The Coca-Cola Company is taking significant steps towards sustainability by initiating reusable packaging pilots in North America. In collaboration with r.Cup, the company aims to replace single-use cups with reusable ones in large venues for sports, entertainment, cinemas, festivals, and events. This initiative follows Coca-Cola’s commitment to serving 25% of its global product volume in reusable packaging by 2020. By focusing on implementing refillable cups in North America, the company aims to contribute to global reusable goals, reduce single-use waste, and limit the use of new materials. Coca-Cola is partnering with r.Cup to experiment with and expand reusable cup programmes, offering durable polypropylene cups to concessionaires. r.Cup collects, washes, sanitises, and repackages the cups for reuse, with a portion of profits directed to local nonprofit organisations addressing packaging waste issues. The company is also conducting packaging test-and-learn initiatives, including returnable glass bottle pilots and partnerships with Validfill and A&W Canada for innovative reusable cup solutions. The company’s move towards reusable packaging reflects its commitment to environmental sustainability and customer demands for eco-friendly solutions.

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