Avery Dennison prioritizes recycled content in product development

As attendees walk the halls of Labelexpo Americas, there will be quite a few products on the show floor that might have seemed inconceivable four years ago. From a material perspective, there has been a rapid influx of products containing recycled content. Today, the label and packaging printing industry has made many advances in sustainability, and many of these developments will be highlighted at the event, which will take place from 13 to September 15, 2022, in Rosemont, Illinois, USA.

Avery Dennison is showcasing a number of new recycled content products at the event. For example, the company will unveil its new recycled content film (rMDO), which will be available in clear and white. The conformable film contains 30% post-consumer recycled content and is also combined with Avery Dennison’s new AD CleanFlake adhesive technology to enable recyclability.

The company will also launch a recycled content (rDT) direct thermal paper with 15% recycled content. The product will be featured alongside several products available with an rPET liner. Film liner contains 30% recycled content.

From a front-end perspective, Avery Dennison offers a variety of products with 30-100% recycled content. These include the company’s Recycled Content Wine paper fronts. These new products have been designed to keep pace with the growing demand for sustainable labeling products.

“Consumers are increasingly aware of the impact their purchases and behavior have on the planet,” said Christina Vargo, Product Manager, Films, Avery Dennison Labels and Packaging Materials. “As a result, they will support companies that promote circular models aimed at reducing, reusing and recycling.

“Brands are looking to design their packaging for recyclability and the label plays an important role,” she adds. “The label can help communicate to consumers the impact of their product on the environment, educate the consumer on how to recycle their product and help enable recycling of the container.”

While demand for recycled content remains high, ongoing supply chain challenges have made these efforts a bit more difficult. For example, rising costs and availability have directly impacted the timing of brands to introduce recycled content into their packaging.

“As we face inflationary prices, adding recycled content has been difficult due to higher premium costs,” comments Vargo. “Brands that recognize consumer needs are willing to take premium for the larger goal of sustainability. We are also seeing issues with the supply of recycled content in the market, creating challenges in getting a massive amount of it. is due to more brands wanting to incorporate recycled content when we don’t have a stable recycled content supply chain overall.

However, Avery Dennison works diligently to support customers in their sustainability efforts. According to Vargo, Avery Dennison has created films with recycled content, transferred its adhesives business to AD CleanFlake to enable recycling of PET and HDPE containers in hopes of increasing recycled content supply in the long term , and tracking market trends around sustainability to help processors achieve their environmental goals.

“The goal is to get closer to a more circular economy,” Vargo remarks. “Right now we can take measures like rMDO or AD CleanFlake Technology, but in the future, as consumers, we all have to buy in. Adoption is key for converters and brands to achieve their sustainability goals. Building the story on why recycled content is so important and how each of us can play a part in a more sustainable world.


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