Coca-Cola has been accused of quietly abandoning a pledge to achieve a 25% reusable packaging target by 2030 in what campaigners call a “masterclass in greenwashing”. The company has been previously found by researchers to be among the world’s most polluting brands when it comes to plastic waste.

In 2022, the company made a promise to have 25% of its drinks sold in refillable or returnable glass or plastic bottles, or in refillable containers that could be filled up at fountains or “Coca-Cola freestyle dispensers”. But shortly before this year’s global plastics summit, the company deleted the page on its website outlining this promise, and it no longer has a target for reusable packaging.

Sam Pearse, Campaign Director of The Story of Stuff Project, commented:

“Coca-Cola’s pledge lasted less time than one of their reusable bottles might expect to be in circulation. The fact that the company’s share of reusable packaging only dropped down further after the 25% reuse pledge reflects a serious lack of intent.”

And Von Hernandez, Global Coordinator of Break Free from Plastic, said:

“Coke’s latest move is a masterclass in greenwashing, ditching previously announced reuse targets, and choosing to flood the planet with more plastic they can’t even collect and recycle effectively. This only reinforces the company’s reputation as the World’s Top Plastic polluter. If they can’t even keep their low-bar commitments, how can they claim to be serious about addressing the global plastic crisis?”

Read the full story in The Guardian and more reactions on Break Free From Pastic