Labelling papers offer brand differentiation, sustainable options

Avery Dennison's new labelling papers are made from recycled pulp and alternative fibres that make them suitable for premium packaging of food, beverages as well as of beauty products and fragrances.

The company launched the four labelling papers in Europe, the Middle East and North Africa (EMENA) on June 28, and said the introduction coincides with increasing need for sustainable solutions as a result of industrial regulations, company environmental policies and consumer demand.

The range consists of three new papers made from 100% recycled fibres and one from hemp fibres as follows:

Fasson® rPaper Black FSC® 100% recycled (50% PCW and 50% PIW) is a black, core tinted, uncoated paper designed to provide a visually striking label for various applications. Its black color ensures a seamless and premium look, avoiding white edges or revealing whiteness from the back of wine bottles. This paper eliminates bleeding problems in ice buckets and offers excellent printability and embellishment compatibility.

Fasson® rMartelé Black FSC® 100% recycled (50% PCW and 50% PIW) is an uncoated, matte paper with a distinctive "hammered" tactile embossed finish. It matches the current portfolio's non-recycled Martelé Black, allowing for seamless integration into existing labeling solutions. Similar to the rPaper Black, this paper also eliminates the problem of black ink bleeding in ice buckets and, being pulp-colored, ensures a sophisticated and clean appearance by avoiding the unpleasant issue of the label's white edge and backside.

Fasson® rMartelé Blanc FSC® 100% recycled (50% PCW and 50% PIW) is also an uncoated, matte paper with the same "hammered" tactile embossed finish as rMartelé Black. This specific product will be available later this year and it matches the non-recycled Martele Blanc in the current portfolio, allowing for effortless integration for existing lines of wine and other high-end products. Additionally, it offers excellent printability with all the standard print methods and embellishing techniques.

Fasson® Hemp 50% FSC® paper provides a natural and bulky touch and feel with its white uncoated, matte surface — perfect for premium organic products. It offers a sustainable alternative to traditional wood pulp-only based papers and utilizes 50% hemp fibres that are sourced regionally from France and Germany and can be harvested up to 7 times annually. Its high-grammage facestock also makes it ideal for labels that feature embossed or debossed details.

“By incorporating these sustainable options, our Sustainable ADvantage portfolio helps brands reduce their environmental footprint and move towards a more sustainable and circular economy,” says Vladimir Tyulpin, marketing manager premium solutions at Avery Dennison. These solutions are particularly beneficial for industries such as wine, spirits, craft beverages, gourmet food, beauty, and fragrances, where brand differentiation and sustainability are paramount.”

With a wide selection of recycled facestock, rPLUS (an established and proven technology designed to solve ice bucket challenges for white and sparkling wines), and rPET liner construction, along with AD Circular liner recycling program and the use of the Carbon Trust Footprinting reporting tool, Avery Dennison empowers businesses to make informed decisions and accurately measure the impact of products.