Recola

“A Coca Cola spokesperson said: ‘We support recovery and recycling of our packaging and we want to help find ways to ensure that less of it is littered and ends up in the sea. Whilst we support and participate in deposit schemes in some countries, in some cases we have believed a different approach could be more effective and more sustainable than DRS [Deposit Return Scheme] – and in the UK we have raised some concerns about the impact of a DRS scheme on household recycling rates.'” http://www.theecologist.org/News/news_analysis/2988601/exposed_coca_colas_big_fight_back_against_tackling_plastic_waste.html

Business models based on maximising the sale of one-use items will want us to forget the second part of the equation:
Reduction in household recycling of plastic bottles = bad
Converting recycling to the neglected other two Rs – Reducing and Reusing = good