lifecycle- from production to consumption. They must withstand printing, die-cutting, high-speed application, and real-world conditions like refrigeration, moisture, and ice bucket exposure, without comprising on quality. Therefore, features such as strong adhesion, moisture resistance, and wet opacity that ensure the label remains intact and attractive throughout the product’ s lifecycle are essential. Sustainability is also a priority, with producers opting for more sustainable materials to align with consumer expectations and to reinforce their environmental commitments.
While sustainability is moving higher up the agenda, the power of getting the label’ s shelf-appeal right is still of primary importance to beverage producers. A study conducted by UPM with other partners in the value chain, highlighted the importance of tactility. Tactile packaging properties are still one of the most underrated elements in marketing. That is why materials must combine great visual and tactile properties, together with the technical aspects described above.
Juggling labelling demands
So, how can producers prioritise the product packaging’ s look and feel, whilst embracing sustainability requirements? The answer lies in choosing the right label for each application. Careful thought needs to be given to the face material, its calliper thickness, wet strength, any filmic layers used to protect the label against wrinkling and dimensional changes when dampened in a cool box or fridge. Also, whether the label needs to be embossable, keep good opacity when wet and allow for digital printing.
This level of performance can be achieved with labels that contain recycled content. Such labels have a lower environmental impact, as they use resource optimised solutions. They are also compatible with beverage containers to support recyclability and reuse. Achieving the right appearance and sustainability credentials requires working with label suppliers who can offer the right solutions with recycled content and premium textures that can match the performance of virgin papers.
Strong performance and sustainability credentials
UPM Adhesive Materials understands the challenges producers face when it comes to creating stand out on shelf while
using durable, more sustainable labels. For example, its Ice Premium Range helps producers overcomes the issue of label discolouration and wrinkling. With exceptional wet opacity, it ensures the label, inks and embellishments remain vibrant and wrinkle free even when stored in an ice bucket for hours.
It also launched a collection of wine, spirits and beverage label materials – Rêverie 3 – that embraces circularity by using recycled fibres in aesthetically attractive labels. The collection demonstrates that sustainability and impactful design can work together to deliver stunning results. The Rêverie 3 collection offers packaging designers a toolkit of visually appealing labels that are all made with materials from well-managed, certified forests and other controlled sources with recycled content.
Making more sustainable label decisions, whilst also delivering brand impact has never been easier thanks to work of companies like UPM. Now, it is possible to improve the carbon footprint, whilst delivering impactful on-shelf appeal. Now that sounds like the perfect marriage!
www. adhesivematerials. upm. com