The new hit of Coca-Cola makes its debut in Hungary

Hungarian consumers could try for the first time the innovative paper bottle prototype developed by Coca-Cola and the Danish Paboco startup last year. In the second quarter of the year, 2,000 domestic customers will be able to meet the new type of packaging solution.

During the first European market test, Coca-Cola’s plant-based beverage, AdeZ, will be presented in a new paper bottle and will reach consumers through a partnership with Kifli.hu, one of Hungary’s fastest-growing online food retailers.

According to Pénzcentrum, the paper bottle prototype developed in collaboration with scientists at Coca-Cola’s research and development laboratory in Brussels and the Danish Paper Bottle Company (Paboco) is part of the soft drink manufacturer’s “A World Without Waste” strategy. The commitments of the project include that by 2030, Coca-Cola will collect and recycle 100% of its packaging materials.

One of the goals of the “A World Without Waste” project is to develop innovative packaging solutions that enable a circular economy.

The technology developed by Paboco aims to create 100% recyclable bottles made from sustainably sourced wood with a bio-based liner suitable for storing liquids such as carbonated and non-carbonated beverages, beauty products, and other everyday consumer products. In the current prototype, in addition to the paper cover, the lining and cap are made of recyclable plastic.