Extending Label Footprints

We're all familiar with them: those extended text, booklet-type labels (ETLs) that form an extended printing surface folded into the final label package. Also known as expanded content labels, these custom-printed labels provide additional printable area that permits the inclusion of information about usage, ingredients and nutrition, warnings, and promotional panels, coupons, etc.—that, otherwise, would take up extra space on the product container or mar the visual appeal of the primary packaging.

There is a wide variety of ETL constructions, some incorporating a high-degree of creativity and complexity. Valley Forge Tape & Label (VFT&L) has an extensive background in ETL production. Dennis Hulton, VP and general manager, provides a general description, saying, "Extended text constructions are labels or multi-level constructions that utilize surfaces in addition to the primary face surface of the label to carry text and/or graphics. These constructions range from a simple two-side (facestock and liner) printed label to complex, multi-web constructions."

According to Hulton, single-level extended text labels can be created by printing the facestock, removing it from the liner, printing on the adhesive, and then deadening the printed portion of the adhesive. The facestock is then re-laminated to the liner, diecut, scored, and perforated to form tear strips or pull tabs. Multiple webs can be fused with fugitive glue for a dry coupon or with pressure-sensitive adhesive for a re-sealable construction. The secondary web is often folded once or multiple times to provide even more text or graphic area.

Custom adhesive patterns can be accomplished by "printing" adhesive in a flexo station, deadening the adhesive for the non-adhesive area, or by using pattern adhesive stock. Overlaminants also can be used to hold the entire construction together before diecutting, perforating, and slitting. Two-sided window decals are also popular, and can be created on a clear, pressure-sensitive or static film by printing mirror-image and positive graphics separated by a layer of white ink or opaque white film.

Of these, Hulton says the most common extended text construction comprises two levels: a pressure-sensitive film or paper printed on one side, and a non-pressure-sensitive layer printed on two sides, then folded and fused with polypropylene overlaminate, and finally diecut and perforated to form the finished coupon.

Pervasive market footprint

Family owned and operated since its founding in 1962, VFT&L has been producing extended text labels since 1979, when a customer asked if the company could produce a printed two-sided coupon to be applied to a dog food bag. The coupon would be removed by the consumer and redeemed for a cash discount at the point of purchase.

"That became our first Instant Redeemable Coupon or IRC," Hulton says, "a simple 6˝ x 3˝ sheeted label printed in three colors on the facestock and one color on the liner with face perforations superimposed over liner scores to produce adhesive tear strips. At the store level, the liner strips were removed, exposing two ½˝ x 3˝ adhesive strips and the coupon was applied to the bag. The consumer would then tear the perfs to remove the two-sided coupon and redeem it for cash at checkout."

Today VFT&L Co., Inc. operates in a 30,000 sq.-ft. facility in Exton, Pa., producing primarily pressure-sensitive labels, non-pressure-sensitive tags, and specialty self-adhesive constructions for the food packaging, pharmaceutical, healthcare, pet and animal care, consumer product, chemical, industrial, and direct mail markets.

The company operates a total of ten Mark Andy and Webtron presses using conventional flexo, UV flexo, and hot-stamp print technologies. In-house prepress operations employ a full digital workflow, HP full-color digital proofing, a Spark digital laser imager, and a DuPont FAST thermal plate processor. A staff of 54 full-time employees handles sales, customer service, administration, art and prepress, print production, quality control and finishing, and shipping and warehousing.

While virtually all of the markets VFT&L supplies today use extended text labels, the pharmaceutical and food packaging sectors are by far the biggest users. However, given the ever-increasing demand for additional information on packages, Hulton predicts the demand for extended text labels and constructions will undoubtedly continue to increase.

Opportunities to add value

Never a company to rest on its laurels, VFT&L envisions future growth opportunities in high-value added applications such as more complex, sophisticated graphics and more complex constructions, such as multi-level or folded extended text labels. Moreover, Hulton says, "Value added can also take the form of customer services, such as vendor-managed inventory programs or fast, reliable turnaround of both short- and long-run label requirements from concept to finished product."

At the inception of an extended label project, VFT&L may or may not know exactly what the customers want, observes Hulton. "While some provide detailed drawings of their extended text construction, the majority have an idea of what they want to accomplish and rely on our product engineering department to design a construction to satisfy their needs." As for graphic design, he adds, "It is typically created by the customers' art department or third-party graphic design firm." That said, "It usually needs to be modified somewhat to fit the requirements of extended text construction."

Finishing presents a different set of considerations. Virtually all of the operations required to produce an extended text construction—multi-color printing; lamination of multiple webs; folding, glue, or adhesive application; adhesive deadening, web turnover, overlaminating, and diecutting—take place in a single pass through a flexographic press. Most finishing operations are typically accomplished on a conventional tabletop or slitter-type inspection/rewind machine.

However, Hulton cautions, "Care must be taken not to damage product due to the extra thickness or loose edges created by folding and perforating operations."

Pathways to growth

Brand owners clearly stand to benefit from the flexibility available with extended content labels, especially when required information is so voluminous as to crowd out the brand identification; when it is desirable to reduce excess packaging; or when including important usage and safety information would be too small to read if printed on the primary label.

"We see extended text label printing and converting as a major growth opportunity in both the near and distant future," notes Hulton. "With more and more government regulations reaching into almost every aspect of our lives, the requirement for the additional information provided by these constructions will certainly increase, sometimes as a temporary solution to a new requirement, but often as a permanent fix."

In today's highly competitive label markets, extended text printing offers the innovative label manufacturer multiple opportunities for expansion and growth. For label manufacturers who are willing and able to invest in the necessary resources, the investment will certainly prove to be worth the effort.

As for Valley Forge Tape & Label, the company will celebrate a half-century in business in 2012. According to Hulton, the company still operates consistent with the distinguishing mission it assumed 50 years ago: "To provide our customers with the products of the highest possible quality with honesty, integrity, and reliability." pP