Global F&B giant Coca-Cola is accelerating its test-learn-scale approach by piloting several reusable packaging in North America – including a partnership with R.cup, which replaces single-use cups with end-to-end reusable cups for large-scale sports and entertainment venues, events, cinemas, and festivals.
The initiative is part of the company’s World Without Waste global sustainable packaging strategy, which aims to have 25 per cent of its global product volume served to consumers in reusable packaging by 2030.
According to R.cup, its reusable cups can be used with proper handling and sanitisation hundreds of times and then upcycled at the end of their lifecycle.
“Our mission is to build a movement – and ultimately an infrastructure – to support the reuse economy while creating a broader economic impact in the community,” said Michael Martin, founder and CEO of R.cup.
“Offering reusable cups is a small way we can all make a big dent in the packaging waste challenge.”
As part of the initiative, concessionaires can choose from several durable polypropylene cups – which deliver a more premium drinking experience. Once binned and collected from each location, the cups are washed, sanitised, inspected and repackaged to be used again.
In addition to handling on-site deliveries and pickups, R.cup supplies collection bins, staff training, signage, and social media content. Customers can also monitor deliveries, manage inventories, and track their environmental impact.
“We are working across our supply chain to reduce our environmental impact and ensure all of our packaging has value in the circular economy,” added Anton van Zyl, director of sustainable packaging strategy, Coca‑Cola North America.
“Partnering with innovators like R.cup is one such example where through pilots, we are experimenting, learning and expanding the options for our consumers to enjoy our beverages in reusable packaging.”
Aside from working with reusable cups, Coca-Cola says it is also considering other reusable packaging options, including returnable bottles, refillable cups for fountain dispensers, and returnable glass and plastic bottles for countries with established reuse infrastructures and supply chains.
In July, Coca-Cola Australia rolled out clear Sprite bottles for easier recycling.
