Avery Dennison at Labelexpo

Labelexpo Review Part 2

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Avery Dennison
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.

The Covid-19 pandemic led to the country-wide lockdown on 25 March 2020. It will be two years tomorrow as I write this. What have we learned in this time? Maybe the meaning of resilience since small companies like us have had to rely on our resources and the forbearance of our employees as we have struggled to produce our trade platforms.

The print and packaging industries have been fortunate, although the commercial printing industry is still to recover. We have learned more about the digital transformation that affects commercial printing and packaging. Ultimately digital will help print grow in a country where we are still far behind in our paper and print consumption and where digital is a leapfrog technology that will only increase the demand for print in the foreseeable future.

Web analytics show that we now have readership in North America and Europe amongst the 90 countries where our five platforms reach. Our traffic which more than doubled in 2020, has at times gone up by another 50% in 2021. And advertising which had fallen to pieces in 2020 and 2021, has started its return since January 2022.

As the economy approaches real growth with unevenness and shortages a given, we are looking forward to the PrintPack India exhibition in Greater Noida. We are again appointed to produce the Show Daily on all five days of the show from 26 to 30 May 2022.

It is the right time to support our high-impact reporting and authoritative and technical information with some of the best correspondents in the industry. Readers can power Packaging South Asia’s balanced industry journalism and help sustain us by subscribing.

– Naresh Khanna

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