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Putting pressure on shelf appeal and productivity

Supplier News

AVERY Dennison is proud to sponsor FOOD Magazines 2005 Top 50 Processors feature.

Our key message to food and beverage manufacturers is simple: it’s all about shelf appeal and productivity. With increasing international competition the need to increase productivity while developing powerful brands are key ingredients for success.

In particular, with regard to packaging and product decoration, pressure sensitive labels (PSL) are a way to significantly enhance shelf appeal without necessarily increasing the total applied cost.

PSL vs. wet glue

The motivation to transition a label to pressure sensitive technology has been two-fold: aesthetics and productivity.

Initially it’s all about shelf appeal.

The decision to switch from more traditional decorating methods such as wet-glue labels to pressure-sensitive labelling has been driven by marketers and designers who are seeking superior aesthetics to differentiate in a crowded market place. This has been proven time and again by the success pressure-sensitive labels have had in the Australian wine industry.

As an example, the beverage industry provides an increasing number of examples of PSL technology in ready-to-drink, water, wine and beer categories.

Brand managers are recognising the aesthetic advantages of pressure sensitive labels in terms of greater flexibility in label sizes and more intricate label shapes. However, there are a lot more advantages.

Not only do pressure sensitive labels allow for more visually appealing graphics i.e. greater shelf-appeal, they also offer a variety of materials to choose from including crystal clear and metallised films for superior performance in moist environments. Pressure sensitive labels retain aesthetic appeal in the fridge and ice bucket - unlike wet glue paper labels.

The ‘globalisation’ of product and brand images has resulted in many multi-national companies making the move to global product specifications in an effort to build worldwide branding consistency of their products.

One such example of this is the standard ‘clear-on-clear’ Avery no-label-look product, Fasson® PP Top Trans /S4000/ PET 30 – our new generation, global, crystal clear acrylic emulsion adhesive based material for clear on clear applications such as beer and water.

Not only does this create global consistency for the brands label but it also ensures consistency in converting and application performance of the label.

Productivity next on agenda

Operations managers have also found PS labelling technology to be more user-friendly than wet glue labelling and those who have experienced the benefits of PS are now strongly in support of this change.

PSL promotes a significantly cleaner operation associated with PS labelling, as there are no glue delivery lines that need to be warmed up at startup every morning and there is no periodic clean up, which is required with wet-glue lines.

Recent innovations in pressure sensitive labelling technology have brought PS labelling speeds up to the levels of wet glue labellers.

For a typical beer application, it has been proven that the total applied cost of pressure sensitive film labels made from Fasson® brand pressure sensitive film materials can be very competitive versus paper wet glue labels.

Further, Avery Dennison has sophisticated tools to quantify and compare the total applied costs associated with wet glue labelling, shrink sleeves and PS labels etc.

They work closely with all points in the supply chain to: uncover concrete ways in which to take cost out of the labels supplied by the label printer; and work with suppliers of automatic label application equipment to dramatically increase the speed and reliability of label application to speeds that rival wet-glue labelling.

Key contact:

Andrew Crawford

Marketing Manager

Avery Dennison Materials - Aust & NZ

Tel: (03) 8325 8356


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