Do consumers accept "naked packaging" beverages?

This year, some beverage lovers have noticed that the appearance of individual beverages of Master Kong and Pepsi has changed.

In the first quarter of this year, Master Kong announced that it released the first unlabeled PET bottle packaging with a low-carbon and environmental protection concept, which was applied to two classic products - lemon-flavored iced black tea and sugar-free iced black tea

Subsequently, Pepsi China's official Weibo also announced that it will launch the first "no bottle label" Pepsi

In fact, many beverage brands have been experimenting with label-free packaging in overseas markets in recent years

How do I get product information for de-labeled beverages? The mineral water brand Evian innovatively uses an embossed logo on the unlabeled bottle, engraving the product information directly on the bottle body, so that consumers can intuitively see that this is Evian brand mineral water, which alleviates the problem to a certain extent.

In the domestic market, Master Kong and Coca-Cola have similar operations.

Unlabelled beverages on the market are still not a staple

The reasons for launching unlabeled bottled beverages are the same as the major brands: for environmental protection

Most of the beverage bottles on the market are made of PET, and most of the caps are made of PP, which has good recyclability and high actual recovery value and recovery rate

The labels that wrap the plastic bottles are mainly made of PET, PVC and PE materials

"From this perspective, the introduction of unlabeled bottled beverages can indeed reduce the use of PVC materials that are difficult to recycle

In addition, Zheng Xue, director general of the environmental protection agency "Get rid of plastic shackles" pointed out that existing research and practice show that if PVC materials are mixed into the recycling process, it will pollute other materials, affect the regeneration of bottle bodies and caps, and reduce the quality of recycled plastics

Zhang Denggao reminded: "After the beverage has no label, you should also pay attention to as little as possible to directly print the product information on the PET bottle, because during recycling and reprocessing, cleaning the ink on the bottle will increase the process and generate waste water that needs to be treated and purified

(Chen Yanling)

"China Food News" (May 30, 2022 Edition 07)

(Editor in charge: Wang Jiayi)