Coca-Cola, Nestlé Waters and Danone have agreed to clarify recycling claims on plastic bottles across the European Union following discussions with consumer protection authorities, the European Commission announced on 22 October 2026.

The commitments target a practical source of confusion for shoppers: a bottle described as made from 100% recycled plastic may still have a cap and label made from different materials. The companies have agreed to state clearly when these components are excluded, with the explanation placed alongside the claim in the same font size.

They will also avoid packaging messages that imply a bottle is guaranteed to be recycled repeatedly. Simpler prompts encouraging customers to recycle remain possible. The commitments cover digital marketing as well as labels.

For supermarket buyers and own-label teams, the decision reinforces the need to review environmental wording across the full packaging component, rather than rely on a percentage printed on the bottle body. Product specifications, supplier declarations and artwork approval may all need closer attention when similar claims appear on retailer ranges.

The case followed a complaint made in November 2023 by European consumer organisation BEUC. Coca-Cola and Nestlé had already reached separate commitments; Danone’s participation completes the group named in that complaint. The announcement does not constitute a fine or a prohibition on using recycled plastic claims.

National consumer protection authorities will monitor implementation. The Commission has also indicated that it may examine comparable practices among other bottled-drinks suppliers operating in the single market.

The decision comes as the European grocery sector faces wider questions around packaging costs and the evidence required to support sustainability claims. The operational test for retailers will be whether product labels and online listings provide the same clear information.