The €100K Coca-Cola HBC Sustainability Challenge

The chance to partner together on the best sustainable packaging solutions for the future and for you to receive €100K

“We are looking to partner with startups to find the next viable, scaleable packaging and packaging collection technologies”

As a recognized leader in sustainability, we are looking to continually raise the bar to ensure that we support the socio-economic development of our communities and make a positive environmental impact
Zoran Bogdanovic CEO, Coca-Cola HBC

We believe

in a circular economy

As a growth-focused consumer packaged goods business and strategic bottling partner of The Coca-Cola Company, we have the responsibility to take action to solve the packaging problem the world currently faces. We believe every package has value and life beyond its initial use and that it should be collected and recycled into a new package.

We have a set of commitments as part of our vision for a World Without Waste

100% recyclability

We will make 100% of our primary packaging fully recyclable by 2025.

50% recycled PET

We will increase the percentage of recycled PET in our bottles to 35% by 2025 and to 50% by 2030. In our EU countries, we plan to reach 50% rPET by 2025.

100% collection

We will recover 75% of our primary packaging for recycling by 2025 and 100% by 2030.

We are looking for solutions in two areas

We imagine that you work on solutions in the area of more sustainable packaging, e.g. reusable packs or post-use packaging collection models helping to reduce waste and accelerate circularity.


Innovative solutions to help accelerate packaging collection rates, while driving consumer engagement. These solutions should be economically efficient, scalable across multiple geographies and complement existing public infrastructure.

Primary & secondary packaging

New solutions for primary and secondary packaging that could be appealing to consumers, have a more efficient environmental footprint vs existing “conventional” packaging types, be economically viable and have potential for scale.

Potential impact

Less packaging

No packaging

Reusable packaging

More sustainable packaging

What we are looking for

A startup or a technology

A minimum viable product and beyond

A fully committed team

IP or Patents

What we offer

The best solution of The €100K Coca-Cola HBC Sustainability Challenge will receive


Partnership or investment

We will partner with and invest in the most promising technologies and startups

Implementation support

We will leverage our resources, brands and channels to implement and scale your solutions

Industry access

We can make introductions to our industry partners

Industry expertise

We bring 70 years of Consumer Packaged Goods (CPG) experience

The €100K Coca-Cola HBC Sustainability Challenge


Q: Who can apply to the sustainability challenge?

A: Any startup or technology company with an idea past the MVP stage

Q: When can we submit our application?

A: Between January 17 and February 18, 2022

Q: How do we submit our application?
A: Via the apply button in the top right corner or through this link: If you are a startup based in Russia, fill-in this form and send it by email to
Q: Are there any restrictions in terms of geography?

A: No, but the challenge team must be able to present in English

Q: How can we increase our chances of selection?

A: 1) Be thorough when filling in the application 2) Be clear about the value and impact of your solution 3) Speak to the challenges outlined on the website.

Q: Do we have to present to participate in the challenge?
A: The winner will be selected by Coca-Cola HBC based on the idea submitted and the presentation given by the applicants during the Demo day.
What are the Terms & Conditions of the challenge

The €100K Coca-Cola HBC Sustainability Challenge

  1. Coca-Cola HBC has launched a Challenge, managed by Rainmaking Innovation ApS, in order to identify startups active in the area of packaging recovery and primary and secondary sustainable packaging.
  2. The best proposed solution to the Challenge will receive a monetary prize of 100.000 euros which will be awarded and paid by Coca-Cola HBC.
  3. Submissions must be filed online through the website under and for startups based in Russia only by email sent to between January 17 and February 18, 2022. This deadline may be extended at the organizers’ discretion.
  4. Submissions must be the original work solely of the participating startup. Participants acknowledge that any material submitted as part of the Challenge will be presented in an open process in the context of the Challenge, as per the Terms and Conditions.
  5. Selection will be done at the organizers’ absolute discretion. No appeal process is envisaged or warranted. The organizers reserve the right to disqualify at any time any submission. The organizers retain the right to annul, postpone, cancel or amend the Challenge for any reason whatsoever.
  6. The top twenty entries selected shall be invited to an on-line screening interview. Ten participants shall be invited to pitch in a virtual Selection Day Workshop. Three to five finalists will be selected and may be invited to participate in a physical or virtual Demo Day. One participant will be selected as the best proposed solution to the Challenge and will be awarded the 100.000 euros prize.
  7. Participants and the participant team members agree that they will not use the name Coca-Cola HBC, any trademarks or other intellectual property of Coca-Cola HBC or The Coca-Cola Company, in any advertising or publicity without the written permission of Coca-Cola HBC.
  8. Rainmaking and Coca-Cola HBC shall collect, process and file participants’ personal data (name, e-mail address (e-mail), address, phone numbers, images and video files), which will be processed for the purpose of conducting the Challenge, for the promotion of the Challenge by all media and for contacting participants in view of possible future business purposes. The participants expressly consent to the use of their personal data by Coca-Cola HBC, resulting from their participation for the above purposes. Personal data may be transmitted to business partners of Coca-Cola HBC for the above purposes. Additional information on the processing of personal data by Coca-Cola HBC is available in the Privacy Notice of Coca-Cola HBC available at:
  9. The Challenge is subject to Terms and Conditions to be found at: Submitting an application to participate in the Challenge implies acceptance of these Terms and Conditions.
  10. Questions pertaining to the Challenge may be addressed to

About Coca-Cola HBC


What we do

We bottle and sell the beverages of The Coca-Cola Company exclusively in our 29 markets. We also partner with other beverage businesses such as Monster Energy, Edrington, Brown-Forman and Campari to sell their products. We create value for all our stakeholders by supporting the socio-economic development of the societies in which we operate and believe building a more positive environmental impact is integral to our future growth.

Our 24/7 portfolio

Our portfolio is one of the strongest, broadest and most flexible in the beverage industry, offering consumer-leading brands in the sparkling, juice, water, sport, energy, plant-based, ready-to-drink tea, coffee, adult sparkling, snacks and premium spirits categories. Our products cater to a growing range of tastes with a wider choice of healthier options, premium products and increasingly sustainable packaging.

Where we operate

Along with our customers, we serve more than 715 million consumers across a broad geographic footprint of 29 countries on 3 continents. This spans from the West Coast of Ireland to the Pacific coast of Russia; from Northern Europe to our most southerly markets, Nigeria and Egypt.

Our commitment to sustainability

Mission 2025, our Environment, Social and Governance (ESG) strategy is a business imperative and integral to our decision-making and targets. We are committed to reducing emissions to net zero across the whole of our value chain by 2040 and have a robust roadmap to deliver our goal. We are ranked as the world’s most sustainable beverage company by the Dow Jones Sustainability Index and are ranked among the top performers on other ESG benchmarks such as CDP Climate and Water, MSCI ESG, and FTSE4Good.

Main focus

We are a growth-focused consumer packaged goods (CPG) business and strategic bottling partner of The Coca-Cola Company



Number of employees


Operates in

29 countries

About Rainmaking


What we do

Rainmaking is a global cooperative of entrepreneurs who run startups and innovation programs in more than 40 countries. We are a global team of 400+ entrepreneurs, strategists, product experts, developers, designers and investors.

Our global network provides us with first-hand access to innovative startups and early-stage companies in every major startup ecosystem worldwide.

And we are still founders at heart. To date we have founded 25 companies based on our own ideas and seed funded them ourselves. Followed up with +20m EUR from external investors.

Main focus

We create positive change through entrepreneurship



Number of employees


Operates in

11+ offices in 3 continents

Together we can meet this challenge!