DS Smith PLC, the leading global sustainable fibre-based packaging company, has partnered with Coca-Cola HBC Austria to replace plastic shrink wraps on 1.5-litre PET multi-packs with a recyclable cardboard-based solution. The new packaging, branded DS Smith Lift Up, was rolled out to Austrian supermarkets in September 2023 and is expected to help remove around 200 tonnes of plastic from the market each year.
Developed using DS Smith’s Circular Design Metrics approach, Lift Up is a 100% recyclable corrugated handle that combines functionality with sustainability. The handle offers a soft grip for improved consumer comfort and can be adapted for various bottle sizes. It is produced in collaboration with Krones, a leading packaging machinery manufacturer.
According to DS Smith, the innovation supports the company’s commitment to circular packaging design and reduced material use. “We are proud to partner on this innovative packaging solution, driving out unnecessary waste and single use plastic,” said Stefano Rossi, CEO of DS Smith’s Packaging Solutions Division. “The DS Smith Lift Up concept was designed using DS Smith’s Circular Design Metrics approach, so it uses the least amount of material possible, reduces impact on the environment and looks fantastic in stores and supermarkets. Collaboration with our partners Coca-Cola HBC and Krones is key to reducing single use plastics and delivering innovative change at scale.”
Coca-Cola HBC Austria’s Chief Corporate Affairs and Sustainability Officer, Marcel Martin, described the project as “the first-ever packaging solution of its kind for 1.5-litre multipacks of Coca-Cola, Fanta and Sprite.” He added: “It’s the result of our entrepreneurial mindset, an absolute belief in collaborating with trusted partners and our focus on reaching net zero emissions by 2040.”
The company highlighted that the move aligns with its long-term sustainability goals, including maintaining top rankings in the Dow Jones Sustainability Index and MSCI ESG Ratings.
The new Lift Up packaging will be applied across Coca-Cola HBC Austria’s portfolio of brands including Coca-Cola, Fanta, Sprite and Mezzo Mix, marking another step in the company’s strategy to eliminate single-use plastics and advance its transition to circular packaging.
