Danone has agreed to modify recycling-related claims on plastic bottles across Europe, following similar commitments from Coca-Cola and Nestlé.
In a statement yesterday (22 October), the European Commission said the three businesses had agreed to make changes to their labelling and marketing following a "dialogue" with the EU's Consumer Protection Cooperation network.
The regulatory action was coordinated by the Swedish Consumer Agency and the Hungarian Competition Authority.
It stemmed from a complaint filed nearly three years ago by the Bureau Européen des Unions de Consommateurs (BEUC), supported by environmental groups ClientEarth and Environmental Coalition on Standards.
The complaint challenged "misleading" recyclability messaging on bottled-water packaging sold across the EU.
Coca-Cola and Nestlé already submitted their commitments in May last year and March 2026, respectively.
Danone was the final company targeted in the complaint to agree to make changes.
Under the commitments, Danone will ensure claims such as "100% recycled plastic" or "100% recycled PET" clarify that the percentage refers only to the bottle body and excludes the cap and label.
The exclusion must be displayed with equal prominence and in the same font size as the primary claim, according to Danone.
In its commitments, the Volvic brand owner also said that packaging labelled as 'recycled plastic' will not include virgin PET scraps or factory off cuts that have not undergone an authorised recycling process under EU regulations.
The companies have also agreed to remove language implying a fully closed recycling loop. Coca-Cola for instance is replacing labels that carry the "Recycle me again" phrase to "Recycle me". Nestlé's water business will also change "Let's meet again!" phrase, and may replace it with calls to action like "Recycle me".
Danone must apply the label changes within 18 months and update digital marketing and brand websites within three months.
BEUC director general Agustín Reyna welcomed Danone's move, but the group urged authorities to remain vigilant.
Reyna said: "Presenting a bottle as 100% recycled or recyclable is simply misleading and must stop, as must the green imagery that suggests that plastic drink bottles have no environmental impact,".
"We expect the authorities to check that all three traders follow through on their promises, and to take firm action if they do not," BEUC added.
"Danone joins Coca-Cola, Nestlé in agreeing to tweak recycling claims" was originally created and published by Just Drinks , a GlobalData owned brand.
