Avery Dennison at Labelexpo

Labelexpo Review Part 2

Avery Dennison launches sustainable materials and intelligent labels at Labelexpo Europe 2019

Avery Dennison although the biggest supplier to the Indian label market, no longer enjoys a monopoly. Other global suppliers such as Lintec, UPM Raflatac, and the Mumbai-based SMI, itself now a considerable exporter of labelstock, have a growing presence.
Some brave Indian label converters also produce excellent quality labelstocks that have met with the approval standards of major brand owners. At the AWA seminar on label liners before Labelexpo, we discovered that this is not an unusual strategy for label converters around the world.

New materials, adhesives and enabling connected innovation

At Labelexpo Europe 2019, converters saw Avery Dennison projecting several aspects of its leadership with breakthroughs in adhesive technology, sustainability, active and intelligent packaging, and a segment called imagination – dedicated to enabling innovation in label design with the use of new materials.

“Thanks to the company’s long-term commitment and investment in materials science and R&D, we look forward to introducing what we believe will be a game-changing adhesive solution to the market,” said Jeroen Diderich, vice president and general manager, Label and Graphic Materials Europe. In this area, Avery offered a range of automotive solutions for electric vehicles and light-weighting with low minimum order quantities and fast turnaround, amongst other breakthroughs.

Avery Dennison’s new cold chain adhesive can be applied at temperatures as low as -50°C, and holds fast, down to -196°C. It protects the quality of pharmaceuticals and human tissue by reducing the need for temperature excursions while reducing loss and margin for error by ensuring identifying labels stay attached.

For pharma labels with high visibility, the company showed a topcoat with UV-detectable luminescence applied to adhesives or film facestocks. For delivering easier detection on all substrates by choosing blue, red, or yellow, converters can buy luminescent top-coated films with any Avery Dennison adhesive or facestock and avoid the complexity of adding varnish on-press. This breakthrough topcoat also enables on-label brand security.

“In the future, everything we buy and use will soon have a unique digital identity and the ability to connect to the internet—and everything else,” said Jasper Zonnenberg, senior global marketing director for Intelligent Labels. The company showed that with its On-Metal tags, metals and packages containing liquids are no longer a barrier to RFID adoption, and with a compelling ROI, these can be used in segments like beauty and food.

Active and intelligent labels

Avery Dennison partnered with PragmatIC, a world leader in ultra-low-cost flexible electronics, at Labelexpo to show inlays for multiple market applications. Expertise from the two companies is expected to deliver practical high-volume packaging solutions, with the unique electronics platform providing high frequency, flexible integrated circuits (FlexICs) thinner than a human hair that can easily be embedded into multiple substrates.
Avery also showed its first to market microwave-safe RFID tag, WaveSafe. Specially designed for item-level tagging of chilled and frozen packaged foods, WaveSafe tags eliminate the fire risk from microwaving RFID-labeled food packages, while still delivering highly accurate read rates and item tracking, and TÜV-certified for regulatory compliance.
Avery Dennison at Labelexpo was keen to enable experimentation with the new materials and technologies that it has by making these available in small quantities. This can be done with its M_use platform that offers design inspiration, industry insights, and future trends and an interactive portfolio of wine and spirits label materials (my-muse.com).

The company also highlighted its OEM-certified inkjet labeling materials to support all major digital inkjet technologies and printers. These include durable materials for water-based and UV inkjet and can be offered with low minimum orders suitable for smaller runs.
For European customers, the company launched ORUS (its one-roll unique service) program offering a single, 1000-meter long, first roll of any 1 m product combined with any Avery Dennison adhesive technology. The service reduces development costs for innovative labeling applications and makes inventory more manageable.