Coveris redesigns Rowse Honey packaging with RF tech and sustainable premium labels
Key takeaways
- Coveris and Rowse Honey have updated the packaging for Rowse’s premium Manuka Honey range.
- The redesign includes SourceTag RF technology for improved security.
- The new packaging features dual hot foil applications, providing improved print definition, color fidelity, and tactile depth.
Coveris has redesigned the packaging for the premium Manuka Honey range by Rowse Honey, part of Valeo Foods Group. The new packaging includes SourceTag radio frequency (RF) technology on back labels and improves in-store security integration.
The updated range is available in jar and squeezy bottle formats. According to the companies, a combination of textured, uncoated substrates and colored hot foils “defines the visual identity of the product line.”
Each stock-keeping unit, including more than 500 methylglyoxal variants, is distinguished by a specific foil color, enabling customers to identify product types and supporting brand recognition.
“Technical enhancements include a switch from silver paper to uncoated, textured materials for a more natural look and feel, and use of dual hot foil applications per label, enhancing visual depth and tactility and sharp print definition and color fidelity delivered through Coveris’ advanced printing capabilities,” the companies say.
Design-led thinking
The redesign is led by The Space Creative and realized in print by Coveris with support from Aire Global. The solution features a modern aesthetic that aims to refine shelf presence.
The core primary packaging remains unchanged, according to the companies. However, the upgraded label solution is said to contribute to a “more defined premium tier within Rowse’s product portfolio.”
Rowse Honey has also collaborated with Coveris’ recycling facility ReCover Paper for its self-adhesive label production waste. The facility was expanded last year to process 10,000 metric tons of waste annually.
The companies say that over the past year, Rowse Honey recycled 42 kg of release liners, preventing an estimated nine metric tons of CO2 emissions compared to landfill disposal as part of the RafCycle program with UPM Adhesive Materials. RafCycle was developed to help businesses dispose of their linerless labeling waste through a collection scheme.
Last year, Coveris invested £1 million (US$1.3 million) in its Linerless Labelling Centre of Excellence in Spalding, UK. Its new press is said to support various linerless label formats, including slidewrap, c-wrap, envelopes, punnet labels, and contour-fitted solutions for Skinpack products.
