The soft-drinks firm is already experimenting with the format on the Continent.
Coca-Cola Belgium is attaching a removable 24-page mini edition of Glam*It, a leading fashion title, to bottles of Coca-Cola Light. Coca-Cola is also using the medium in Germany, the Netherlands and France.
The concept of allowing removable magazines and newspapers to be contained within consumer goods' labels was created by On Product Publishing.
Global Brands Group, a licensing company whose clients include Disney and Marvel, has signed a deal with the firm to use the technology in the UK. IPC Media is now in discussions with Global Brands Group to explore the possibility of attaching its titles to drinks cans and bottles.
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