As consumers increasingly opt for brands that prioritize sustainability, substrate suppliers are tasked with delivering materials that meet this surging demand. Many of the leading global brands have established lofty sustainability goals, and the label plays a pivotal role in that journey.

Product development has ramped up significantly within our industry. For example, UPM Raflatac has launched wash-off labeling solutions to help brands accelerate these recyclability targets by supporting the circular economy. The company’s clear, white and metalized film labelstocks feature its proprietary RW85C wash-off adhesive.

“The portfolio offers wash-off label materials for different packaging material types that allow labels to be cleanly separated from the primary packaging in a recycling process without leaving adhesive residue, thereby enhancing yield of the recyclate and increasing the availability of recycled and reusable materials,” explains James Allen Howell, product manager, UPM Raflatac Americas. “It’s important to know that changing from regular PSL materials to our new SmartCircle wash-off material is easy.”

According to Howell, these products are compatible with the existing processes, and they provide the same visual appearance and performance as a regular PSL label material. The portfolio includes materials that have third-party certifications and comply with well established guidelines. Plus, with UPM Raflatac’s Label Life, the company can support customers with LCA and calculations to make the process much more seamless.

With this portfolio enhancement, UPM Raflatac has continued to deliver on its sustainability goals. “Our ambition is to be the first label materials company beyond fossils,” states Ashley Drew, sustainability manager, UPM Raflatac Americas. “We take climate action by increasing the use of certified papers and the traceability of other biobased materials, by fostering a reduction of greenhouse gas emissions, and by developing innovative solutions that meet the needs of sustainably minded brands and companies. UPM Raflatac is determined to take concrete steps to reduce the greenhouse gas emissions of our operations and continue developing leading solutions for our customers.”

In order for brands to meet their sustainability goals, they’ll need to pay close attention to the label. For example, a major brand like Coca-Cola has committed to achieving net-zero carbon emissions by 2050. Many other brands have followed suit. Drew adds,” At UPM Raflatac, we adhere to the philosophy that ‘labels matter’ when it comes to enabling the recyclability of packaging materials. Brand owners looking to achieve their sustainable packaging targets can be confident when they select our labeling solutions.”

Recognition from the APR has further validated UPM Raflatac’s efforts here.  According to the APR, “The protocol is intended to improve the quality of recycled bottles by helping innovators to make informed decisions about the consequences of PET bottle innovations. The impact of this protocol is beneficial to worldwide recycling efforts.”

Thus far, the feedback has been overwhelmingly positive for these wash-off solutions. According to UPM Raflatac, one customer emphasized the product’s potential for brands that want to ensure the highest possible recycling rate for their products. “Another customer said they knew that paper labels were not conducive to PET recycling, and so they wanted to make a graphics change while also using a filmic facestock with wash off adhesive, so their sustainability presence and efforts show they are not waiting for legislation forcing them to make a change but acting before,” notes Patrick Park, business development manager, UPM Raflatac Americas..

Another customer adds, “We changed from paper facestock to a filmic facestock and a wash off adhesive because it was the right thing to do.”

Moving forward, brands can evaluate what the impact would be to change their labels and dedicate their next decisions to lead the change to a more sustainable product. UPM Raflatac is available to help guide label converters on their path to helping brands become more sustainable, ensuring a circular future.