7Up rolls out clear plastic bottles

The new bottles will be available across the entire 7Up range, including 7Up Regular, 7Up Free and 7Up Free Cherry, with 375ml, 500ml and 600ml bottles launching first this summer.

The new look will highlight its fruit flavours, with 50% larger lemon and lime imagery, and clear sustainability messaging.

This will be shown with a prominent “double arrow” logo announcing the 100% recyclable bottle message on the front of the label, and the wording, “Clearly 100% Recyclable. Clearly 7Up” on the reverse side.

The brand will be supported by digital, PR, out-of-home and in-store activity throughout the summer.

Britvic’s research has found that 40% of consumers would be more likely to recycle 7Up in a clear bottle.

The brand said one in four consumers perceive the clear bottle as an improvement in taste, and almost one-third of consumers state they would be more likely to buy 7Up in a clear bottle.

Tom Fiennes, commercial sustainability director at Britvic, said: “As the UK’s number one lemon and lime drink, we wanted to take a step towards ensuring further transparency with our consumers – both in our actual bottle designs and by clearly highlighting the recyclability messaging.

“We know that consumers want more information on recycling, showing how important it is to offer strong and simple communication on pack.

“As our greenest 7Up bottle yet, the move should increase the likelihood that people will recycle the bottle effectively, and the updated design also brings the sustainability messaging front and centre, so consumers are confident in their recycling decisions.”

The entry deadline for the Retail Industry Awards – which reward excellence across a raft of different categories – has been extended to to 11 June. Find everything you need to enter here.