Eastman shrink film launched in Europe

Full-body shrink film labels manufactured with Eastman Embrace LV copolyester, now available in Europe, enable brand owners to create differentiated package designs. The film’s durability and toughness are married to the resin’s ability to cover uniquely contoured and shaped bottles and jars, increasing the visual impact on consumers confronted with a dizzying array of both international brands and increasing private-label offerings.

‘Brand owners must do everything possible to attract anxious consumers in this tough economy,’ said Michael Hartmann, market development manager for packaging at Eastman Chemical Company. ‘The ability to retain or grow market share through special promotions fits perfectly well in the Embrace family’s capabilities.’

Eastman Embrace copolyester can be printed with thermochromatic, metallic and glow-in-the-dark inks and used with spot varnishing and Organic Photovoltaic (OPV). Its ability to be decorated and embossed provides new alternatives for shrink labeling. By consistently stretching the film from the top and bottom of the bottle, Eastman Embrace copolyester eliminates ‘smiley faces’ on square and oblong containers.

Eastman Embrace copolyester for shrink film is claimed recyclable and environmentally friendly. It doesn’t contain halogens, sulfur, nitrogen, lead, mercury, cadmium or hexavalent chromium. The Embrace materials are designed ‘to be compatible with today’s recycling infrastructure’, says the company. Eastman Embrace copolyester for shrink film allows for thinner packaging walls and therefore reduces overall material consumption. Embrace resins do not use glue to adhere to bottles and can be fully removed from containers with no glue residue, allowing for cleaner input to reclamation streams and easing the burden on recyclers.