CCEP’s Investment into Eliminating Its Virgin Plastics Use

It is inspiring to witness companies acknowledging their environmental footprint amidst the escalating plastic waste predicament around the globe.

Coca-Cola Europacific Partners (CCEP) shared their plan to invest in technology that can transform hard polyester into high-quality recycled PET (rPET). This move will strengthen their commitment towards reducing the usage of virgin plastics in their bottles.

This blog post will explore how CCEP’s collaboration with CuRe Technology is set to decrease the carbon footprint of their bottles and the implications this will have for our environment.

What is ‘polyester rejuvenation’?

CCEP has invested in CuRe Technology, a recycling start-up company, with the aim of tackling the issue of plastics that cannot be recycled. CuRe’s process involves “polyester rejuvenation” that can recycle plastics which were previously not possible to recycle via mechanical methods.

The CuRe process consists of eliminating impurities like coloured pigments from the material. The next step then involves repolymerising or “rejuvenating” the material, so that the end result is clear pellets that are of the same grade and quality as virgin oil-based PET.

This process not only prevents the incineration, downcycling, or landfilling of plastics, but also produces high-quality rPET with a carbon footprint that is approximately 65% lower than that of virgin PET.

What is CCEP’s pledge?

The recent investment by CCEP in CuRe’s ‘polyester rejuvenation’ technology, is a continuation of their partnership that began in 2020. Through this partnership, the drinks company aims to eliminate 200,000 tonnes of virgin oil-based PET from its packaging every year.

Even more impressively, CCEP has further pledged to eliminate the use of oil-based virgin plastic in their bottles by the end of the decade. This is part of their overall efforts to reduce their packaging’s environmental impact. It has been stated that the use of CuRe’s rPET in their bottles will aid in facilitating this change.

In addition, CuRe Technology has agreed to provide CCEP with rPET for its European bottles. The rPET will come from a new plant, set to commence production in 2025. This partnership will speed up the shift towards a circular economy for PET and establish a new source of rPET.

What are the benefits of a circular economy?

Embracing a circular economy can offer several advantages, such as minimising waste generation, preserving natural resources, and cutting down greenhouse gas emissions in supply chains. Companies that adopt this production model will have an advantage in meeting the growing need for sustainable products and services.

CCEP’s progress with CuRe in scaling up the production of rPET will help to reduce plastic waste and extend the usage of resources, leading to a reduced carbon footprint for the packaging industry overall.

What can consumers do to help?

As consumers, we have a crucial role to play in redefining how we consume and dispose of products. It’s worth noting that recycling is a valuable way for all to contribute, and it’s encouraging to see companies like CCEP investing in new recycling technology.

To make a greater impact, it’s important to do more than just recycle. Every one should set the focus on reducing the consumption of single-use plastic, finding ways to reuse items, and advocating for brands that prioritise sustainability.


Investing in CuRe Technology is a commendable move by CCEP towards tackling plastic waste, which also demonstrates their responsibility towards the environment. Using high-quality rPET instead of oil-based virgin plastic in their packaging production will reduce the environmental impact due to its lower carbon footprint.

Improving the rate of PET recycling, and extending the life cycle of products through the scaling up of technology, is a crucial step towards achieving a circular economy. To speed up the shift to a circular economy, it’s important for consumers to adopt more sustainable habits as well.

It’s promising to see sustainability-focused brands partnering with innovative start-ups. This collaboration gives hope for greater strides in reducing plastic waste in the future.

News Credits: CCEP makes further investment in eliminating virgin plastics

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