Coca-Cola is to test a paper bottle as part of a longer-term bid to eliminate plastic from its packaging entirely.
The prototype is made by a Danish company from an extra-strong paper shell that still contains a thin plastic liner.
But the goal is to create a 100% recyclable, plastic-free bottle capable of preventing gas escaping from carbonated drinks.
The barrier must also ensure no fibres flake off into the liquid.
That would pose a risk of altering the taste of the drink - or potentially fall foul of health and safety checks.
But industry giants are backing the plan. Coca-Cola, for example, has set a goal of producing zero waste by 2030.
Coca-Cola was ranked the world's number one plastic polluter by charity group Break Free From Plastic last year, closely followed by other drink-producers Pepsi and Nestle.
Coca-Cola said: "Our vision is to create a paper bottle that can be recycled like any other type of paper.
Sources: BBC & Coca cola
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