This study examines how eco‐innovations activities are disclosed within sustainability reporting of European large companies and provides one of the first studies on the intersection of both fields. To achieve such goal, the research was carried out based on the qualitative content analysis of the sustainability reports of the European companies selected on their ranking of research and development expenditure and Dow Jones Sustainability Index. We investigated if and how eco‐innovations activities were contemplated and communicated. The findings show a generalized lack of direct reference to the term eco‐innovation. Analysis of the reports showed that companies disclosed information on different types of eco‐innovation, albeit not referring to them explicitly as eco‐innovations. Benefits of using eco‐innovation mentioning in sustainable reports are also discussed and guidelines are given how to report on eco‐innovation in such documents.