Coca-Cola Enterprises (CCE) has said it has to launch more innovative packaging and labelling in the UK over the next five to ten years to connect better with consumers.

Speaking at the launch of its 'Store of the Future' report yesterday (22 February), CCE's UK managing director, Simon Baldry, told attendees that manufacturers will need to take a more holistic approach to packaging in the future. The MD said consumers are becoming more aware of sustainability and the environmental impact of the products they purchase.

As a result, Baldry said the company will shortly be introducing a smaller 37cl PET bottle across a number of its products as a result of growing opportunities for size differentiation in PET.

“More of our packaging will be going into the contour shape, like the classic Coca-Cola bottle," he said. “We will also ensure quality through packaging and look at how we can reduce this packaging in order to be more sustainable. This may include reducing the weight from cans and bottles, or reducing trays and shrink wrap.”

Anne Bordier, director of customised research for IGD, which produced CCE's report on connecting consumers with retailers, said product labelling will become more important as people become more technology-savvy.

“Despite the recession, shoppers remain very interested in ethics, traceability and transparency across the supply chain,” Bordier said. “Finding out more about where products come from and where they are made will be of growing interest to consumers. 

“There will be more information on the provenance of a product,” she added. “In packaging, this will be a whole new area for labelling going forward.”

The findings of the report were based on research and interviews with consumers, retailers, manufacturers and suppliers across the beverage industry.