Red Bull has become a funding partner of Every Can Counts

Red Bull has become a funding partner of Every Can Counts

Red Bull has become the first drinks company to sign up to a programme in the UK designed to encourage consumers to recycle drinks cans.

The soft drinks firm has become a funding partner of Every Can Counts (ECC), a programme developed and funded by European and UK beverage can makers and aluminium and steel packaging reprocessors. Red Bull is the first drinks brand to become involved in the programme, ECC said today (12 July).

As part of the deal, Red Bull will work with Every Can Counts to find ways of encouraging consumers to recycle drinks cans, which will involve ECC having a presence at Red Bull events across the UK.

"Joining Every Can Counts gives us the opportunity to directly support and encourage drinks can recycling among our consumers and a wider audience," said Red Bull's UK managing director Nigel Trood.

ECC will be be present at Red Bull's Flugtag event at Roundhay Park in Leeds on 17 July.

Other members include, Ball Packaging Europe, Crown Bevcan Europe and Middle East, and Rexam Beverage Can Europe & Asia.