Packaging is more than just a pretty label. In fact, many packages perform certain functions such as extending the shelf life of food or providing easier storage and handling capabilities.

Packaging can also provide easier opening and reclosing, while protecting the product from oxygen, humidity, and physical damage. The packages often accommodate zippers, spouts and other functional packaging add-ons, and can be supplied as roll stock for form, fill and seal, or can be supplied as pre-made pouches. Stand-up pouches can be printed on a converter’s current printing setup. All of these features are designed to enhance the consumer experience.

Avery Dennison, a substrates and adhesives supplier based in Mentor, OH, USA, has placed a strong R&D emphasis on advancing this segment. In many ways, the shopping experience has changed, and suppliers are recognizing that fact with new product developments. Among Avery Dennison’s relevant portfolios for functional packaging are:

• Reclosure, or peel and reseal solutions
• Flexible Packaging pouches or stick packs
• Security solutions
• Shrink sleeves
• Intelligent labels

Avery Dennison sanctioned a 2018 research study, which revealed that consumers want, will seek out and will even pay for practical features on the packaging they buy. For example, 58% sought packaging features with the ability to reseal and close while 44% stated ease of storage as a desired packaging feature. Since the packaging is composed of PET, it is fully recyclable.

“Functional packaging can also support the overall value chain operational efficiencies, for example, by reducing waste during the manufacturing process or shelf life management or by improving shelf productivity,” says Laetitia Kasl, senior product manager – Reclosure. “By ensuring their ability to integrate functionality into packaging, printers can increase the value of their offering with consumers and other value chain partners. Reclosure packaging specifically meets the needs of many applications, and printers can enter the space by making little or no investment on their existing assets.”

According to Cindy Collins, flexible packaging product manager, Avery Dennison is launching a host of new products to meet demand in this space. The company is unveiled a new stand-up pouch portfolio, which includes a white, clear and metalized offering. “Stand up pouch is the fastest growing format in flexible packaging and allows for 360 degrees of billboard on packaging that lends well to the on-the-go lifestyle of many of today’s consumers,” she explains. “Its lightweight structure uses fewer resources to create and leads to less waste in landfills, making it a more sustainable option.”


The recently launched Heat Sealable Reclosure line allows the full construction to be heat sealed to a PET tray. Converters then have the ability to print and diecut the construction, while the packers seal the full construction to a tray to create reclosure functionality.

“Demand for functional packaging has increased and will continue to increase fueled by consumers’ lifestyle and consumption behavior trends we are observing, including healthy and ethical living, snacking, sharing, on the go, premiumization and convenience,” notes Kasl. “We have seen specifically increased activity around our Reclosure portfolio due to the answers it provides both consumers and value chain partners.”

Meanwhile, intelligent labeling continues to see greater relevance. Avery Dennison has designed multiple resources, both in Miamisburg, OH and Mentor, to showcase the capability of the technology.

“As the intelligent label space has grown and the technology has developed, we are seeing new segments opening up,” states Jay Wittmann, product manager of intelligent labels. “This is a result of the increased performance of UHF inlays, and broader adoption in existing segments. At Avery Dennison, we are focused on growing in aviation, food, and colored cosmetics.”

Avery Dennison also offers multiple resources to help converters looking to grow with functional packaging. “Many people aren’t sure how to get started with functional packaging solutions like reclosure or intelligent label,” says Kasl. “The Avery Dennison Advantage means you have access to more than just leading products and technology. It means you have access to our people. Our people, in turn, offer expertise, perspective, a deep understanding of the challenges faced by converters, and knowledge of how to turn those challenges into opportunities for growth. We are here to support our customers and provide a deeper understanding of the value chain.”