Coca-Cola’s Paper Bottle Trial: Innovating Beverage Packaging for Sustainability

Coca-Cola is pioneering paper-based bottles to reduce single-use plastic and advance sustainable packaging innovation.

By Sneha Tete, Integrated MA, Certified Relationship Coach

Created on Sep 27, 2025

Coca-Cola is pioneering paper-based bottles to reduce single-use plastic and advance sustainable packaging innovation.

In a bold stride toward reducing single-use plastic waste, Coca-Cola has begun consumer trials for its prototype paper bottle in Hungary. This highly anticipated launch is a key milestone for the beverage giant and the broader packaging industry, reflecting a growing commitment to develop sustainable alternatives that can reshape how we manufacture, use, and recycle beverage containers.

Background: Why Rethink Plastic Bottles?

The environmental impact of single-use plastic packaging has become a global concern. Ubiquitous PET bottles, which are slow to decompose and difficult to recycle at scale, have prompted both consumer and regulatory demand for new solutions. Beverage brands, including Coca-Cola, are increasingly scrutinized for their contributions to plastic waste, motivating ambitious research into alternative packaging formats.

Plastic bottles take hundreds of years to decompose in landfills.
Global beverage companies sell billions of plastic bottles annually.
Recycling rates remain low; much plastic ends up in oceans and natural environments.

Coca-Cola’s paper bottle initiative arises as part of its “World Without Waste” campaign to collect and recycle a bottle or can for every one sold by 2030, and to reduce its use of virgin packaging materials.

Introducing the Paper Bottle Prototype

The paper bottle technology has been co-developed by Coca-Cola’s Brussels-based R&D team and The Paper Bottle Company (Paboco), a Danish startup supported by ALPLA and BillerudKorsnäs. Paboco collaborates with multiple consumer brands (including Carlsberg, L’Oréal, and Absolut) to push the boundaries of sustainable packaging innovation.

First-generation prototype features a robust paper shell.
Contains a recyclable plastic liner and cap for liquid containment and product safety.
Designed for still or carbonated beverages, beauty products, and other liquids.

The ultimate goal is to engineer a bottle that is entirely made from sustainable wood fibers and biodegradable components, with no plastic liner—making it fully recyclable as regular paper.

Hungary: First Market Trial

The trial is being conducted in Hungary via Kifli.hu, a leading online grocery retailer. Coca-Cola is deploying 2,000 bottles of AdeZ, a popular plant-based beverage, in this pioneering form.

Limited trial: 2,000 paper bottles available exclusively online.
Targeted at a highly engaged, sustainability-oriented consumer base.
Aims to assess real-world performance and consumer feedback.

Daniela Zahariea, Director of Technical Supply Chain & Innovation for Coca-Cola Europe, called the trial a “milestone” that represents a significant advance in developing new packaging, for both marketplace viability and environmental progress.

The Design: Features and Materials

The prototype bottle is a synthesis of sustainably sourced wood fibers and a thin recycled plastic liner and cap. Its materials and manufacturing are guided by stringent safety and quality standards for food and beverage packaging.

Component	Description
Paper Shell	Outer structure made from wood fibers; provides rigidity and insulation
Plastic Liner	Thin inner layer to contain liquids and ensure barrier protection
Plastic Cap	Recyclable closure; maintains product freshness and safety

Wood for paper comes from certified sustainable forests.
Plastic elements use recycled content, minimizing reliance on virgin plastic.

The innovation challenge remains in developing a fully bio-based barrier that matches the performance of current plastics, particularly in retaining liquids, preventing leakage, and withstanding pressure from carbonated beverages.

The Road to 100% Paper: Technical Challenges

While the trial marks a dramatic step, Coca-Cola and Paboco emphasize that the project remains in early-stage development. Extensive laboratory testing is underway to validate both the durability and liquid barrier properties of the bottle—especially under conditions of refrigeration or transport.

Current prototype uses plastic liner to prevent leaks and contamination.
Next-generation designs aim for bio-based coatings that resist water vapor, oxygen, and CO2 transmission—the main technical hurdles for packaging liquid goods.

Stijn Franssen, R&D Packaging Innovation Manager for Coca-Cola Europe, highlights that the team is “moving in uncharted territory” and must “invent technical solutions as we go along.”

Consumer Insights: What Do Shoppers Think?

