A partnership between Coca-Cola Great Britain and Merlin Entertainments is offering consumers the opportunity to exchange used plastics drink bottles via a reverse vending machine for 50 per cent off entry to a selection of UK family attractions.

Running between 25 July and 19 October, the summer trial invites consumers to bring and recycle any 50cl bottle in the on-site machines, which will be installed at four of Merlin’s attractions. The CafeCrush reverse vending machine, supplied by Unisan UK, crushes the empty plastics bottle and produces a reward voucher.

The idea stems from research conducted by Coca-Cola, which revealed that 64 per cent of British people would recycle more on-the-go if they were rewarded instantly for their actions.

This partnership also comes a year since the beverage giant unveiled a sustainable packaging strategy, which included a goal to collect and recycle an item of packaging for every one they sell by 2030.

Leendert den Hollander, vice president at Coca-Cola European Partners, said: “We want to reward people for doing the right thing by recycling their bottles and hope to encourage some people who wouldn’t otherwise have done so. Through this exciting new trial with Merlin Entertainments we hope to remind people how valuable their empty bottles are. All of our bottles can be recycled and we want to get as many of them back as possible so they can be turned into new bottles and not end up as litter.

“This is just one of the actions that we’re taking. We buy more recycled plastics in the UK than any other company and we are in the process of doubling the recycled plastics in all our bottles from 25 to 50 per cent by 2020. We’re also running television campaigns encouraging people to recycle, putting clear recycling messages across all of our packs and we’re supportive of new interventions, such as deposit return schemes, to see if they improve recycling rates.”