Coca-Cola European Partners (CCEP) has launched a new ‘twist’ bottle format and label for its Abbey Well Spring Water, designed to be more environmentally friendly and encourage consumers to recycle more.

The innovation from British designers was enabled following a £14m investment at CCEP’s bottling facility in Morpeth, Northumberland. It is claimed that the bottle requires less energy to make, transport and recycle, and uses up to 32% less plastic than in the previous bottle design.

As well as the bottle itself being more environmentally friendly, it also encourages consumers to recycle, featuring a new label with the wording ‘Recycle Me’ on the outside of the bottle and a prompt to ‘Peel Me Here!’ The reverse side features further information about the brand and the new lightweight bottle including the percentage of less plastic used vs the previous bottle and a ‘Recycle It!’ call to action image. To guide consumers on twisting their bottles for ease of recycling after use the plastic bottle features arrow contouring in two different directions as part of the design.

The new bottle is 100% recyclable, aligned with CCEP’s initiative to minimise the environmental impacts of its operations. It will be introduced for Abbey Well Still 500ml, 750ml Sports Cap, 250ml Sports Cap and Sparkling 500ml, and will be rolling out in store from December onwards.

Caroline Cater, director of operational marketing at Coca-Cola European Partners, said: “We’re very proud to be the official manufacturer of Abbey Well Spring Water and with the water sector continuing to grow, it’s more important than ever to minimise our environmental impact and encourage more recycling. This new innovation is a positive step towards our commitment of reducing the carbon footprint of the drink in your hand, and driving positive sustainable contribution to both the environment and society.”