7UP to transition to clear bottles

7UP bottles are to transition from their existing green colour to clear PET for the first time, PepsiCo has announced.

The move comes after research from Britvic found that consumers would be more likely to recycle 7UP in a clear bottle, thus helping PepsiCo in its goal to ensure its bottles are optimised for a circular economy.

The new bottle will be rolled out across 7UP Regular, 7UP Free and 7UP Free Cherry, with the labels also undergoing a refresh. PepsiCo said that the new look will highlight its ‘much-loved’ fruit flavours, with 50% larger lemon and lime imagery, and clear sustainability messages. ‘Clearly 100% Recyclable. Cleary 7UP’ will also be printed on the label.

Tom Fiennes, UK commercial sustainability director at Britvic, commented “As the UK’s number one lemon and lime drink, we wanted to take a step towards ensuring further transparency with our consumers – both in our actual bottle designs and by clearly highlighting the recyclability messaging. We know that consumers want more information on recycling, showing how important it is to offer strong and simple communication on pack.

“As our greenest 7UP bottle yet, the move should increase the likelihood that people will recycle the bottle effectively, and the updated design also brings the sustainability messaging front and centre, so consumers are confident in their recycling decisions.”