Building on its 2019 Snap Pack initiative (utilization of new glue that leads to reduced plastic usage by 76%), launched in Denmark, Estonia, France, Germany, Latvia, Lithuania and the UK, Carlsberg is looking at other areas of innovation including introducing 50-100% recycled content in shrink wrap and cutting the carbon impact of PET bottles in Norway and Sweden by introducing 100% recycled PET on the 0.5l and 0.65l Imsdal water bottle.