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It’s true that behind the loud ads was a slightly more pragmatic solution: the cola that makes the company most famous will remain in metal cans and plastic and glass bottles.
The company chose Adez, a drink from the Coca-Cola group, for the experiment. Stijn Franssen, the company’s head of packaging innovation, said keeping carbonated beverages in such packaging would be a big challenge today, but added that adapting it to a thick Adez drink wasn’t easy either.
This drink is not sold in Lithuania, but not only the Lithuanians will not see the new packaging in stores. The company’s experiment will be local and on a small scale in 2021. In the summer, this drink will be tested in a new container in the Budapest region of Hungary. In total, only 2,000 new bottles will be sold. The results promise to be based on further product development.
The company announces that the new packaging is 100 percent. recyclable, part of the bottle, including the cap, will be made of plastic.
“We cannot say the exact date or time when we will already be able to sell the product in Europe. We can really promise that we will dedicate all the necessary resources to that,” said Daniela Zahariea, Director of Innovation and Technical Supply Chain, Coca-Cola Europe. .
Valdas Kopūstas / 15min photo / New office of “Coca-Cola HBC Lietuva” in the business center “Duetto”
The Adez drink was created in 1998. In Argentina. It is a thick cocktail, the so-called shake, which does not contain milk; its recipe is based on soy, contains almonds, rice, oats and coconut. 2017 this brand was acquired by the Coca-Cola Group in 2018. It introduced it in the European markets. It is also marketed in Russia and Asian countries.
Coca-Cola HBC Spokesperson Lietuva Gabrielė Šerėnienė 15 minutes confirmed that there are no plans to sell this drink in Lithuania in the near future.
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