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PepsiCo has announced a new global packaging goal intended to increase beverage servings delivered through reusable models from 10% to 20% by 2030. This latest ambition is part of the company’s business transformation strategy, 'PepsiCo Positive'. A focus on reuse will also be key to PepsiCo reaching its goals of reducing virgin plastic per serving by 50% by 2030 and becoming net zero by 2040. PepsiCo says it will pursue four approaches to achieve its new packaging goal, including expanding its SodaStream business, building out its refillable plastic (PET) and glass bottle offerings in partnership with PepsiCo bottlers, growing its fountain drinks business with reusable cups and accelerating growth in powders and concentrates. Katharina Stenholm, chief sustainability officer at PepsiCo Europe, said: “Fundamentally transforming the traditional beverage consumption model will require making reusable and refillable options accessible and convenient, at scale, for European consumers – and that’s what we aim to do”. A drive towards reuse is also at the centre of the European Commission's recently announced proposals for new EU-wide rules to tackle packaging waste. For example, under the plans cafés and restaurants offering takeaway drinks and meals would have to serve a certain percentage of their products in reusable or refillable packaging. Stenholm added: “This is complementing our continuous efforts on scaling recycling. Europe is leading the way in accelerating investment in disruptive technology and innovation to work towards our new packaging goals. Through collaboration with our partners and European institutions, we are committed to creating a viable circular economy for beverage packaging in Europe.” PepsiCo says it will continue working with multiple partners to develop new infrastructure to support reuse and refill models.