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Upbeat protein drink label encourages bottle recycling

The Good Whey Company selects a premium-finish label material for its new protein dairy drink that provides shelf impact and facilitates bottle recycling.
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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 copolyster material from Eastman Chemical Co. for its labels. The shrink-sleeve labels, supplied by CCL Label Decorative Sleeves, also based in the U.K., are used on bottles of Upbeat, a high-protein dairy drink.

According to The Good Whey Company, Embrace HY was selected because the material offers the bottles a soft-to-the touch feel, a matte look, a 360-deg billboard effect, and sustainability benefits. For the company, recyclability of the bottles was very important.

Says Eastman’s EMEA Specification Sales and Marekting Manager Anthony Sammut, “Eastman Embrace HY copolyester is a sustainable packaging option for brand owners, offering a 30% lower density than other copolyesters and requiring less material for the same demand. 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.”

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The twin perforation on the label enables the consumer 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,” says 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.”

Eastman Embrace HY copolyester is naturally white colored, eliminating the need for printed white flood coats. The Good Whey Company says it also selected the material because of its matte effect, which feels soft to the touch.

“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,” says Susie Hignett, Brand Manager, The Good Whey Company.

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.

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