In the first European market test, Hungarian consumers are now able to try AdeZ and its innovative packaging via kifli.hu.
Coca-Cola has been developing a 100% recyclable paper bottle in partnership with Danish startup Paper Bottle Company (Paboco) since 2019. The current prototype consists of a paper wrapper, as well as a recyclable plastic liner and cap. The aim of testing this phase of development is to see how the paper packaging performs and how consumers react to it. Paboco's ultimate goal is to create a paper bottle that is fully bio-based and 100% recyclable as paper.
AdeZ plant-based beverage consumers are very aware of the importance of sustainability and are interested in innovations for achieving it, Coca-Cola says.
"With this consumer behavior in mind, the AdeZ brand is a good choice for Coca-Cola to test the prototype of the new paper bottle and its reception in a market environment," said Péter Kerekes, managing director of The Coca-Cola Company in Hungary. "The AdeZ brand has been given an important role in our portfolio as a full-service beverage company, given the strong consumer interest in plant-based beverages. The commitments of our Zero Waste World strategy are of particular importance for our company, as we have set very important targets for sustainability."
Starting today, anyone who orders an AdeZ drink in the kifli.hu online supermarket will receive a 250 ml paper bottle version too as a gift.
"One of the pillars of our company is to support sustainable development and environmental protection. We want our customers to do something not only for their own health, but also for the well-being of our environment," emphasized Péter Klekner, CEO of kifli.hu.
Consumers have the opportunity to share their opinions/experiences by filling in a questionnaire. During the test period, the company will collect the empty bottles in order to test in the laboratory how the material reacted to transport and use, and thus ensure recycling.
"We are proud to be involved in this innovation and even more pleased that the first results of our joint work will be experienced by consumers in our country. We have made a number of improvements to the packaging of our beverages in recent years to introduce ever more environmentally friendly solutions. The series of steps will now continue," said László Békefi, managing director of Coca-Cola HBC Hungary.
Réka Szabó, commercial director of kifli.hu, noted, "Sustainability permeates all our operations, so when Coca-Cola thought of us as a partner in testing the innovative paper bottle prototype, it was immediately clear that we were going to say yes."
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