Danone Joins Nestle and Coca-Cola in Dropping ‘100% Recycled’ Bottle Claims in the EU
After a three-year EU consumer protection dialogue, all three companies will clarify that '100% recycled' bottles exclude the cap and label.
In Europe, a “100% recycled” bottle has to mean what it says. Danone has become the third major brand to change its claims after EU consumer authorities stepped in.
TLDR
- Danone, Nestle and Coca-Cola have agreed to change recycling claims on plastic bottles in the EU.
- “100% recycled” claims will now say they exclude the cap and label.
- “Recycle me again” will become “Recycle me.”
- National consumer authorities will monitor compliance.
What Changes
The commitments follow talks coordinated by the European Commission and the EU’s Consumer Protection Cooperation network, FoodNavigator reported. The companies will replace claims like “I am a bottle made from 100% recycled plastic” with wording that excludes the cap and label, drop “Recycle me again,” and avoid green imagery or combined claims that give a misleading picture of a bottle’s environmental impact.
How It Started
In November 2023, the European Consumer Organisation (BEUC) warned EU authorities that recycling claims by major bottled water brands broke EU rules on unfair commercial practices. Nestle and Coca-Cola made commitments in 2025 and early 2026. Danone joined in October.
“Presenting a bottle as 100% recycled or recyclable is simply misleading and must stop,” said Agustin Reyna, BEUC’s director general. “Consumers need to be able to trust companies’ environmental claims.”
Danone said its evian and Volvic bottles are already made from 100% recycled PET, excluding caps and labels.
Why It Matters
Label claims are under pressure everywhere, from “sugar free” to “no artificial colors” to “recyclable.” In the EU, regulators and consumer groups forced the change. In the U.S., disputes over claims like these more often end up as class actions.
Source: FoodNavigator. Read the report.