Coca-Cola HBC — a major bottling and packaging partner for Coca-Cola — has introduced a new sustainable packaging option that could significantly reduce the company’s plastic footprint. According to Manufacturing Digital, the innovation is currently being piloted in Austria and represents a first-of-its-kind solution for Coke’s beverage multipacks.
Working alongside DS Smith and packaging technology company Krones, Coca-Cola HBC developed Lift Up, a cardboard-based carrier designed to replace the plastic shrink wrap typically used on 1.5-liter bottle bundles. The handle-and-carrier system is fully recyclable and made from fiber materials.
Although the design is straightforward, its impact could be substantial. Plastic packaging relies heavily on fossil fuels, contributing to climate-warming emissions and widespread pollution. Cutting out these materials helps limit the environmental damage associated with oil- and gas-based plastics, from extreme weather linked to rising emissions to the growing presence of microplastics in ecosystems and food supplies.
Coca-Cola HBC estimates that adopting Lift Up will eliminate roughly 200 metric tons of plastic every year while also reducing emissions across production, packing, and logistics. The company has also introduced a recyclable wraparound label as an alternative to other plastic marketing materials. Similar efforts in the packaging world — such as paper-based rings for multipacks or compostable bioplastics — have shown strong promise.
Marcel Martin, representing Coca-Cola HBC, said the move is part of the company’s long-term vision to reach net-zero emissions by 2040. “We’ll continue to innovate, collaborate, and invest to deliver our beverages in more sustainable ways,” he noted.
While fiber-based packaging isn’t impact-free — it still requires harvesting trees and involves industrial emissions — its environmental cost can be reduced. As Sarah Billig, President of the Forest Stewardship Council, told The Cool Down, responsibly managed forests and the increasing use of renewable energy can help lower that footprint.
Consumers can also influence progress by choosing brands that prioritize plastic-free or low-waste packaging. And understanding local recycling options ensures that materials like Lift Up can be reused effectively, supporting a more circular system overall.