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PACKAGING TRENDS

ACHIEVE THE COMPETITIVE EDGE IN SPECIALTY BEVERAGES WITH NEW SHRINK FILM

In an age of increased customization across almost all market sectors and industries, product differentiation for consumer packaging companies can come just as easily from the shape of a bottle as from its contents, leaving brandowners challenged to find inventive ways to stand apart from competitors. Shelf appeal is one important way to stand out from the crowd. Packaging that enhances the product using eye catching colors and graphics or innovative shapes and designs more often than not comes out on top at the first moment of truth. And as plastic and glass bottle shapes become more romantically contoured to connect emotionally with consumers, so too must the labels that fit them. Increasingly, advanced shrink films have emerged as the goto labeling option. Over the last five years, new products using shrink film labeling have exploded. In 2003, just over 2,000 new products were launched using shrink film labeling globally; by 2008, that number more than tripled, reaching 7,000. To meet this need, Eastman

has introduced two advanced resins for use in shrink film applications: Eastman Embrace copolyester, the flagship resin, and Eastman Embrace LV, a new choice offering low shrink force and versatility within the shrink curve. These two innovative brands of copolyester resins for shrink body labels are recognized for their enhanced clarity, printability, toughness and reliable seaming and shrinkage. These qualities have helped them become the world’s leading shrink films that are now used for a wide variety of beverage products, including dairy, water, juice, liquor and sports and soft drinks. USING CREATIVITY FOR PRODUCT DIFFERENTIATION Vibrant colors, eye-popping

52 - Italian Food & Beverage Technology - LX (2010) march

graphics and unique package design are all characteristics that make packages jump off the shelves. And these winning attributes can be achieved using Eastman Embrace and Eastman Embrace LV. The Eastman Embrace copolyester line is an ideal solution for flexible packaging and high contour containers of all shapes and sizes. With maximum readability and printability, Embrace and Embrace LV resins for shrink film enable brand owners to shed the costs and bulk of secondary packaging and maximize shelf appeal. Aesthetically, shrink film made with Embrace and Embrace LV resins can be printed using thermochromatic, metallic and glow-in-the-dark inks and can be used with spot var-

nishing and Organic Photovoltaic (OPV) for a frosty-cold look. The shrink films are also more squeezable and have a soft and natural feel. With a shrink rate of up to 80%, film generated with Eastman Embrace and Eastman Embrace LV resins contour more closely to complex surfaces for additional aesthetic benefits. Eastman Embrace and Eastman Embrace LV resins for shrink film also offer a 360º billboard for packages. This enables designers to use the entire package surface to communicate with the consumer, helping the product to stand out on store shelves. Embrace LV offers a consistent film edge at the top and bottom of the package for fewer “smiley faces” on oval, square and oblong containers. Embrace’s high-quality printability delivers reverse printing that gives unmatched clarity, gloss and presence. Its surface printing can be done with existing technology and without pretreatment of any kind. The Eastman Embrace resins for shrink film line also offers very different levels of shrink force. Embrace resins offer

ITALIAN BEVERAGE TECHNOLOGY 60/2010  

Rivista esclusivamente in inglese, sviluppata a supporto di tutte quelle aziende italiane che vogliono puntare sull’export di macchine, prod...

ITALIAN BEVERAGE TECHNOLOGY 60/2010  

Rivista esclusivamente in inglese, sviluppata a supporto di tutte quelle aziende italiane che vogliono puntare sull’export di macchine, prod...