Avery Dennison launches plastic-free AD Pure™ RFID inlays and tags

Avery Dennison launches plastic-free AD Pure™ RFID inlays and tags 

Latest innovation improves recyclability while reducing carbon footprint and waste  

MENTOR, Ohio — September 14, 2023 — Avery Dennison has today announced its new AD Pure™ range, a portfolio of inlays and tags which are entirely PET plastic-free.

The AD Pure™ line launches with AD Belt U9 Pure™, inlays and tags which are ideally suited for global apparel, retail, industry and supply-chain applications. They are compact in size and offer excellent performance on difficult-to-tag or low-detuning materials such as cardboard and plastic. Through innovative antenna manufacturing, the AD Pure™ range has a 70-90% lower carbon footprint compared to inlays and tags using traditional etched antennas (based on third party Life Cycle Analysis, type III EPD - ISO 14020).

Removing plastic can reduce the weight of a label format by up to 44%, meaning less raw materials and waste. Extensive third party testing based on the PTS-RH 021:97/2012 method shows that AD Pure™ inlays and tags are recyclable within the paper and cardboard items.   

Mathieu De Backer, Vice President Innovation & Sustainability, Avery Dennison Smartrac, says: “The new AD Pure™ product line is an important step towards our goal to further reduce plastic across our fiber-based inlays. The advanced manufacturing process ensures that not only are fewer materials used to make the range, but any excess can be recycled so that very little goes to waste. We believe the AD Pure™ range will be the right solution for upgrading RFID tags across multiple segments and applications, helping our customers on their sustainability and decarbonization journey. Our innovative inlay technology gives companies the assurance that the production of RFID matches their ambitions to become more sustainable. We are excited to accelerate the launch of more AD Pure™ inlays in the coming weeks.”

Avery Dennison has also launched its AD Pure 95™ line of inlays and tags, which are 95% PET plastic-free. They consist of PET plastic-free aluminum antennas similar to those featured in AD Pure™ products, with just a tiny amount of plastic used in the memory chip attachment.  The new range is aimed at businesses that recognize the value and importance of reducing their environmental impact across all segments and applications, in particular apparel, manufacturing, retail, beauty, logistics and food.

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Jack Gibson
Global PR Manager

About Avery Dennison
Avery Dennison Corporation (NYSE: AVY) is a global materials science and digital identification solutions company that provides branding and information labeling solutions, including pressure-sensitive materials, radio-frequency identification (RFID) inlays and tags, and a variety of converted products and solutions. The company designs and manufactures a wide range of labeling and functional materials that enhance branded packaging, carry or display information that connects the physical and the digital, and improve customers’ product performance. The company serves an array of industries worldwide, including home and personal care, apparel, e-commerce, logistics, food and grocery, pharmaceuticals and automotive. The company employs approximately 36,000 employees in more than 50 countries. Reported sales in 2022 were $9.0 billion. Learn more at www.averydennison.com.


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