Coca-Cola Great Britain and Coca-Cola European Partners are trialling reverse vending machines for 500ml plastic bottles at some of the UK’s most popular family attractions, with incentives on offer to encourage consumer take up. 

In the partnership with Merlin Entertainments, the trial of the machines will run from July 25 until October 19 and encourage people to bring and recycle any 500ml plastic bottle throughout the summer.

Consumers will be with rewarded 50% off entry to attractions including Alton Towers Resort, Thorpe Park, Chessington World of Adventures and Legoland Windsor in exchange for recycling their plastic bottles using the reverse vending machines. The new machines have been installed at the four aforementioned attractions and will instantly reward those who deposit their empty bottles with a voucher for the attractions.

New research for Coca-Cola Great Britain revealed that 64% of Brits would recycle more on-the-go if they were rewarded instantly for their actions (You Gov, June 2018).

The partnership with Merlin follows the launch of Coca-Cola Great Britain’s and Coca-Cola European Partners’ updated sustainable packaging strategy

Coca-Cola European Partners vice president and general manager, Leendert den Hollander, said: “We want to reward people for doing the right thing by recycling their bottles and hope to encourage some people who wouldn’t otherwise have done so. Through this exciting new trial with Merlin Entertainments we hope to remind people how valuable their empty plastic bottle is. All of our bottles can be recycled and we want to get as many of them back as possible so they can be turned into new bottles and not end up as litter.”

Merlin Entertainments’ head of Force for Good, Sandra Hazel, added: “This partnership with Coca-Cola Great Britain and Coca-Cola European Partners demonstrates our shared ambition to use our brands for good. We’re constantly looking for ways to raise awareness and help contribute to a better environment.

”As a responsible business and an advocate for marine conservation, we’re pleased to be joining forces with Coca-Cola Great Britain and Coca-Cola European Partners to encourage people to recycle more this summer, by rewarding them with family fun.”