Coca-cola has announced a pledge to recycle a used bottle or can for every one the company sells by 2030. Calling it a “massive global ambition”, the firm admitted its part in littering the environment and responsibility to tackle the problem. The company, which markets 500 brands of fizzy drink, juice and water, will also work towards making all of its packaging recyclable worldwide. Coca Cola announced its “World Without Waste” campaign by acknowledging that food and drink companies were responsible for much of the rise in litter on street, beaches and in the oceans worldwide. The firm said it was working to increase the recycled content in the materials it uses to make its drinks bottles, developing plant-based resins and reducing the plastic used in packaging. It will also invest in educating consumers on best recycling practice in their community. Greenpeace welcomed Coca-Cola’s move to increase the amount of recycled content in plastic bottles from “ a paltry 7%” to 50% by 2030, the campaign group said it was not a bold enough step when compared to a commitment from Coke UK to do that by 2020. However, in a blog accompanying the announcement , Coca-Cola chief executive Mr Quincey also defended the the use of bottles and packaging more generally. “ It’s tempting to romanticise a world without packaging . To assume that if we get rid of plastic bottles and cans that life will be better. This mistakenly ignores all the good they can do. Modern food and beverage containers help reduce food spoilage and waste. They limit the spread of disease. They can help save lives,” he wrote.