Eastman Embrace HY Gives Upbeat Protein Drink Bottles Enhanced Recyclability, Premium Finish

Thursday, November 21, 2013

Looking for a premium finish to reflect its new on-the-go beverage product, U.K.-based The Good Whey Company turned to Eastman Embrace™ HY copolyester material to use for its labels. These labels — supplied by CCL Label Decorative Sleeves, also based in the U.K. — are used on bottles of Upbeat, a high-protein dairy drink. Embrace HY was selected because the material offers the bottles a soft-to-the touch feel, matte look, 360-degree billboard effect and sustainability benefits.

Meeting consumer needs  
One reason Eastman Embrace™ HY copolyester was considered by The Good Whey Company for the Upbeat product is because the recyclability of the bottles was important to the company.

“Eastman Embrace™ HY copolyester is an innovative sustainable packaging option for brand owners, offering a 30 percent lower density than other copolyesters and requiring less material for the same demand,” said Anthony Sammut, EMEA specification sales and marketing manager, Eastman. “By using Embrace HY for its labels, The Good Whey Company was able to use a custom-designed clear PET bottle — which is recyclable — with a tapered waist, instead of having to use a pigmented bottle with a shrink label.”

 

upbeat bottles

The twin perforation on the label enables the end user to easily tear and remove it. When a label is removed, the bottle can be more readily detected in the recycling stream, increasing the probability the plastic will be used for a new bottle. The product also was made more recyclable on account of the bottle being clear rather than colored PET, unlike many other dairy products.

“Working with Eastman Embrace™ HY and using the twin perforation allowed for an easily and cleanly removable sleeve, therefore encouraging consumers to remove the labels and enhancing the probability the bottle will be recycled without the fear of contamination,” said Jon Cowan, sales director, CCL Label Decorative Sleeves. “These subtle perforations do not detract from the visual excellence the sleeve offers in terms of 360-degree decoration.”

Desirable Attributes
Eastman Embrace™ HY copolyester provides products a distinctive on-the-shelf presence with a wraparound, 360-degree billboard effect that forms tightly around highly contoured containers. The material is naturally white colored, eliminating the need for printed white flood coats. The Good Whey Company also selected Embrace HY because of the material’s matte effect and that it feels soft to the touch.

 

upbeat twin perforation

“The Upbeat packaging requires a premium finish to reflect the high quality of the product inside the bottle, and using Eastman Embrace™ HY copolyester has allowed us to do just this,” said Susie Hignett, brand manager, The Good Whey Company.

A team effort
The Good Whey Company selected CCL Label to produce the Upbeat labels because of the company’s technical knowledge and skills and because of the group’s effective customer support during the project’s development. In turn, from previously working with its products, CCL Label knew Eastman had just the right material.

“When we were approached by The Good Whey Company for a product label that would be attractive and eye-catching, we immediately identified Eastman Embrace™ HY material as the ideal solution,” Cowan said. “All companies worked through the development phase to achieve an attractive final package design.”

Upbeat is sold at Tesco Extras and Superstores, Holland & Barrett and at select Waitrose stores and Moto Services in Berkshire, Bedfordshire and Oxfordshire in the U.K. Find specific stores at www.feelingupbeat.com.

For more information about Eastman Embrace™ family of resins, visit www.eastman.com/embrace.

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