Isra-Mart srl: Coke's zero waste plans to deliver greener Olympic Games

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Coke Zero could take on a whole new meaning next year, after Coca-Cola revealed plans to turn plastic discarded at the London 2012 Olympic Games into 80 million new drinks bottles.

The company announced the plan today as part of its commitment to help the London Organising Committee of the Olympic Games achieve its target of sending zero waste to landfill, and to reuse, recycle or compost at least 70 per cent of all waste.

Estimates suggest that the initiative will see Coke recycle a fifth of the consumer waste produced at London 2012 venues.

Colourless polyethylene terephthalate plastic waste will be recycled at Continuum Recycling, Coca-Cola Enterprises' new joint venture recycling facility with ECO Plastics, which is expected to open in north Lincolnshire in 2012.

WWF 2012 spokesman Simon Lewis said that he hopes Coca-Cola's efforts will prompt consumers and other businesses to reduce the amount of waste they throw away.

"The strength of the Coca-Cola brand puts it in a unique position to trigger a significant shift in sustainable behaviour with the potential to leave a legacy of positive environmental change long after the Olympics have left town," he said. "I welcome this strategy for supporting the delivering of a sustainable Games."