Sprite’s label-less packaging

Case Study / By

State | Country: Great Britain
Link: Coca-Cola, Great Britain

a Vision for the future

In early 2024, Coca-Cola Great Britain, in partnership with Coca-Cola Europacific Partners (CCEP), launched a transformative packaging initiative: Sprite bottles without labels, dubbed as “Naked Sprite Bottles.” This innovation marks a significant pivot in packaging design for consumer goods, and aligns with Coca-Cola’s global vision for a World Without Waste. This initiative is being piloted in select Tesco stores across Great Britain, making it the first large-scale label-free PET bottle rollout by a major beverage brand in the UK market.

embracing sustainability in home appliances

Traditionally, plastic bottles include shrink-wrap or glued labels that display branding, nutritional information, and recycling instructions. These labels, though necessary for branding, complicate the recycling process as they must be removed or separated during material recovery. With naked bottles, Sprite removes the plastic label entirely. Instead:
1) The brand and regulatory information are embossed directly into the bottle mold.
2) Caps retain color for brand recognition (green for Sprite), aiding in differentiation without labels.
3) A laser-etched QR code is included for accessing nutritional and product data digitally.

This move contributes to circular economy principles in the following ways:

1. Design for Recycling: Label-free bottles simplify the recycling process:
  – Reduces contamination in PET recycling streams.
  – Eliminates the need for chemical or manual label removal.
  – Ensures bottles are 100% recyclable, and ready for closed-loop recycling into new food-grade bottles.

2. Material Reduction
  – Eliminates label film and adhesives, reducing packaging material footprint.
  – Less energy and fewer materials used in manufacturing.

3. Consumer Education via QR
  – The QR code enables digital engagement, fostering consumer awareness about recycling and sustainability.

4. Ease in Automated Sorting
  – Clear, label-free bottles are easier to sort in recycling facilities using optical scanners.

This aligns closely with EU and UK regulatory shifts favoring Extended Producer Responsibility (EPR), deposit return schemes (DRS), and eco-design directives aimed at recyclable packaging.

 

Market Implications & Future of Product Design : 

The naked bottle is not just a sustainability move—it redefines packaging as a functional and minimalist brand medium. This has wide-reaching market implications:

1. Shift in Branding Strategy

  • Brands must now explore non-label branding mechanisms, such as embossed design, color-coding, cap personalization, and digital experiences.
  • Encourages minimalist aesthetics, appealing to environmentally conscious consumers.

2. Digital Transformation: QR-enabled packaging invites smart packaging strategies:

  • Personalized promotions
  • Nutritional transparency
  • Recycling instructions based on local facilities
  • Traceability of recycled content

3. Retail & Consumer Response
Consumers increasingly value sustainable and clean design.
Retailers like Tesco gain a green branding advantage by promoting label-free products.
There is potential to influence purchasing behavior, especially among Gen Z and Millennials

What Other Companies Can Learn

1. Design for Systems, Not Just for Products
Companies should align product design with end-of-life systems—such as municipal recycling capabilities and closed-loop infrastructure.

2. Functional Branding
Start moving away from disposable branding assets (like labels) and invest in design-centric packaging that uses embossing, texture, or color coding.

3. Leveraging Digital Tools
QR codes and NFC technologies can be used for: Regulatory compliance (e.g., ingredient lists), Sustainability storytelling.

4. Collaborate with Supply Chains: To replicate Sprite’s success, firms must work with:

  • Bottle manufacturers to adjust molds and production lines.
  • Retailers to pilot innovations.
  • Recyclers and policymakers to ensure compatibility with sorting and recycling systems.

The Sprite Naked Bottle initiative is a landmark case of design innovation for circularity. It demonstrates how reducing packaging complexity can yield system-wide benefits—from easier recycling to reduced waste and better consumer engagement. While still in pilot phase, its success could set a precedent for zero-label packaging across the beverage and FMCG industry. As industries worldwide seek to meet climate goals and ESG commitments, Sprite’s initiative offers a blueprint: design must evolve from linear consumption to circular integration—rethinking materials, aesthetics, and technology to serve sustainability and business simultaneously.