Skip to main content

Church & Dwight converts vitafusion to recycle-friendly shrink packaging

Gummy vitamin brand vitafusion is debuting a recycle-friendly shrink film labeled packaging, parent company Church & Dwight announced recently. The company said this makes vitafusion the first vitamin brand to use recycle-friendly shrink film labeled packaging in the United States. The packaging was rolled out earlier this year on vitafusion’s MultiVites 150-count gummies.

The product’s shrink labels are made with Eastman Embrace — LV resin and Sun Checmical’s SunLam Deseaming Adhesive, which the company said converts a previously nonrecyclable package to a recycle friendly one. Church & Dwight said it anticipates rolling the shrink labeled packaging out to the rest of the vitafusion line by 2019.

“We are thrilled to offer this shrink label and deseaming technology, making our product shrink package recycle-friendly,” said vitafusion director of marketing Laurie Kirschner. “Previously, the plastic bottle was recyclable, but the shrink label created challenges for recycling. The vitafusion brand labels will now proudly feature the highly respected ‘How2Recycle’ designation.”

Kirschner noted that the brand works to do its part for the environment both through the new packaging and through its partnership with the Fruit Tree Planting Foundation, with which it works to plant up to 200,000 fruit trees by 2020.

“The technical expertise of our packaging partners has enabled us to use the latest technologies available,” said Rich McNabb, global director of packaging at Church & Dwight. “Increasing the recyclability of our packaging is a great decision for the long-term success of our business and our environment. This exciting new technology has huge potential to improve recycling for shrink-labeled packaging across many companies and industries.”
This ad will auto-close in 10 seconds