Packaging specialist Verstraete IML has launched several in-mould labelling (IML) innovations in the past year. According to its order books, double-sided and metallic IML systems are showing increasing demand amongst major brand owners.
Double-sided IML labels, as the name suggests, are printed on both sides, which creates additional space for information such as product use suggestions, competitions or information required by law. Galbani (Santa Lucia) and Maison Raymond are some of the first brands to adopt the new technology, says Verstraete. Both firms use it to include recipe suggestions with the packaging.The other trend is towards metallic-effect labels. A metallic IML label gives the packaging a premium metallic look by using cold foil.
The paint, cosmetics, storage box and high-end food markets have reportedly shown the most interest in metallic IML technology. Various brand owners appreciate the extra branding and diversification opportunities offered by metallic IML, claims Verstraete. The transition from metal to plastic packaging using metallic IML is a cost-efficient solution to retaining consumer appeal, says the group. Paint producer Jotun distinguishes its paint on shelf by using this type of label, taking the benefits of plastic, whilst keeping the metal look.
Koen Verstraete, CEO of Verstraete IML, explained: “Brand owners’ marketing budgets are decreasing and should be spent wisely. Marketing managers have more and more difficulties on dividing their budgets over all kinds of advertising possibilities. 15 years back in time, TV ads and newspaper commercials did their job. Today, the media market is much more fragmented with the growth of multiple social media channels. As a result, wiser decisions need to be made. Multiple studies have proven that the consumer makes his choice on the shelf, evaluating price-quality and –even more important- the ‘look’ of the packaging. I can’t phrase it better than what one of Unilever’s marketing managers told me one day: our packaging is the face to our consumer, we better make sure it creates a smile!’. Therefore the product needs to stand out on the shelf. One of the ways to do this, is using innovative IML labels, that combine a photographic quality with an innovative character and create emotion.”
To cope with the worldwide demand for IML labels, Verstraete plans to invest in expanding its production capacity in the coming 12 months. The group recently hired 40 new employees, and is in the process of providing full training.
Koen Verstraete continued: “The European market already picked up on multiple IML innovations. As the ‘orange peel’ and ‘glossy’ look have become a market standard, brand owners look more and more to differentiate themselves through look and feel innovations. As for other continents, we see a shift from other decoration techniques to in mould labeling. During the past two years, we have built our own worldwide network of IML experts, assisting our industry partners, customers and all newcomers in IML projects. In order to assist we have opened our own offices in Boston, Sao Paulo, Beirut, St-Petersburg and Bangkok. IML has a great potential for growth on a worldwide scale. With growing middle class population in Africa, Latin American and South-East Asia, we believe in mould labeling is only at the starting point of becoming a global packaging decoration technology.”