The Hungarian market trial is designed to gather real-world feedback from consumers regarding the performance, look, feel, and recyclability of the paper bottle. Customer reaction will influence the future iterations, availability, and design features. Among issues under review:

Ease of use: Does the bottle perform as reliably as plastic in convenience, handling, and opening?
Brand perception: Does the bottle feel premium, or does paper suggest a lower quality?
Recyclability: Are consumers correctly sorting and recycling the bottles as paper?
Environmental impact: Are buyers motivated by sustainability messaging?

Paboco’s Michael Michelsen emphasizes that consumer engagement and feedback are crucial for evolving the prototypes to mainstream adoption.

Industry Collaboration and Vision

The paper bottle is a product of unique cross-industry collaboration. The partnership includes not just Coca-Cola and Paboco, but also supply chain and packaging innovators like ALPLA and BillerudKorsnäs. These stakeholders are committed to developing and scaling bio-based, circular packaging solutions.

Allied companies leverage their expertise in paper manufacturing, materials science, and structural engineering.
Research centers in Brussels and Denmark conduct performance testing and iterative design.
Collaborators from beverage, cosmetic, and consumer goods sectors share learnings to maximize impact.

Environmental Significance and Long-Term Goals

Coca-Cola’s goal is not just to develop a paper bottle, but to fundamentally transform package waste management. The initiative aligns with broader environmental ambitions:

World Without Waste: Collect and recycle every bottle or can sold by 2030.
Switch to 100% recyclable packaging materials across brands.
Substantially reduce the use of virgin plastics in manufacturing.
Support innovation clusters focused on circular economy design.

Success would mean beverage bottles that can be recycled with other paper goods—reducing landfill and marine debris, and lowering carbon emissions tied to plastic production.

Potential Impacts: Beyond Beverages

Paboco envisions paper bottles as suitable for a wide range of industries:

Carbonated and still drinks
Plant-based beverages
Cosmetics
Household products

If technology scales, major reductions in single-use plastic are possible, making paper packaging the norm for everyday consumer products.

Remaining Obstacles and Future Prospects

Despite promising progress, several obstacles remain before paper bottles can dominate beverage packaging:

Barrier technology: Must ensure integrity for liquids—especially for carbonated drinks.
Scalability: Manufacturing processes for paper bottles must match the scale and efficiency of existing PET production.
Cost: Materials and production costs must be competitive with plastic to ensure mainstream adoption.
Consumer behavior: Recycling systems and public education must evolve to handle new formats.

Frequently Asked Questions (FAQs)

Q: What beverage is being tested in Coca-Cola’s paper bottles?

A: The paper bottle trial is for AdeZ, Coca-Cola’s plant-based beverage, available in 2,000 bottles in Hungary.

Q: What are the main materials in the current paper bottle prototype?

A: The bottle is made from sustainably sourced paper fibers, with a thin recycled plastic liner and cap to ensure safety and product integrity.

Q: Who developed the paper bottle technology?

A: It was developed by Coca-Cola’s R&D team in Brussels, in partnership with The Paper Bottle Company (Paboco), and supported by packaging industry leaders ALPLA and BillerudKorsnäs.

Q: What is the end goal for Coca-Cola’s paper bottle project?

A: The goal is a 100% paper-based beverage bottle—recyclable as paper, with no plastic liner or cap—helping end single-use plastic dependency.

Q: How can consumers recycle the prototype bottles?

A: The bottles can be recycled with other paper products if local facilities support it. Eventually, the goal is seamless recycling within paper streams.

Q: When will paper bottles be available worldwide?

A: Timing depends on technical progress and consumer acceptance in ongoing trials. Global rollouts could follow successful market adoption and further development.

Q: Will paper bottles work for carbonated drinks?

A: Testing continues to optimize the barrier for CO2 retention and leak prevention. The current focus is on still and plant-based beverages, but carbonated drinks are a future target.

Conclusion

Coca-Cola’s pioneering paper bottle trial in Hungary is a significant leap forward for sustainable packaging and global efforts to address plastic pollution. Through continued R&D, industry collaboration, and consumer engagement, the initiative may eventually redefine beverage containers for a more circular, low-impact future. While challenges remain, the company’s vision for recyclable, bio-based bottles represents an inspiring example of innovation in action.

References

Author

Sneha TeteBeauty & Lifestyle Writer

Sneha is a relationships and lifestyle writer with a strong foundation in applied linguistics and certified training in relationship coaching. She brings over five years of writing experience to thebridalbox, crafting thoughtful, research-driven content that empowers readers to build healthier relationships, boost emotional well-being, and embrace holistic living.

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