Coca Cola’s latest sustainability push is turning heads worldwide after Coca Cola HBC rolled out a new cardboard-based handle system designed to replace plastic shrink wrap in multipacks. The new “Lift Up” handle—now being tested in Austria—could mark a big shift in how major beverage companies package drinks in 2025 and beyond.
The company says the design cuts plastic waste while supporting long-term sustainability goals. Packaging leaders DS Smith and Krones partnered with Coca Cola HBC to develop the fully recyclable fiber-based system, built specifically for 1.5-liter soda multipacks.
Lift Up Packaging Test Hints at Coca Cola’s Next Big 2025 Surprise
Coca Cola HBC created Lift Up to replace traditional shrink wrap with a durable cardboard handle that’s easy for shoppers to carry—and even easier to recycle. Company estimates show that eliminating shrink wrap from this product line could remove roughly 200 metric tons of plastic every year. As Reuters and other global outlets have noted, beverage companies are under growing pressure to cut fossil-fuel-based plastics, making this trial especially significant.
The Lift Up handle is made entirely of recyclable cardboard, reducing dependence on plastic films that contribute to landfill waste and higher carbon emissions. Coca Cola HBC has also introduced a recyclable wraparound label meant to replace plastic marketing labels and further shrink the company’s packaging footprint.
Across the industry, companies have experimented with paper rings, compostable materials, and biodegradable bioplastics. Coca Cola HBC’s move toward fiber-based packaging highlights the growing momentum behind sustainable alternatives, powered by deeper collaboration across manufacturing and packaging suppliers.
Coca Cola HBC representative Marcel Martin said the Lift Up system supports the company’s goal of hitting net-zero emissions by 2040. He added that the company plans to continue investing in packaging that cuts waste and lowers emissions throughout its supply chain. The Forest Stewardship Council also weighed in, stressing that responsible fiber sourcing helps offset the environmental footprint of fiber-based materials.
Austria’s pilot launch is widely seen as a test case for potential expansion across Europe. Retailers and environmental advocates are urging consumers to recycle fiber packaging properly—an essential step for making circular packaging systems successful at scale.
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How This Shift Could Reshape the Beverage Market
Coca Cola’s packaging pivot could push other beverage brands to rethink their reliance on single-use plastics. In the short term, the move may disrupt packaging supply chains and accelerate investment in renewable materials. In the long run, it could transform how soft drink multipacks are designed, packaged, and sold across Europe.
Consumers may also benefit from clearer recycling options. Cardboard and fiber-based materials are easier to sort and repurpose in most recycling systems, and the broader industry shift could pave the way for new packaging standards in 2025 as brands respond to tighter environmental rules and rising customer expectations.
Coca Cola’s Lift Up trial shows what’s propelling the company back into the global packaging spotlight. Its transition toward fiber-based solutions could become a new benchmark for beverage sustainability in the years ahead.
FYI: Quick Answers to What’s New
Q1: What is Coca Cola’s new packaging system?
A fully recyclable cardboard handle called Lift Up. It replaces plastic shrink wrap in 1.5-liter multipacks and is currently in testing.
Q2: Why is Coca Cola HBC replacing shrink wrap?
To cut plastic waste and lower carbon emissions. Removing shrink wrap could save about 200 metric tons of plastic each year.
Q3: Where is the Lift Up system being tested?
The pilot is underway in Austria. A broader rollout may follow depending on results.
Q4: Who helped develop the Lift Up handle?
DS Smith and Krones, both known for innovation in packaging and manufacturing systems.
Q5: How does this affect consumers?
Consumers get easier recycling options, less plastic waste, and a sturdier cardboard handle that’s simple to carry and dispose of responsibly.
