In a significant step toward sustainable packaging, Coca-Cola HBC Austria has partnered with DS Smith and Krones to introduce a recyclable corrugated handle for PET bottle multipacks. This innovation, known as DS Smith Lift Up, is designed to replace approximately 200 tonnes of plastic shrink wrap annually, offering a scalable alternative to conventional multipack packaging.

Originally developed for 1.5L PET bottles, the Lift Up solution is now adaptable to a range of formats – from duo-packs to eight-packs – without requiring changes to existing packing lines. The design features a corrugated clip with an integrated paper band and soft-grip handle, enhancing both functionality and consumer convenience.

Engineering for Efficiency and Sustainability

The Lift Up concept was developed using DS Smith’s Circular Design Metrics, which prioritise minimal material use, recyclability, and reduced environmental impact. The result is a packaging solution that is 100% recyclable, made from kraft paper and cardboard, and engineered to perform under high-speed production conditions.

In collaboration with Krones, the packaging is compatible with Variopac lines, enabling efficient application of the clip and band. According to DS Smith, this integration can reduce energy consumption by up to 58% during the packing process – an important consideration for manufacturers seeking to optimise operations while lowering their carbon footprint.

A third-party validated Life Cycle Assessment (LCA) has shown that Lift Up can reduce CO₂ emissions by 42% compared to traditional shrink film multipacks. This positions the solution as a strong contender for meeting the Packaging and Packaging Waste Regulation’s 2030 targets, particularly in light of challenges around sourcing plastic recyclate to meet the mandated 35% recycled content.

Scaling Innovation Across Markets

Initially launched in Austria for Coca-Cola, Fanta, Sprite, and Mezzo Mix brands, the Lift Up handle is now being scaled across other formats and geographies. Its compatibility with existing machinery makes it a practical choice for manufacturers looking to transition away from plastic without major capital investment.

The innovation also aligns with Coca-Cola HBC’s broader sustainability goals. Marcel Martin, Chief Corporate Affairs and Sustainability Officer, highlighted the company’s commitment to reaching net zero emissions by 2040, noting that this packaging solution reflects their “entrepreneurial mindset” and dedication to collaboration.

Coca-Cola HBC has consistently ranked as one of the world’s most sustainable beverage companies, earning top scores from the Dow Jones Sustainability Index and MSCI ESG Ratings. The Lift Up initiative reinforces this leadership by demonstrating how packaging innovation can drive measurable environmental benefits.

Implications for Packaging Professionals

For technical packaging teams, the Lift Up solution offers several key takeaways:

• Material Efficiency: The design uses minimal material while maintaining strength and usability, setting a benchmark for future corrugated solutions.
• Machine Compatibility: Integration with high-speed lines like Krones Variopac shows how sustainable design can align with operational efficiency.
• Lifecycle Impact: The LCA results provide a compelling case for switching from plastic to fibre-based alternatives, especially in markets facing regulatory pressure.
• Consumer Experience: The soft-grip handle improves usability, showing that sustainability doesn’t have to compromise convenience.

A Broader Shift in Multipack Design

This development follows other Coca-Cola initiatives aimed at reducing plastic in multipacks. In Germany, the company is trialling a new format using glue dots and recyclable cardboard handles for six-packs of 1.25L bottles. Meanwhile, in the U.S., Liberty Coca-Cola Beverages partnered with WestRock (now Smurfit Westrock) to replace plastic rings with recyclable paperboard carriers, eliminating over 200,000 pounds of plastic annually.

Together, these efforts reflect a growing industry trend: rethinking multipack formats to reduce single-use plastics while maintaining performance and shelf appeal. For packaging professionals, this is a call to innovate; not just in materials, but in how packaging integrates with production, logistics, and consumer expectations.