Label converters have continued to increase their reliance on filmic materials. When supply chain challenges prompted a shortage of paper availability, printers made the shift to films. As films have grown in usage, suppliers have invested increased resources to optimize the material’s performance – and sustainability.

Avery Dennison has launched several new lines that emphasize sustainability. The company’s AD CleanFlake Technology, for example, is next generation adhesive technology that enables the recycling of rigid plastic packaging without compromising performance. Meanwhile, Global MDO Next Generation Clear is a semi-squeeze MDO film known for enhanced print surface and better clarity. Utilizing recycled content is also a priority for Avery Dennison, and its Recycled Content Liner contains 30% recycled post-consumer waste (PCW) from PET bottles.

“Our mission is to continuously develop innovative, sustainable label technology that enables recycling for a more circular economy while never sacrificing on performance,” states Hakeem Thornton, senior marketing manager, Films & Rapid-Roll, Avery Dennison Label and Packaging Materials. “We are the first to offer CleanFlake Technology on all film labels, enabling and advancing rigid plastic recycling. Additionally, we recently received APR recognition for metalized film labels with AD CleanFlake technology, which further advances circularity.”

The recent APR recognition is another step in Avery Dennison’s sustainability journey. Avery Dennison and the APR recently partnered to test the performance of larger metalized labels (30 square inches) in the recycling process. Previously, the APR only recognized metalized labels under two square inches as complying with its critical guidance for HDPE and PET recycling. It was believed that larger metalized labels would cause a plastic bottle to be rejected by a recycler’s metal detection hardware. The results of the study confirm that these metalized films can be a total of 30 square inches or below and be recognized in existing recycling streams.

“We’re pleased to work with the APR to drive education around the compatibility of films with the recycling process while ensuring our own products promote circularity,” says Anh Marella, senior marketing director, strategic innovation and sustainability, Avery Dennison. “As a leading global provider of labeling solutions, Avery Dennison recognizes its responsibility to work with the industry to increase plastic recyclability. Advancing the circular economy is among our key sustainability priorities.”

Avery Dennison has also continued to evolve its MDO film technology. The company offers a variety of semi- and fully-conformable films to meet the larger, more complex bottle shapes that have increasingly launched in the food, beverage and HPC categories.

“Thinking about sustainability in the film market, there is a big push not only from manufacturers to meet their environmental goals and circular solutions, but end users are demanding more accountability as well,” says Thornton. “Avery Dennison has taken a huge step in this area by incorporating sustainability in our everyday development process, along with offering AD CleanFlake Technology as the primary adhesive to be used in conjunction with rigid film products moving forward. AD CleanFlake technology advances the circular economy by enabling the recycling of rigid plastic packaging.

“Additionally, we are seeing more brands looking for recycled content materials,” he adds. “In addition to our PET liner, we are looking at film facestocks with recycled content materials to help brands meet their goals.”

As supply chain challenges necessitated the shift to films, Avery Dennison responded to that demand with new product enhancements that would meet customer need for quality, performance, and environmental friendliness.

“Global supply chain challenges have impacted us all in one way or another, and what we have been able to do at Avery Dennison is offer film products as an alternative option for our customers,” notes Thornton. “Film played a key role in filling the supply gap of other products and is continuing to be viewed as a viable permanent option.”