The initiative further confirms the key role material design plays in determining the recyclability and end-of-life reuse of packaging
Reducing plastic waste and improving the recyclability of packaging are among the major challenges facing the European packaging industry. Against this backdrop, a collaboration between Avery Dennison, Japanese manufacturer Kao Corporation , and label converter All4Labels brings together complementary expertise to develop a solution that successfully combines industrial performance with environmental sustainability.
At the heart of the project is AD CleanFlake, Avery Dennison’s labeling technology that enables complete label detachment during the recycling process, allowing PET and HDPE packaging to be effectively recovered without compromising material quality. The collaboration clearly demonstrates how technological innovation, design for recycling, and value-chain partnerships can turn packaging into a tangible enabler of the circular economy.
Project focus
The initiative focuses on PET bottles used for Kao’s Bioré cleansing products. The objective was to improve their technical recyclability while complying with the requirements set by organizations such as the European PET Bottle Platform, the Association of Plastics Recyclers (APR), and RecyClass. The selected configuration includes a flip-top closure and a label designed to be completely removed during the washing stage of the recycling process. To identify removable labeling systems, Kao relied on the technical expertise of All4Labels.
AD CleanFlake for label wash-off
Avery Dennison’s AD CleanFlake technology stands out as one of the first solutions capable of effectively enabling the wash-off process in PET recycling. The ability to use the same labeling solution for both PET and HDPE results in simplified specifications, fewer material changeovers on production lines, and more efficient supply chain management.
Kao’s next step will be the development of mono-material solutions for polyolefin packaging, a journey on which Avery Dennison will continue to support the brand with advanced technical expertise and tailored solutions.
