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Avery Dennison has collaborated with partners throughout the supply chain namely Viridor and PET UK, to help Coca-Cola European Partners (CCEP) reduce waste, costs, and the carbon footprint of Smartwater production in the United Kingdom.

According to Joe Franses, Director of Corporate Responsibility and Sustainability at Coca-Cola European Partners, "This example shows how we can turn the crisis of resources into a business opportunity through close collaboration across the value chain. Businesses which can be truly innovative with the products and services they provide, optimising the resources they use and encouraging consumers to do the same, have the potential to transform our economy."

Xander van der Vlies, Sustainability Director for Avery Dennison Materials Group Europe, said that CCEP wanted to further improve Smartwater production in line with its focus on recycling, sustainability and creating a circular economy. More than 50 million bottles of Smartwater were produced in 2015. The PET liners used (carrying the self-adhesive labels before dispensing) generated more than 40 tons of waste in that year, costing around $10,600 in disposal/handling costs. Under the new recycling scheme, PET UK shreds and extrudes the waste PET liner and then produces a material suitable for making new items such as PET staple fiber, strapping or thermoformable sheets. There will also be significant savings in CO2 emissions - around 180-200 tons in 2016.

Van der Vlies noted that creating awareness on PET recycling will continue, "Since we launched this initiative with PET UK in 2014, we have signed up many wine, spirits, beer, and beverage brands. Avery Dennison has set an ambitious sustainability goal for 2025 of eliminating 70% of liner waste from the industry value chain."

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