Pioneering Label-Free Packaging for a Sustainable Future

Asahi Soft Drinks, responsible for Asahi Group’s non-alcohol beverage business in Japan, is expanding sales of ‘label-free products’ to reduce the amount of resin used in labeling by eliminating labels from PET bottles. Beyond the environmental benefits, they simplify the recycling process for consumers by removing the need to peel off labels, making disposal and sorting more convenient.

Asahi Soft Drinks was the first in the industry to introduce the concept of label-free packaging in Japan, with the roll-out beginning in 2018. Additionally, the company also collaborated with "COOL CHOICE (=wise choice)," a national campaign addressing global warming, promoted by the Ministry of the Environment.

The first product to go label-free was Asahi Oishii Mizu, a natural mineral water sold in PET bottles, initially available only by the case. The year 2019 saw the inclusion of three more products to the label-free lineup, including Asahi Jurokucha. In 2021, the project expanded further with the launch of simple eco-labels, which consisted of tack stickers on the side of each bottle, which allowed the products to be sold individually.

In line with revisions to the container identification labeling system, Asahi has started to print recycling symbols directly onto PET bottles. This eliminates the need for tack sticker labels, allowing the company to achieve completely label-free packaging. Despite stringent Japanese laws mandating the display of ingredients, nutritional information, and packaging materials on containers, Asahi continues to devise innovative methods to expand their range of label-free products, while still adhering to these regulations. This pioneering approach has encouraged other soft drinks companies in Japan to introduce products with label-free packaging.

The appeal of label-free products has surged in recent years as they offer both environmental and user-friendly advantages, such as eliminating the need to remove labels during disposal. These products have also been recognized for their contribution to tackling the marine plastic issue and were showcased at the 2019 G20 Osaka Summit as part of a Japanese government exhibition. The positive response from consumers has led to an expansion of the label-free product range, with the distribution volume in 2023 being eight times higher than that of 2019.

This progress marks a significant milestone in the history of PET bottled beverages. Asahi Soft Drinks remains committed to creating products that are beneficial to both people and the environment.