TAKEAWAYS:
1. Dr. Will’s wanted to redesign its condiments packaging to build brand recognition and reduce its environmental impact.
2. Together with UPM Adhesive Materials and printer Eclipse Labels, Dr. Will’s found the best label material for its needs – the RAFLACOAT NXT+FSC of the RAFNXT+ range (FSC C012530).
3. The chosen label delivers quantified emissions reductions and looks great on the retailer shelf.
Dr. Will’s is a growing UK-based producer of condiments with a core mission to make food better. They approach this task in a three-fold manner, meaning food that’s 1) better tasting, 2) better for the consumer’s health and 3) better for the environment. Lucy Onyett, Operations Director of Dr. Will’s describes:
“Our approach to sustainability is guided by these three key pillars. As a certified B Corporation, our goal was to further strengthen our environmental commitment.”
Dr. Will’s decided to redesign their packaging, so that all of its components would work together to increase circularity and minimize carbon footprint. For a small but growing company, rebranding would also build brand recognition on the grocery store shelf.
Finding a perfect pairing
Together with printer Eclipse Labels and UPM, Dr. Wills searched to find the best label material for their redesigned packaging. Lucy recalls:
“We knew we wanted a paper label that would support the recycling of our glass packaging. The team at UPM helped us further narrow down to the RAFNXT+ material.”
The RAFLACOAT NXT+FSC, part of the RAFNXT+ range, is a lower-carbon label material made of material from well-managed, certified forests and other controlled sources. By making smarter choice and use of raw materials, along with incorporating recycled content, the RAFNXT+ products have a lower carbon footprint than standard labeling materials.
“The UPM team calculated concrete LCA data to show how the label compared to other alternatives in terms of carbon footprint. That really helped seal the deal,” Lucy describes.
UPM’s label material carbon footprint assessments are generated by the UPM Label Life life cycle assessment service, which has been externally validated by DEKRA.
Collaboration bears fruit
Switching to the new label was, however, not as simple as sticking it on the renewed Dr. Will’s packaging. Lewis Abbott, Sales Specialist at Eclipse Labels describes:
“We had a thorough trial run, which confirmed our expectations for quality and performance in both the printing and end-use phases. With condiments labeling, you have to pay close attention to things like moisture resistance in fridges.”
Coming from a smaller company, Lucy says to have appreciated the close collaboration with both Eclipse Labels and UPM:
“Our team really felt like our feedback and questions were being heard at every stage. Having that transparency and trust with value chain partners is valuable and refreshing.”
Savoring success
Dr. Will’s has since launched its redesigned packaging. The labels feature bold black lettering with a white background to bring coherence and brand recognition, while the bright-colored illustrations encapsulate the company’s vibrant approach to food.
With customers that are increasingly involved and aware, the Dr. Will’s team has been happy with the response:
“People enjoy the look and feel of the packaging. The labels really encapsulate our value promise and deliver on our sustainability commitments,” Lucy concludes.
