Lucozade Ribena Suntory announced an ambitious redesign programme to redesign its best-selling 500ml Ribena bottle. This is the company’s latest move to ensure its packaging is fully recyclable within the UK’s current recycling infrastructure.
The company pledges 100% of its plastic packaging is reusable, recyclabe or compostable by 2025.
The redesign is an exciting opportunity for Lucozade Ribena Suntory to enhance Ribena’s brand equity in consumers’ minds as a forward-looking brand. Ten years ago, Ribena became the first UK soft drink brand to use bottles made from 100% recycled plastic (rPET), preventing 40,000 tonnes of additional plastic from being produced. In January 2019, Ribena’s best-selling bottle was light-weighted, removing a further 325 tonnes of plastic from production annually.
The company appointed design agency Seymourpowell to lead the redesign, following an in-depth agency pitch process which began in the summer of 2018.
This redesign is an opportunity to broaden the consumer perception of packaging, encouraging people to consider the full life of a bottle when purchasing Ribena, a brand which is passionate about its role in the circular economy.
A key part of the redesign will be the reduction of the full printed sleeves that cover some of the manufacturer’s bottles.
By reducing the sleeves and increasing their transparency, automated sorting machines in UK recycling centres will be better able to identify the packaging and ensure that each bottle has the optimum chance of being recycled back into plastic bottles.
Speaking about the redesign, Charlotte Flook, Head of Ribena at Lucozade Ribena Suntory said, “We are really excited about what the future holds for Ribena, which will be available with a new bottle and label from 2020. We wanted to find a design partner who would work closely with us to really celebrate Ribena’s brand personality and maintain in-store impact. Seymourpowell impressed us with its ability to get to the heart of the brief and has inspired us with its ideas which will help grow the brand while pushing the boundaries of our sustainability credentials.”
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