The study sustains a key theme in order to focus on one packaging innovation idea form the U.K branded foods and products. The study chooses Coca Cola Grate Britain as the innovator in the field of packaging. The organization's vision is to develop a more responsible plant-based alternative to the traditional mode of packaging which is made from the use of fossil fuels and non-renewable material (Hashem and MacGregor 2019). PlantBottle packaging refers to the uses of patented technology which converts the natural sugar found in plants into constituents that can be used to manufacture the PET plastic bottle.
Coca Cola Great Britain is one of the most recognized and leading manufacturers of nonalcoholic drinks. The organization is responsible for managing 20 brands and a wide range of drinks (Hashem and MacGregor 2019). The headquarter of the organization is located in London. The organization employed 134 members in London which are accountable to accomplish all the predefined goals of the organization. In terms of global exposure, Coca-Cola acquired 500 brands globally. Coca Cola Great Britain includes several brands that comprise of Coca-Cola zero sugar, coca-cola classic and so on.
It has been great pressure on the beverage manufacturers to adopt sustainability in the area of packaging. Coco cola is considered as the innovators in the field of adopting sustainability at its maximum height. The organization adopts PlantBottle in order to pack the drink which is manufactured by natural sugar source that is sugarcane (Knotsen 2016). It has been noted that the organization use approx. 30 per cent sugarcane as the base constituent to form the packaging. Plantbottle is manufactured from the bend of two constituents that comprise of plant sugar material and petroleum-based material. In past years, the organization uses a PET plastic bottle which is manufactured by fossil fuel and petroleum-based material to generate main ingredients used in the manufacturing process (Stewart 2019).
There are various benefits of using Plantbottle in the packaging of drinks as it has a low carbon footprint and it is also considered as the world's first biodegradable PET plastic bottle of the beverages. This also reduces the dependency on the non-renewable resources in terms of manufacturing the bottles for drinks. As per the life cycle analysis, it has been noted that using PlantBottle reduces the carbon emission rate by 25 per cent as compared to conventional PET bottles of plastic. Apart from this, organization has various plans in the field of research and development in order to extract sugar from the plant waste for the manufacturing of PlantBottle.
In addition, the organization drives its focus on the plans to make use of other natural resources which includes fruit skins, barks in order to manufacture the PlantBottle for the packaging of the drinks. The organization's vision is to produce zero waste and provide surroundings of recyclable plastic with a minimum carbon footprint. This innovation leads the organization into new heights and setting an example for other organizations. Several organizations adopted this technique and aid in developing zero waste in the organization.
Figure 1: Coca-Cola PlantBottle
In the present world, consumers are being more aware of changes that directly impact the environmental condition. Immense use of plastic will lead to affect the environmental condition and lead to severe problems in the future. So, customers choose the options that are more favourable to the environment. The organization acquires the same approach to manufacture the bottles which are manufactured by the less use of non-renewable resources. Packaging maintains the freshness of the drink as well as sustainability from the customers’ point of view (Iswanto and Eclesi 2019). The availability of resources which are used to manufacture the PlantBottle is highly available. It is noted that 30 per cent of the sugarcane is used to manufacturing the ingredient of packaging. The packaging performance of PlantBottle is very efficient as it acquires a low carbon footprint and decreases the dependency of packaging on non-renewable resources.
Packaging value formula that organization used as the references to determine the packaging value is referred to as
Packaging value= Product benefit+ Package benefit+ Experience/Cost
It is concluded that innovative approaches are acquired by the organization in the field of packaging of beverages. This is become the moral responsibility of the organization to adopt the techniques that will help to reduce the environmental problem and aids to provide the good environmental condition. The study has chosen Coco cola Great Britain organization as an innovator in the field of packaging beverages in the most sustainable and attractive way. The organization manufactures PlantBottle to pack the drinks as it is affordable, reliable, and sustainable.
Hashem, K.M., He, F.J. and macgregor, G.A.2019. Labelling changes in response to a tax on sugar-sweetened beverages, United Kingdom of Great Britain and Northern Ireland. Bull World Health Organ, 97,818-827.
Iswanto, T. And Eclesi, M. 2019. Eksperimen terhadap minat beli produk coca-cola dengan kemasan ramah lingkungan plantbottle di sem;arang (doctoral dissertation, unika soegijapranata semarang) 389-457.
Knotsen, M., 2016. Plantbottle Packaging: Making Big Ideas Happen (No. 1460-2016-120-555).
Stewart, R., 2019. Voluntary National Review of progress towards the Sustainable Development Goals: United Kingdom of Great Britain and Northern Ireland, June 2019 (520-630).
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