Avery Dennison partners with start-up innovators in industry-first accelerator program

09 Feb 2022 --- Avery Dennison is launching a “label industry-first” program called AD Stretch, partnering with start-up innovators to solve critical challenges and create new opportunities for environmental sustainability, customer experience and value chains. 

The adhesive materials manufacturer will engage with start-ups to enable disruption and evolution in labels and packaging, supporting promising start-ups and inventors with its industry experience and scale.

“We’re working to increase the value of packaging for consumers and brands through improved customer experiences, new materials innovations and value chain efficiency, all while maintaining our focus on environmental impact,” Jessica Felber, global communications manager at Avery Dennison, tells PackagingInsights.

“These goals present a variety of challenges and opportunities. Finding new ways to enable labels and packages that minimize environmental impact and enhance transparency, safety and connectivity throughout the journey from production to end-user delivery are certainly high among those.”

AD Stretch will be launched by regional cohorts, starting in Asia Pacific and Latin America, before rolling out in Europe and the US later this year. Each cohort will have a region-specific brief that draws on regional challenges, with the end goal of solving a specific problem.Regional cohorts will launch AD Stretch in Asia Pacific and Latin America, followed by Europe and the US.

Powering up packaging 2.0
The program’s core themes will focus on connecting consumers to brands through new experiences, creating environmentally responsible and efficient value chains and developing materials and “packaging 2.0.”

Felber explains packaging 2.0 incorporates digital and functional solutions, including new inks, adhesives and printing technologies and methods, multifunctional materials, materials created from upcycled waste, and solutions enabling data analysis, traceability and authentication.

“Complementing our industry-leading internal capabilities and our corporate venture program, AD Stretch will play a critical role in our overall innovation approach and extend our circle of innovators,” comments Pascale Wautelet, global vice president for research and development at Avery Dennison’s Label and Graphic Materials division.

“We’re stretching beyond borders and boundaries and increasing the pool of industry talent we work with to create a collective global problem-solving culture that inspires everyone it touches and generates real value for our stakeholders and society.”

Shruti George, senior director for strategic innovation platforms at Avery Dennison, adds: “When faced with a complex ecosystem, there are challenges and opportunities in equal measure. In some cases, the solutions lie in scale and existing infrastructure; in other cases, in agility and a blank page.”

“By combining our financial firepower with the agility of start-up innovators, we’re supercharging our efforts to increase efficiency in the supply chain, create the next generation of packaging and solve environmental challenges.”AD Stretch aims to solve critical challenges and create new opportunities for the labeling industry.

The best and brightest 
In partnership with venture studio Highline Beta, the program aims to attract “the best and brightest” start-ups and innovators. Following a period of review and consultation, the applicants will be narrowed down to 10 finalists that will go on to execute a pilot project.

Avery Dennison is a global Fortune 500 company and also an “80-year-old start-up,” founded by inventor Stan Avery. “We have a longstanding culture of innovation coupled with the experience and scale to support entrepreneurs working on innovative, disruptive technologies in labels and packaging,” continues Felber.

“As AD Stretch is a first in the labels industry program, we are excited about the benefits it will bring to our customers and the broader industry. We believe strongly in the importance of collaboration across borders and boundaries to solve the common issues we face,” she concludes.

The company recently launched vegan self-adhesive labels and had its wash-off adhesive label for PET containers approved by Scandinavian deposit return systems.

Last year, it partnered with The Future Laboratory consultancy on a zero-waste roadmap. The report provided brands and retailers with a strategic framework for action, outlining a set of key drivers to accelerate solutions for a circular economy.

By Joshua Poole