Food packaging used to be focused on getting product on the shelf unspoiled and undamaged. Today, it is driven by consumer demand for choices and manufacturers’ desire to grow market share and buyer loyalty with line extensions and sub-brands.
The fierce battle for buyers’ attention on overcrowded grocery shelves means today’s packaging must not only get food to market, but also help sell it. Brand owners, converters and packaging designers now have a new tool at their disposal. Ashland has developed Purekote 23589, a coating that can be used safely in food packaging applications regulated by the U.S. Food and Drug
The water-based coating delivers a superior matte appearance and velvety feel to paper and plastic bags, pouches, lidding films, foil bags and sachets. The product will be launched at Ashland’s booth at Dscoop. The conference takes place from 14 to 16 April in San Antonio, Texas.
Purekote 23589 is a polyurethane dispersion in liquid form. As a topcoat it delivers 60° gloss in the 0.5 to 4 range. It is well suited for use with nylon, PET, OPP, vinyl and other plastic film substrates.
‘The coating is particularly well suited for use on organic and natural products packaging, which is one of the fastest-growing segments in the packaged food industry,’ says Cindy Fruth, industry manager of laminating adhesives and coatings at Ashland. ‘It also delivers superior scuff resistance, so when the food product finally reaches the shelf it will still look great. Packaging that looks and feels great really helps sell product.’
The coating is safe for use with any food and does not have temperature limitations. It is print receptive and can be used with film, foil and numerous other substrates. It can also be applied via gravure or flexographic process with an enclosed-chamber doctor blade.
Converters and brand owners will appreciate the design flexibility of the coating, compared to using films with soft-touch properties. Purekote can be pattern applied to create packaging with both matte sections and clear ‘windows’, allowing consumers to see the product inside. This flexibility in application also makes the solution suited for use on pressure-sensitive labels, boxes and many other non-food applications.
‘This FDA clearance is exciting for what it means to our customers,’ says David Hatgas, global business director of adhesives and coatings at Ashland. ‘They can now get water-based, solvent-based and UV-curable coatings with matte finish and soft-touch feel from a single supplier. It gives them a full range of choices and can help simplify their supply chain. It’s all part of how we help customers do business better.’