Avery Dennison explores benefits of functional reclosure packaging

While one of the label’s main functions is to draw consumer attention to a package on crowded shelves, there are functional capabilities that can drastically enhance the user experience. For example, functional reclosure packaging can turn a standard label into an active part of the package that locks in freshness, extends shelf life, and keeps products secure through dozens of openings.

Avery Dennison has prioritized innovation in this area, as consumers have experienced numerous benefits to this type of packaging.

“By swapping out bulky rigid lids for lightweight, peel-and-reseal films, brands cut down on plastic waste and material costs without sacrificing convenience or high-speed line efficiency,” states Vanita Marzette, senior product manager, Avery Dennison. “You see this technology driving the most value in fresh produce, deli meats, and dry bakery goods, where freshness is everything, as well as household and personal care wipes that need a tight barrier to keep from drying out.”

Avery Dennison has specialized in reclosure packaging for some time. Most recently, the company has advanced these capabilities by focusing on lightweighting, tough chemical resistance, and digital integration, while actively building toward full circularity. Plus, there are RFID possibilities with the latest reclosure product developments.

“We’ve thinned film gauges to slash plastic weight without sacrificing repeat tack, and our adhesive platforms handle aggressive formulations – like high-alcohol wet wipes – without degrading or edge-lifting,” explains Marzette. “To ease the transition away from heavy rigid lids, our innovations let brands run resealable films directly on existing packaging lines. Looking ahead, we are actively developing innovative platforms for recycling streams to unlock recyclability, while already layering in smart RFID technology to turn functional closures into connected tools for tracking and consumer engagement.”

Moving to flexible packaging

As was evident on the show floor at LOUPE Americas, label converters are increasingly expanding their capabilities into flexible packaging. According to Avery Dennison, converter interest in this application clearly signals a broader industry pivot toward flexible packaging as CPGs race to meet aggressive sustainability goals and lower shipping costs without compromising on product freshness or barrier integrity.

“By replacing heavy rigid lids with functional, lightweight labels, brands can instantly drop overall package weight by up to 70% while keeping production speeds high on converting lines,” says Marzette. “Converters are partnering with Avery Dennison Reclosure portfolio to navigate tricky food-contact and chemical-resistance requirements.”

There are numerous challenges to remedy in this space, as well. However, there are clear benefits for the brand and consumer alike. Designing these functional products is what Marzette describes as “a high-stakes balancing act” between delicate chemistry and mechanical precision.

“The biggest challenge is formulating custom adhesive systems that deliver a smooth, clean peel without sticky residue, while maintaining enough repeat tack to reseal tightly through dozens of uses – all while resisting aggressive chemicals in wet wipes or oils and moisture in fresh food,” remarks Marzette.

“Our Avery Dennison Reclosure portfolio and HeatSeal technologies directly address these demands, replacing heavy rigid lids with lightweight films run flawlessly on high-speed lines at hundreds of units per minute. From precision diecutting that protects barrier integrity to heat-seal activation on existing packaging equipment, it is all about delivering a multi-layer construction that performs like a high-end mechanical closure every single time,” adds Marzette.

New solutions

Avery Dennison is currently highlighting its new reclosure R1350 adhesive to further advance reclosure packaging. This product is a low-odor acrylic adhesive with a smooth, low-noise peel. Its ultra-low peel strength (110 grams per linear inch) and excellent water whitening resistance make it specifically suited for heat-sealable reclosure applications in the produce sector.

“To address this market, Avery Dennison offers specialized reclosure adhesives like R1490 for direct food contact and microwavables, alongside R3500, R3525, and R3400 for moist or dry foods like deli meats and cookies,” comments Marzette. “For harsh environments like wet wipes, the R143 adhesive provides heavy-duty chemical resistance, so seals don’t break down over time.

“Beyond specialized adhesives, we provide top-seal heat-seal solutions that replace rigid clamshell lids, integrated high-barrier films, and solvent-free formulations that significantly cut carbon footprints while running seamlessly on standard converting equipment,” concludes Marzette.