Last year, 70 tons of plastic liner waste was recycled through the partnership with Avery Dennison

Coca-Cola European Partners (CCEP) has teamed up with the label company Avery Dennison, recycling waste management company Viridor, and plastics company PET UK to reduce carbon footprints and create 90 million Smartwater bottles from label waste.

“Our economy needs to evolve from the current ‘take-make-dispose’ model and we need a more circular, longer term way of thinking,” Joe Franses, director of corporate responsibility and sustainability for CCEP, told Beverage Daily.

“Businesses which can truly be innovative with the products and services they provide, optimizing the resources the use and encouraging consumers to do the same, have the potential to transform our economy.”

By reusing bottle liners instead of incinerating or disposing them, CCEP is expected to save ‎around £25,000 annually.

Avery Dennison, which launched in 2014, has partnered with numerous other beverage brands that want to save money and have a more positive impact on the environment, Xander van der Viles, sustainability director for Avery Dennison, told Beverage Daily.