Avery Dennison has launched four recycled and alternative fibre label papers for premium packaging segments including wine and spirits, craft beverages, gourmet foods, beauty and fragrances.
Available in the Europe, Middle East and North Africa region, the launch comes at a time when industry regulations, corporate environmental policies and consumer demand are contributing to the growing need for sustainable labelling and packaging solutions. The new range consists of three new 100% recycled fibre papers and one hemp fibre paper 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 a variety of applications. Its black colour ensures a seamless and premium appearance, eliminating white edges or whiteness on 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 matt paper with a distinctive 'hammered' tactile embossed finish. It matches the non-recycled Martelé Black in the current portfolio, allowing seamless integration into existing labelling solutions. Similar to rPaper Black, this paper also eliminates the problem of black ink bleeding in ice buckets and, being pulp coloured, ensures a sophisticated and clean appearance by avoiding the unattractive white edge and back of the label;
- Fasson rMartelé Blanc FSC 100% recycled (50% PCW and 50% PIW) is also an uncoated matt paper with the same "hammered" tactile embossing as rMartelé Black. This specific product will be available later this year and will match the non-recycled Martelé Blanc in the current portfolio, allowing for easy integration into existing wine and other high-end product lines. It also offers excellent printability with all standard printing and enhancement techniques;
- Fasson Hemp 50% FSC paper has a natural, voluminous feel with a white, uncoated, matt surface - perfect for premium organic products. It offers a sustainable alternative to traditional wood pulp-based papers and uses 50% hemp fibres, which are regionally sourced from France and Germany and can be harvested up to 7 times a year. Its high grammage also makes it ideal for labels with embossed or debossed details.
Vladimir Tyulpin, Marketing Manager Premium Solutions at Avery Dennison claimed:
By incorporating these sustainable options, our Sustainable ADvantage portfolio helps brands reduce their environmental footprint and move towards a more sustainable and circular economy. These solutions are particularly beneficial for industries such as wine, spirits, craft beverages, gourmet foods, beauty and fragrances, where brand differentiation and sustainability are paramount.
With a wide range of recycled facestock, rPLUS (an established and proven technology that solves the ice bucket challenge for white and sparkling wines) and rPET liners, as well as the AD Circular liner recycling programme and the use of the Carbon Trust Footprinting reporting tool, Avery Dennison enables companies to make informed decisions and accurately measure the impact of their products.
