Premium circularity: Avery Dennison introduces four label papers made from recycled content and hemp

29 Jun 2023 --- Avery Dennison has unveiled four labeling papers crafted from recycled pulp and alternative fibers for the premium packaging segment.

Available in Europe, the Middle East and North Africa region, the new label range consists of Fasson rPaper Black FSC, Fasson rMartelé Black FSC and Fasson rMartelé Blanc FSC papers made from 100% recycled fibers and Fasson Hemp 50% FSC from hemp fibers.

“By incorporating these sustainable options, our Sustainable ADvantage portfolio helps brands reduce their environmental footprint and move toward a more sustainable and circular economy,” says Vladimir Tyulpin, marketing manager of premium solutions at Avery Dennison. 

“These solutions are particularly beneficial for industries such as wine, spirits, craft beverages, gourmet food, beauty and fragrances, where brand differentiation and sustainability are paramount.”

Avery Dennison is helping businesses to make informed decisions and accurately measure the climate impact of products.Premium look and feel
Fasson rPaper Black FSC is a black, core tinted, uncoated paper designed to provide a visually striking label for various applications, shares Avery Dennison. 

Its black color ensures a seamless and premium look, avoiding white edges or revealing whiteness from the back of wine bottles. The paper eliminates bleeding problems in ice buckets and offers “excellent” printability and embellishment compatibility.

Fasson rMartelé Black FSC 100% recycled is an uncoated, matte paper with a distinctive hammered tactile embossed finish. It matches the current portfolio’s non-recycled Martelé Black, allowing for seamless integration into existing labeling solutions. 

“Similar to the rPaper Black, this paper also eliminates the problem of black ink bleeding in ice buckets and, being pulp-colored, ensures a sophisticated and clean appearance by avoiding the unpleasant issue of the label’s white edge and backside,” states the company.

Fasson rMartelé Blanc FSC is an uncoated, matte paper with the same hammered tactile embossed finish as rMartelé Black. The product will be available later this year and matches the non-recycled Martele Blanc in the current Avery Dennison portfolio, allowing for the integration of existing wine and other high-end products. 

Organic fibers
Meanwhile, hemp fiber’s new premium labeling possibilities in Fasson Hemp 50% FSC paper provide a natural and bulky touch and feel with its white uncoated, matte surface – ideal for organic products. Fasson rPaper Black FSC is a black, core tinted, uncoated paper designed to provide a visually striking label for various applications.

Avery Dennison elaborates that hemp paper offers a sustainable alternative to traditional wood pulp-only based paper and utilizes 50% hemp fibers that are sourced regionally from France and Germany and can be harvested up to seven times annually. Its high-grammage facestock also makes it ideal for labels that feature embossed or debossed details, says the company.

Material rethink for circularity
Avery Dennison is helping businesses to make informed decisions and accurately measure the climate impact of products. 

The company offers a wide selection of recycled facestock, rPLUS technology designed to solve ice bucket challenges for white and sparkling wines and rPET liner construction, along with AD Circular liner recycling program and the use of the Carbon Trust Footprinting reporting tool.

“The [label] launch comes at a time when industrial regulations, company environmental policies, and consumer demand contribute to the growing need for sustainable labeling and packaging solutions,” says Avery Dennison.

Recently, UPM Raflatac launched Rêverie 3 label materials collection, using recycled fibers in labels. “The label designs in the Rêverie 3 collection were created for high-end wine, spirits, sparkling cider, craft beer and tomato juice drinks, with excellent execution of the artworks with different printing techniques managed by Gráficas Varias,” said Joss Ramel, packaging solutions manager for Spain and Portugal at UPM Raflatac. 

Edited by Radhika Sikaria