Prism eLogistics has delivered a fully recyclable shrink sleeving solution for Bio&Me’s new functional kefir drinks, in what is being described as a dairy category first. The packaging combines a clear bottle with EcoFloat shrink sleeve technology, creating a format designed to improve recyclability, meet dairy opacity requirements and provide strong shelf impact for the brand’s latest product launch.

Bio&Me introduced its functional kefir drinks this year, with variants focused on immunity defence, natural energy, protein and fibre. For a product range positioned around health and functionality, the brand wanted packaging that could communicate benefits clearly while supporting sustainability goals. Prism’s role was to develop a solution that balanced technical compliance, product visibility and environmental performance.

The result is a full-body shrink sleeve made with EcoFloat technology, which is engineered to support the sink-float separation process used in recycling. Unlike conventional sleeve structures that can interfere with material recovery, EcoFloat is designed to be compatible with established polypropylene recycling streams. This means both the bottle and the decorative sleeve can be recycled, improving the overall end-of-life profile of the pack.

The project shows how shrink sleeving can move beyond decoration and become a functional part of recyclable packaging design.

One of the key advantages of the format is that it allows Bio&Me to avoid the use of traditional white plastic bottles. In dairy packaging, opacity is often required for product protection and regulatory reasons, but white coloured plastics can be more difficult to recycle and may attract higher Extended Producer Responsibility fees. By using a clear bottle with a full recyclable sleeve, the brand can meet opacity needs while improving recyclability.

For dairy brands, this is an important packaging development. The sector has historically relied on formats that prioritise product safety, shelf life and cold-chain performance. Sustainability improvements must therefore be introduced carefully, without weakening pack integrity or creating confusion in recycling systems. Prism’s solution demonstrates how material choice, decoration and compliance can be considered together.

The use of a full shrink sleeve also gives Bio&Me significantly more printable space than a standard label. This is especially valuable for functional beverages, where brands need to explain ingredients, benefits, usage occasions and nutritional positioning. The full-bottle design helps the range stand out from conventional dairy packaging and gives the brand more freedom to create a distinctive visual identity.

• Recyclability: EcoFloat sleeving supports separation and recycling through PP streams.
• Compliance: the sleeve provides opacity without relying on hard-to-recycle white plastic.
• Shelf impact: full-body decoration gives the brand more space for storytelling and product information.

Bio&Me chief operating officer Mark Isaacson said the company wanted the pioneering nature of its functional kefir range to be reflected in the packaging. He highlighted Prism’s consultancy and guidance as critical to developing the recyclable sleeve solution and said the brand had already seen strong sales following launch.

Prism eLogistics managing director Ian Wright said the project proves that sustainability and EPR compliance can work alongside eye-catching, brand-led packaging. He also noted that as more manufacturers move away from coloured plastics, recyclable shrink sleeving could offer an alternative that reduces environmental impact while improving visibility and marketing opportunities.

The development reflects a broader shift in packaging strategy. Brands are increasingly looking for solutions that reduce waste, lower compliance costs and still perform commercially in-store. As EPR frameworks become more influential, packaging choices that once seemed purely aesthetic, such as colour, sleeve structure and label format, are now directly linked to recyclability and cost.

For the wider dairy and chilled beverage market, the Bio&Me launch may provide a useful model. It shows that recyclable decoration systems can help brands maintain premium visual appeal while moving away from problematic materials. As retailers and consumers demand clearer sustainability credentials, packaging suppliers that can combine technical compliance with strong design flexibility will become increasingly important.

Prism’s recyclable sleeving solution positions Bio&Me’s kefir range as both visually distinctive and better aligned with circular packaging expectations. The project demonstrates how innovation in labels and sleeves can unlock meaningful sustainability improvements without sacrificing brand communication, product protection or retail performance.

Image concept: a chilled dairy aisle featuring Bio&Me functional kefir drinks in clear bottles with full recyclable EcoFloat shrink sleeves, highlighting colourful branding, recycling symbols and a clean premium health-focused design.