Tokyo Vending Machines Go Label-Free to Cut Plastic Waste

Coca-Cola Japan has started selling label-less bottled mineral water in some Tokyo vending machines to reduce plastic waste. The company says it aims to minimize its environmental impact, following a revision to a ministerial ordinance that took effect last week.

The previous regulation only allowed manufacturers to sell label-less beverages in boxes, but the new rule allows them to be sold individually. This move could have a significant impact, as the Japan Soft Drink Association estimates removing labels from bottled water sold through roughly 2 million vending machines nationwide would reduce plastic use by about 350 tons a year.

Coca-Cola Japan's president, Franck Salmon, expects consumers will appreciate the initiative, saying 'We are very much focused on what the consumers need and positive response from consumers to the sustainability agenda.'

The company also plans to consider removing labels on other products in the future.