CCL masterminds circularity-boosting WashOff Labels ahead of new European recycling rules

21 Oct 2020 --- CCL Industries, producer of WashOff Labels, is expecting the German Packaging Act and other impending European packaging legislation to boost demand for its recycling and reuse-supporting label and sleeve solutions.

The German Packaging Act will require packaging companies to increase glass recycling rates to 90 percent from 2022, up ten percentage points from the 2019 mandate. 

For reusable bottles to be repeatedly refilled efficiently, their labels must be removed quickly, easily and without leaving any residues. WashOff Labels are specially developed for bottles that go through several life cycles.

“Often labels are just seen as a small part of the packaging, but their performance is vital when it comes to recycling,” Sebastian Kleu, head of sales beverage Europe, shares with PackagingInsights.

“Often labels are just seen as a small part of the packaging, but their performance is vital to recycling,” says Kleu.WashOff’s main benefits include a faster and cleaner removal than paper labels, reduced water and energy consumption rates and a premium look at lower costs than formats involving direct printing.

These benefits have convinced beverage brands such as FeverTree, Guinness and Schweppes to adoptWashOff Labels. 

Cost and resource savings
Unlike wet-glue labels, WashOff Labels do not require water to clean and maintain the change parts, saving costs and resources. They also require fewer change parts for label size and shape changes than wet-glue labels. 

During the cleaning process, the WashOff technology shrinks and detaches the labels from the bottles inside a low-temperature washing bath, leaving inks and adhesives embedded on the label to avoid contaminating the water. 

The washed off, shrunken labels can then be easily retrieved from the washing basin, which has a lower waste volume than other labels.

Kleu notes certain limitations to gravure printing using WashOff Labels. Gravure printing engraves images on a cylinder using a rotary printing press. “But generally, there are limitless possibilities and no major restrictions [toWashOff Labels].”

Recycling barriers
A completely closed loop for the WashOff Labels themselves is not yet possible, Marika Knorr, head of sustainability and communication, tells PackagingInsights.

The main barriers are the inks and the adhesive, and the collection and sorting systems. 

The shrinkage of the WashOff Labels translates into a lower waste volume than other labels (Credits: CCL Industries).“At the moment, it is difficult to ‘clean’ the actual label material from the other components. Therefore, thermal recovery and energy gain or plastic downcycling for a new [product] life are most common. But there are very interesting technologies emerging in the markets and we are investing in closed loop recycling technologies as we speak,” Knorr explains.

Eye on the future
WashOff Labels were first introduced a decade ago. Since then, CCL Industries has consistently evolved its development and optimization processes.

“We are constantly optimizing properties and storage stability in different temperatures, WashOff performance and peel ability under different conditions,” says Knorr.

The market continues to intensify its focus on environmental sustainability. The heightened demand for more eco-conscious packaging materials is motivating the company to increase the recycled plastic content and downgauge its label film, making it thinner and more CO2-efficient.

Specifically, the company aims to extend the application to lower wash-off temperatures, reducing energy costs and allowing the label to perform on rigid PET bottles. This could help close the loop on more plastic bottles.

By Anni Schleicher