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Avery Dennison eyes innovation in films

L&NW sits down with Angel Harvey to explore the latest trends and material options for label converters.

October 23, 2025

Editor

The usage of filmic materials in label and package printing has continued at a strong pace. These films have evolved significant over the years, too. The newest films are thinner and more sustainable than ever before, and they deliver the kind of performance exacting brands expect from their labels.

To learn more about the latest products and trends in this growing space, L&NW sat down with Angel Harvey, director, Marketing, Film, Rapid Roll and Overlaminate Materials Group-North America, Avery Dennison.

L&NW: What are the newest trends you’re seeing with films?

AH: The newest trends in films are centered on sustainability, with a strong focus on enabling circularity, enhancing recyclability, and incorporating recycled content like 90% rPET liners.

L&NW: How has film usage grown in recent years, and what are the advantages?

AH: The use of filmic labels has grown significantly due to their unmatched durability, flexibility, and aesthetic appeal. These labels are ideal for industries like home and personal care, food, and beverages, where both functionality and appearance are critical. Filmic labels provide a clear, no-label look for excellent shelf appeal, adhere seamlessly to containers of any shape – including squeezable bottles – and enable multi-layer constructions for extended printed content like leaflets or booklets.

Additionally, their water and moisture resistance makes them perfect for demanding environments, ensuring long-lasting performance and visual impact.

L&NW: What should the industry know about sustainability and recyclability with these products?

AH: Thinking about sustainability in the film market, there is a push not only from manufacturers to meet their environmental goals and circular solutions, but end users are demanding more accountability as well.

Avery Dennison has taken a huge step in this area by offering AD CleanFlake Technology as the primary adhesive to be used in conjunction with rigid film products moving forward. AD CleanFlake Technology advances the circular economy by enabling the recycling of rigid plastic packaging.

One gap in terms of recycling stream compatibility has been for a white conformable film that can enable PET recycling. Our Next Gen Global MDO is a semi squeeze film that meets APR standards, separates cleanly from PET and enables recycling when paired with Clean Flake Technology.

L&NW: Are there any challenges inherent with film labels, and how does Avery Dennison work with customers to remedy these?

AH: Choosing the right film facestock is essential to ensure label performance, durability, and shelf appeal, especially for curved or squeezable containers where incorrect choices can lead to wrinkling, flagging, or peeling. Avery Dennison’s extensive film portfolio is designed to meet diverse application needs, offering options that range from rigid BOPP films to semi-conformable and fully conformable MDO films, available in clear, white, and metallized finishes. For a sleek, modern aesthetic, our clear films create a “no-label look,” while our squeezable and conformable films provide smooth application on challenging surfaces without compromising appearance or functionality. With tailored solutions like Global MDO for semi-squeeze applications and High-Performance Primax and FasClear for full-squeeze needs, our films deliver versatility and reliability across industries such as home care, personal care, food, and beverage, ensuring your labels look and perform their best.

L&NW: What are the newest filmic solutions from Avery Dennison?

AH: Our newest filmic solution is the expanded CleanFlake Technology portfolio, which now includes 2.0 Mil Cavitated White BOPP constructions. These are designed to improve sustainability by enabling clean separation in the PET recycling stream, a feature recognized by the Association of Plastic Recyclers (APR).

Metallized films with AD CleanFlake Technology have been recognized by the APR for HDPE and PET recycling. We are the first to be recognized for offering a portfolio of metallized label solutions capable of working with the recycling systems to enable rigid plastic recycling.

Our Global MDO Next Generation semi-squeezable film also offers enhanced print surface, better clarity, and PET recycling compatibility. Plus, Avery Dennison provides a versatile range of films designed to meet diverse application needs. Our portfolio includes rigid BOPP films, semi-conformable MDO films, and fully conformable MDO films, available in clear, white, and metallized finishes. The rigid films are offered in various thicknesses to suit specific requirements. For more flexibility, our machine direction-oriented (MDO) films deliver tailored solutions, such as the semi-squeeze option with Global MDO or the full-squeeze options with High-Performance Primax and FasClear.

L&NW: Given the recent trends, where do you see the future for filmic usage, specifically in North America?

AH: The outlook for future film growth remains optimistic, thanks to film’s strong performance across various market segments and the ability of suppliers to innovate around sustainability and performance needs. The compatibility of PS films with other substrates and packaging types is expected to evolve further, enabling more circular solutions and functional options that appeal to both brands and consumers.