Avery Dennison launches animal-free self-adhesive labels as veganism demands move beyond diet

02 Feb 2022 --- Avery Dennison is launching a certified-vegan labels portfolio, containing no animal-derived components. Additionally, every item in the market-first collection was created without animal testing or the use of animal origin GMOs. 

The portfolio has received approval from Eve Vegan, an independent organization created by Vegan France, which works to promote vegan alternatives in different industries, including food and medicine.

“Consumers increasingly embrace social causes – they seek products and brands that align with their values,” Luuk Zonneveld, product manager at Avery Dennison, tells PackagingInsights.

“Increased awareness about animal cruelty, health and environmental benefits drive the trend for veganism and vegan products. [But] veganism goes beyond diet,” he says.

Cruelty-free labeling
Zonneveld explains companies add animal-derived labeling to packaging “for various reasons,” but in most cases they are used to ease the processability of plastic films or bind components, for example in adhesives.

“Veganism goes beyond diet,” notes Luuk Zonneveld, product manager at Avery Dennison.“For papers, animal-derived labeling is sometimes used in coatings to obtain a specific finish, like gloss.”

Avery Dennison has launched six paper facestocks, three adhesives and two liners in the collection. These products can be mixed and matched according to customer needs.

Each item offers a similar performance level to non-vegan alternatives in both converting and application. Based on converter and end user needs, there are plans to expand the range with new paper facestocks.

The rise of veganism
Veganism now “extends into the world of packaging,” continues Zonneveld, “and we’re excited to help brand owners take their dedication to be cruelty-free to the next level with these innovative labels developed by our R&D team.”

The company says the new labels are suitable for different sectors, including beauty, wine and spirits and can serve as a unique selling point for brands.

Through Avery Dennison’s certification, companies can let consumers know their entire purchase – packaging included – abides by their values.

Innova Market Insights identified both transparency and plant-based formats top F&B trends in 2021. Consumer demand for increased transparency to meet evolving ethical, environmental and clean label requirements is at an all-time high. 

Furthermore, the market researcher says the accelerated demand for new plant-based formats and more sophisticated animal alternatives is proliferating. In particular, lab-grown meat has the potential to disrupt the industry with support from animal welfare campaigners.Through Avery Dennison’s certification, companies can let consumers know their entire purchase – packaging included – meets their ethical expectations.

Not without challenges
The use of vegan labels does present its own challenges. Zonneveld pinpoints the identification of the non-vegan components, the development of a vegan adhesive, and the collection of proof for Eve Vegan’s compliance requirements for all components and ingredients, as significant obstacles.

“These challenges were overcome by developing and working closely together with Eve Vegan and our suppliers,” says Zonneveld.

He adds that the company will continue to respond to consumer demand and that it has created a basic vegan label range to gauge the market appetite for vegan self-adhesive labels. 

“When there is more demand from our customers and the end-users for specific products in this range, we will assess based on expected demand if we will start the certification process.”

By Natalie Schwertheim

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