Reynders pioneers recyclable metallic labels

Label converters face an increasingly complex challenge: delivering the premium aesthetics brands demand while meeting environmental requirements. Belgian family business Reynders has addressed this through its partnership with Actega, adopting EcoLeaf on-demand metallization to create S-Sential, a new approach to metallic label decoration that eliminates traditional foil waste.

Three generations of growth

Founded in 1956 in Mortsel, Belgium, Reynders operates eight production facilities across Europe and Asia. The company employs 650 people and generates an annual turnover of 173M EUR, serving the cosmetics, food and beverage, automotive and pharmaceuticals markets.

The converter produces self-adhesive labels, booklets, shrink sleeves, flexible packaging and in-mold labels. Third-generation family leadership now runs the business, with CCO Marco Van Hooff describing it as focused on agility and technical expertise.

‘We believe in being small enough to move with speed, yet large enough to operate in the Champions League of label printing,’ Van Hooff explains. ‘Our strength lies in how we unite technical know-how with a tailored touch.’

The company identified on-demand metallization as key for meeting both environmental requirements and customer expectations for premium finishes.

Technology

Reynders discovered EcoLeaf at Labelexpo Europe 2023. The technology applies metallic effects directly onto labels without PET carrier film or traditional foil backing. According to Actega, 1kg of EcoLeaf flakes replaces 3,000kg of conventional foil, resulting in a reduction of carbon emissions by more than 80 percent.

The process allows converters to apply metallic decoration precisely where needed, offering design flexibility and late-stage product differentiation.

‘Sustainability and on-demand metallization go hand in hand with EcoLeaf,’ Van Hooff notes. ‘It allows us to deliver shiny, standout labels while cutting waste and carbon impact.’

Reynders launched S-Sential as its platform for implementing the technology. The system targets premium sectors where visual appeal drives purchasing decisions, particularly cosmetics, body care and specialty food and beverage products.

Haptic and visual appeal

Beyond environmental benefits, S-Sential delivers tactile qualities that enhance shelf presence. The metallic finish creates a haptic effect designed to encourage consumer interaction, while the reflective properties provide visual differentiation on crowded shelves.

Reynders has conducted lifecycle analysis in accordance with ISO standards, providing data that brand owners can use to measure and communicate their environmental impact.

‘It’s also the quick turnarounds and the creative possibilities to use shiny on-demand metallization to differentiate the products,’ Van Hooff adds.

Strategic partnership

Van Hooff describes the relationship with Actega as a long-term strategic partnership. ‘Actega has consistently proven to be a dependable partner, offering cutting-edge approaches in coatings, inks, adhesives, compounds and sealants,’ he remarks. ‘Together, we are perfectly aligned in our shared vision to stay ahead of the market, driving innovation and setting new standards for sustainable, impactful outcomes.’

“Sustainability and on-demand metallization go hand in hand with EcoLeaf. It allows us to deliver shiny, standout labels while significantly cutting waste and carbon impact”

Harald Jasper, managing director of Actega Metal Print, views the collaboration as demonstrating that environmental responsibility and premium aesthetics need not conflict.

‘Reynders’ unwavering commitment to innovation and environmental responsibility is redefining what’s possible in label embellishment,’ Jasper states. ‘With S-Sential and EcoLeaf’s on-demand metallization, we’re pioneering a new era, demonstrating that sustainable practices can seamlessly deliver a luxury, premium look.’

The partnership addresses multiple pressures converters face: regulatory compliance, brand owner sustainability targets, consumer preferences for premium packaging and production efficiency.

Van Hooff frames the adoption of new technology as essential for converters seeking a competitive advantage.

‘The future of packaging demands action, not hesitation,’ he argues. ‘True leadership isn’t about waiting for the perfect moment but embracing innovation and driving transformation.’

As regulatory timelines approach and sustainability criteria become standard in brand specifications, Reynders positions S-Sential as proof that label converters can deliver both environmental performance and premium aesthetics.

The company’s investment in on-demand metallization represents a bet that the technology will become standard in premium label segments where traditional foil is currently the dominant format.