We continue to use the power of our brands to encourage consumers to recycle our packaging via on pack messages.
In Norway, we ran a nationwide campaign in 2022 in partnership with the Norwegian Football Federation, highlighting the importance of collecting bottles for recycling. The campaign resulted in the collection of €84,000 worth of empty bottles.
In Sweden, we started a new joint initiative with NGO Keep Sweden Tidy and customer Reitan Convenience, to raise awareness about recycling and reuse, and encourage more people to recycle on the go.
We also support a wide range of anti-litter and clean up initiatives through local community partnerships and employee volunteering. As well as removing and preventing litter, these activities influence consumer behaviour and raise awareness about litter and recycling.