In the fast-moving retail environment, labels pay an integral part of a product’s success. Packers, growers and brands are becoming more aware of retail needs, and that consumers are requiring more information on their labels along with value offers and promotions.
Leading Edge has worked with the produce industry since 1997 and is well-versed in the changing demands of the sector. Joint managing director Ian Barwick says: “In seven years we have seen a dramatic change in the way markets operate and the requirements of our customers. With this in mind, we have grown our business to not only meet the demands of today’s marketplace but have also evolved in such a way that we can be not just reactive, but proactive in our approach and the products we offer.
“Our patented technology enables us to retain a competitive edge, not only offering innovative labels but also other packaging solutions which add value and create a point of difference for our customers. We have found that for our customers we have become more than just a label and packaging company. We are increasingly being seen as partner resource to our customers businesses, to ensure that the packaging produced matches the quality and freshness of the products but also adds value to their proposition and delivers solutions that fit their requirements and therefore satisfies customer’s needs.
“We are often involved in the process from concept to delivery, not only with development and management but also with the logistics of bringing packaging to market.”
The fresh produce market place is continually evolving, says Barwick, and nothing stands still for long - seasonal lines are called off at a moments notice and this means there is a limited time window to get packaged products to market to maximise freshness.
Leading Edge offers two solutions to this type of situation: Firstly, it is able to offer a stock management system for product labels so that additional stock can be called off at a moment’s notice. Secondly the company offers a swift turnaround time for labelling printing in order to meet deadlines for packing and supply to stores.
There has been a definite change in the type of labels produced in recent years, says Barwick. “Consumers are increasingly expecting more from the packaging of products and are hungry for information. We have seen a dramatic increase in booklet-type labels but also a trend towards multi-level constructions and peel and re-seal mechanics and anticipate that this trend would continue in the foreseeable future,” he says.
These patented types of products enable more information to be included on-pack and can range from simple booklets with several pages to peel and reseal labels which enable product information, such as storage instructions or serving suggestions, to be accessed and re-accessed without opening of product packaging.
Not only has the type of labels produced progressed from simple, standard labels in recent years but print techniques have also moved on considerably. The boundaries of what inks can provide has improved, not only in quality of delivery but also in additional functionality - inks such Thermochromic which are reactive to heat (hot-to-cold or cold-to-hot), scratch ‘n’ sniff (fragranced) but also optically variable, take label printing to a different dimension. The introduction of speciality adhesives such as hot-melt - allows labels to be securely applied to products in wet or frozen packing environments.
Leading Edge is investing £1million in new machinery in 2004. “The installation of a new label and packaging press which will be installed in the first quarter of this year, will join the existing eight machines already in operation on site,” says Barwick. “As with any industry, technical advances continually evolve at a rate of knots and it is with this in mind that all Leading Edge’s machinery is bespoke to our business. This enables us to have machinery that meets our customer requirements and also enables us to slot in or to update equipment modules as and when they arrive to market. Because of the way our machinery has been constructed, key processes associated with label print can be done in-line which means that time scales for turnaround are substantially reduced.”
In addition to working with a range of retailers on label solutions, Leading Edge has developed a range of disposable POS items which add value to the produce sector in retailers and can be used to support / supplement product packaging or promotional activity: Corner talkers are suitable for crates or boxes. These are disposable point of sale pieces for open crates and loose products that affix either by adhesive or by clips to the corners of units. Display talkers clip on to the front of crates - these are ideal for highlighting promotional offers or added value promotions on loose or pre-packed products. Box and Crate Talkers are disposable point of sale for open crates and loose products. Talkers can be adhesive or non-adhesive and are suitable for crates or boxes.
Barwick concludes: “Whether from outline concept or receipt of finalised brief; Leading Edge strives to provide innovative ideas and to exceed expectations not only with the range of print we produce but also the service we offer.
The experience and co-operation of Advanced Labelling Systems Ltd (ALS) and Field-First Label Access, part of the Field Group plc, has resulted in the development of an innovative new labelling solution for the food industry, called Tray-fix.
This is a combined label and machinery-based solution that presents a robust alternative to the traditional carton board sleeves that are commonly used to provide product information on fresh fruit and vegetables and chilled and ready meals, at a much reduced start-up cost.
The high quality label, produced at Field First - Label Access, is made from lightweight carton board and is UV flexo printed in a range of colours. This provides the advantage of improved shelf impact in highly competitive chilled display cabinets.
The Tray-fix label is automatically applied directly to the container’s film lid, which prevents any movement and the possibility of the sleeve being switched or falling off in transit. As the edges of the label are perforated, the film lid can be peeled away during cooking, while the ingredients and instructions remain on the pack. In addition, recipe cards, coupons or other promotional items can be incorporated within the label.
ALS has sites in Thame, Oxon and Dublin, Ireland and has developed an automatic labelling system with the ability to handle 60 trays per minute - significantly faster and more cost effective than the hand collation of carton board sleeves. Although developed for all manufacturers, at a third of the cost of an equivalent sleeving machine, it also presents an opportunity for the smaller, specialist producers to compete with the industry giants, for consumer attention.
