Culinology - June 2021 - 23

PACKAGING trends
" Our vision is to create a paper
bottle that can be recycled like
any other type of paper. "
Stijn Franssen, The Coca-Cola Co.
chains and carbon neutrality credentials, " Mr.
Whittaker said.
Companies are acting. Maple Leaf Foods,
Inc., Toronto, said it achieved carbon
neutrality in 2019 and labels its Maple Leaf,
Greenfield Natural Meat Co., Lightlife and
Field Roast Grain Meat Co. brands as
" carbon zero. " The logo may be found on
the front of all product packaging. Other
food companies that have or are exploring
the addition of carbon labels to products
include Unilever, Upfield Group, Mondelez
International, Quorn Foods and Oatly.
The search for alternatives
A survey of more than 15,000 consumers
The Coca-Cola Co.
is testing a bottle
with a paper shell
and recyclable plastic
lining and cap.
in Europe, North America and South America
by Trivium Packaging and the Boston
Consulting Group also identified a steady
climb in younger consumers' dedication to
sustainable living. Eighty-three percent of
those age 44 and under were willing to pay
more for sustainable packaging. The study
showed younger consumers were 23% more
inclined to pay for sustainable packaging
than older generations, with no significant
difference in income bracket or between
millennials and Generation Zers.
The survey findings concluded that
overall consumer demand for sustainable
packaging remains high despite the impact
COVID-19 had globally. Sixty-seven percent
of consumers identified as environmentally
aware. Additionally, 67% identified packaging
that is recyclable as important, 64% identified
packaging that contains recycled content as
a priority in their buying decisions, and fewer
than one in three consumers deprioritized
sustainable packaging due to COVID-19.
" No event in recent memory has had as
much impact on consumer behavior as
COVID-19 yet the majority of consumers
did not de-prioritize sustainability in the face
of the pandemic, a true testament to the
unwavering sustainability movement led by
22 | Culinology | JUNE 2021
young consumers " said Michael Mapes, chief
executive officer of Trivium Packaging.
Consumers were aligned across all
regions on identifying plastic as the most
unsustainable packaging material on the
market. Survey respondents consistently
associated plastic with undesirable attributes
such as ocean pollution, harmful and wasteful.
The concern about plastic is translating into
action, according to AMC Global, a market
research company. A survey conducted by
the company earlier this year showed people
are trying to reduce their consumption of
plastics. They are looking for alternatives to
plastics that are recyclable, reasonably priced
and reusable. And there is an expectation
brands and packaging companies will share
the expense of providing alternatives to
plastic packaging.
Food and beverage companies are
responding. This past February, The CocaCola
Co. announced a limited trial this
summer in Hungary of the company's paper
bottle prototype. The new bottle consists of a
paper shell with a recyclable plastic lining and
cap. The technology is designed to create
100% recyclable bottles made of sustainably
sourced wood with a bio-based material
barrier capable of resisting liquids, CO2
and
oxygen, and suitable for beverages, beauty
products and other liquid goods. The ultimate
goal is a bottle that can be recycled as paper.
" Our vision is to create a paper bottle
that can be recycled like any other type of
paper, " said Stijn Franssen, research and
development packaging innovation manager
for the Coca-Cola Co. " A paper bottle
opens up a whole new world of packaging
possibilities, and we are convinced that paper
packaging has a role to play in the future.
The trial will measure the package's
performance and shopper response to the
format, according to the company.
The market researcher GlobalData said
Coca-Cola's paper bottle will attract the
43% of global consumers that stated how
ethical or environmentally friendly a product is
influences their product purchasing decisions.
The move also is seen encouraging other
companies to launch plastic packaging
alternatives, and, in the long term, consumers
should expect to see paper-based bottles
appearing for other liquid products in the
hospitality, restaurant and café segment and
Culinology - June 2021

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