IML appeals in North America

At AWA’s IMLCON, the consensus was that in-mold labels are increasingly finding their way into the market as brands seek differentiation.

Jon Knight, managing director of Treofan North America, revealed: ‘There are very positive developments for IML in the region. We’re experiencing growth rates of around 20 percent. There’s a great opportunity for converters willing to make the investment.’

A changing container shape, moving away from round and into square, is one of the top reasons that IML is gaining traction among major brands. The dairy and ice cream markets have been leading the way in adoption, while other sectors such as paints, pet food and ready-to-eat foods are also finding value in the decoration technique.

Knight continued: ‘Philadelphia cream cheese moved to IML 4-5 years ago in North America. Unilever re-launched I Can’t Believe It’s Not Butter, changing the recipe and moving to IML in order to re-energize that brand.

‘When you see the big brand owners make the switch, that’s when we feel the impact of the growth. We are regularly experiencing major brands undergoing IML upgrades to enhance their product’s value.’ Since a high percentage of IML films and IML containers are PP-based, the region would benefit from a more stable domestic supply of propylene. Knight said: ‘This would lower the prices of polypropylene and make IML more competitive in the region.’

Duncan Henshall, market director for Taghleef Industries, discussed the aesthetic appeal of IML: ‘New materials that provide marketing appeal like a metallic look and textures that give a tactile feel are winning brand favor.’

Taghleef introduced a metallic IML film in late 2014. It commercialized the film with success in Southeast Asia for a fitness enhancement product series and is currently working on a large project in North America.