.
Thanks, Jasmine, for adding a lot to this post.
Does it absolve you of responsibilities of degrading environment by e PET bottles – whether PET or so called Plant Bottles. It’s a sin being committed because you know that PET is harmful to the environment. The companies should think about ountain Dispensors serving in Paper Glasses. Because that will be better than PET if not the best solution. At the end, Paper also comes at the cost of environment
Travel Indiapress,
Thanks for your observations. Products are manufactured and packaged for consumption all over the world, adding an alarming amount of waste everywhere. I think it’s better to seek solutions that enable us to recycle as much as we can. We can repurpose and reuse a great deal to manufacture new products and packaging from the waste. PET is recyclable. The problem is what to do with the rest that ends up in landfills. Using biodegradables may not break down as quickly and easily, but it does eventually, and that’s still preferable to what we used to do in the past. As China and India become much larger consumers of world goods, these countries will have to find solutions to their growing waste problems just as we have to in the West.
Our solutions are far from perfect, but we are working to eliminate as much as we can from the waste stream. It takes time to research and find optimal solutions. I’m encouraged by what’s being done around the globe.
Thanks for weighing in, Travel Indiapress. I appreciate it.