The machine system can handle the standard D2 thermo-formed tray and can be quickly modified to accommodate all other sizes. The system can be integrated with an existing packing line or can be provided as a stand-alone unit.
The ALS Tray-fix labeller is compact and robust enough to be mobile and moved around a factory, with short set-up times. An in-built memory bank feature allows multiple label/product combination settings to be stored and recalled at the touch of a button.
Previously not possible with traditional sleeves, Tray-fix can now offer the manufacturer the choice of label positioning on pack. In addition to being centralised, the Tray-fix label can be configured to be accurately applied off-set in any direction along the pack, to show more of the product. The user simply enters a plus or minus figure in millimetres on the integrated keypad and because Tray-fix is self-adhesive, it won’t move afterwards.
ALS sales and marketing director Phil Donaldson says: “This again highlights our ability to work with the best in the packaging industry and again, Label Access has come up with a superb product. Our close working relationship has ensured that although this is a new machine, it has been extensively tested and trialled, so that we can give it our standard fully comprehensive two-year on-site warranty. Our previous work in the food industry has given us great experience and the ALS Tray-fix labeller conforms to exacting food grade standards. We offer the flexibility of either leasing a system or outright purchase on a quick turn-around.”
This ground-breaking label and machinery solution allows food manufacturers to cost effectively overcome the shortcomings associated with traditional carton board sleeves. It also offers a wide range of marketing opportunities for large and small producers, alike.”
A mobile demonstration machine is available for viewing at the ALS factory in Oxfordshire or for trials at customers’ sites anywhere in the UK, Ireland or Northern Europe.
There have been many new innovations in the food industry, says Peter Goff, UK sales manager at Herma Labels. “Technology is becoming much more refined. We have moved into C-wrap labelling which goes round three sides of the pack - it is clear and it is used as a sleeve replacement. There seems to be much more decoration on packs in the UK now, whereas in Europe the trend has gone now. A lot of information has to fit on packs now - and that is one of the benefits of C-pack, because a lot more fits on.”
The Herma 752 self-adhesive labelling system has changed all of that, by making the need for double labelling operations a thing of the past. The system replaces multi label applications with one quality self-adhesive solution that is folded around three sides of the pack to give an attractive shelf edge presentation. The whole operation is carried out in one pass at speeds up to 80 packs per minute, depending on the pack and label lengths.
Herma engineers have built into the 752 the ability to handle a wide range of pack sizes with typical changeover times of less than four minutes. With an overall length of just 1,220mm. the system can be easily integrated into most packaging lines. A wide range of optional extras is available including - In line thermal transfer printing, powered reel unwind / rewind facilities, diminishing / end of reel warning systems. If required the 752 can also be configured for linking into existing weighing equipment to give a weigh price application option.
As well as giving greatly enhanced pack presentation the system also offers increased product security. This is due to the self-adhesive properties of the three-panel label and the in built tamper evident perforation that ensures packaging cannot be switched prior to an item reaching the checkout.
Tinsley Robor Labels has, under a new management team, developed a revolutionary approach to providing high quality, innovative labelling and fulfilment solutions. It has a long history of innovation and responds quickly and efficiently to opportunities to develop new products, materials and add value to brands. “We are developing our combination printing and our digital printing facilities,” says international sales manager Stephen Frost. “The variety and quality of labels in improving.”
INTEGRATION AND FLEXIBILTY
“In collaboration with our agents in the field Sinclair is supplying an increasing number of systems which provide automatic integration between Sinclair’s tray and pattern labelling equipment and other handling equipment in the packing line,” says James Packham, marketing manager projects and planning at Sinclair International.
“In Europe integrated label pattern selection is achieved by a barcode interface, while in the US a more common method is by using vision recognition. The incorporation of such systems is simply part of the overall trend for more and more automation throughout all packhouse operations.
“In the southern hemisphere (New Zealand, South Africa and South America) the emphasis remains for the most part on high speed labelling solutions that are ideally suited for their short, intensive export windows. However the need for greater flexibility in the southern hemisphere is also becoming evident in the growing number of labelling systems being installed further down the packing line for more bespoke labelling for specific customers.
“Other innovative labelling applications are to be found in parts of Asia where Sinclair™ labellers are integrated with NIR systems - these labellers selectively label on the basis of the brix reading from an NIR system which is transmitted to the labeller. This kind of application is also possible using Sinclair’s iQ™ Firmness Tester - Sinclair has installed such systems for ‘near-market’ labelling of peaches in France, and avocados in the US, South Africa and the UK.
“As the foremost individual fruit labelling specialist in the produce industry Sinclair is the only supplier of such a wide range of labelling solutions for all packing requirements.
“Sinclair is now rolling out a world-wide IT system which will bring together into a single data-base all customers’ label designs. As customers become increasingly global in their sourcing and packing operations, so must Sinclair’s structure and information flow reflect these trends. Sinclair’s customers in the US already can take advantage of Sinclair’s on-line ordering facility where they can view their label usage and place label orders.
“Looking further to the future we future growth to come from an enlarging EU and the growing sophistication of produce markets all over the world,” Packham concludes. “Produce traded within South America and South East Asia is increasingly being labelled - either for a cost-effective and efficient method of product branding, or for product identification by retailers.”
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