What’s Surprise Bringing Coca Cola as It Unveils New Sustainable Packaging Move

Coca Cola’s latest sustainability push is drawing global attention after Coca Cola HBC introduced a new cardboard handle system to replace plastic shrink wrap in multipacks. The Lift Up handle, now being tested in Austria, marks a major shift in how large beverage packaging could evolve in 2025 and beyond.

The company says the new design reduces plastic waste and supports its long-term sustainability goals. Industry partners DS Smith and Krones helped develop the new fiber-based system, which is fully recyclable and tailored for 1.5 liter soda multipacks.

Lift Up Packaging Test Shows What’s Surprise Bringing Coca Cola in 2025

Coca Cola HBC created Lift Up to replace traditional plastic shrink wrap with a cardboard handle that consumers can easily carry and recycle. According to company figures, removing shrink-wrap plastics from this product line could eliminate around 200 metric tons of plastic each year. Reuters and other global outlets have reported on rising industry pressure to cut fossil fuel–based plastic packaging, making this shift a notable development.

The Lift Up handle is made fully from recyclable cardboard, reducing reliance on plastic films that contribute to landfill waste and carbon emissions. Coca Cola HBC also launched a wraparound label made from recyclable materials. This aims to reduce the need for plastic marketing labels and further decrease the environmental footprint of beverage packaging.

Other packaging innovators have tested paper rings, compostable materials, and biodegradable bioplastics. Coca Cola HBC’s adoption of fiber-based packaging signals growing momentum in the industry toward sustainable alternatives supported by manufacturing partnerships.

Company representative Marcel Martin said the Lift Up system aligns with Coca Cola HBC’s goal of reaching net-zero emissions by 2040. He noted the company will continue investing in sustainable packaging that reduces waste and lowers emissions across supply chains. The Forest Stewardship Council has also commented on responsible fiber sourcing, emphasizing that sustainable forestry can help balance the environmental impact of fiber-based materials.

The test in Austria is seen as a pilot for wider rollout across Europe if consumer responses and operational results meet the company’s standards. Many retailers and environmental groups have encouraged consumers to recycle fiber packaging correctly, as this remains key to the success of circular packaging systems.

How the Change Could Influence the Beverage Market

The move could influence other beverage producers that are under pressure to reduce single-use plastic. Short-term effects may include shifts in packaging supply chains and increased investment in renewable materials. Longer-term effects could change how soft drink multipacks are designed and sold across Europe.

Consumers may also see improved recycling clarity, as cardboard-based materials tend to be easier to sort and repurpose in most recycling systems. The broader industry trend could lead to new packaging standards in 2025 as global brands adjust to stricter sustainability regulations and rising consumer expectations.

Coca Cola’s Lift Up test highlights what’s surprise bringing Coca Cola to the global packaging conversation. The company’s shift to fiber-based solutions may set a new benchmark for beverage sustainability in the coming years.

FYI (keeping you in the loop)-

Q1: What is Coca Cola’s new packaging system?

It is a cardboard handle called Lift Up. It replaces plastic shrink wrap in 1.5 liter multipacks. It is fully recyclable and now under testing.

Q2: Why is Coca Cola HBC replacing shrink wrap?

The company aims to reduce plastic waste and carbon emissions. Removing shrink wrap could save about 200 metric tons of plastic yearly.

Q3: Where is the Lift Up system being tested?

The test is taking place in Austria. Wider rollout may follow if the pilot is successful.

Q4: Who helped develop the Lift Up handle?

DS Smith and Krones partnered with Coca Cola HBC. Both companies specialize in packaging and machinery solutions.

Q5: How does this affect consumers?

Consumers get easier recycling options and reduced plastic waste. The cardboard handle is simple to carry and dispose of properly.