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2018 Labels in the Spotlight

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2018 Labels in the Spotlight UPM PULP • CUSTOMER NEWSLETTER Labels in the spotlight. 2/ 2018 #pulpdirect Understanding The Rolls-Royce Lifesaving New life for label papers of papers labels packaging PULPACTION UNDERSTANDING LABEL PAPERS What has UPM Pulp to offer release liner and label face WHAT MAKES LABEL PAPER PRODUCERS Our pulps have been successfully used SPECIAL? in label papers for years. We understand paper producers? To find out, we had a Q&A session “They are demanding and good customers. the fibre’s impact on problem-free and cost- with Mats Backman, their Director of Technical Customer Label base and face paper producers must efficient label production. It’s important to Service (TCS). be very customer focused as the value of choose the right pulp for the right product their products increases step by step. In my from the beginning.” opinion our multi-fibre offering suits their needs well. Consistent properties such as WHAT DOES THAT MEAN IN PRACTICE? cleanliness, pH and predictability of how “For example, with our UPM Betula birch pulp develops strength and density are of pulp you will reach high air resistance greatest importance to them.” – a key parameter for label paper as it decreases the consumption of silicon HOW WOULD YOU DESCRIBE THE surface coating in converting. The birch LABELLING VALUE CHAIN? pulp has fast tensile strength development. “The value chain is long. Most of our It will consume less energy to refine and label paper customers sell their products can enable extra capacity if refining is a to converters for siliconizing, laminating bottleneck. You can also take advantage of and applying adhesive. Label components the pulp’s high strength to decrease softwood are then assembled either before or after content to reduce overall fibre costs.” printing into a final product. This makes labels a multifunctional combination product HOW WILL YOUR CUSTOMERS BENEFIT with high requirements on raw materials. THE MOST? “We have a wide product portfolio, including several hardwood and softwood pulps suitable for high quality label papers. Our mills produce continuously even quality We understand the fibre’s impact on – delivery after delivery. Our experienced problem-free and cost-efficient label Technical Customer Service team is always ready to work together with label customers production. in selecting, qualifying and test running our pulps for the best outcome.” Mats Backman, Director of Technical Customer Service (TCS), UPM Pulp PULPDIRECT 1 UPM PULP • CUSTOMER NEWSLETTER Labels in the spotlight. 2/ 2018 #pulpdirect Understanding The Rolls-Royce Lifesaving New life for label papers of papers labels packaging PULPACTION UNDERSTANDING LABEL PAPERS What has UPM Pulp to offer release liner and label face WHAT MAKES LABEL PAPER PRODUCERS Our pulps have been successfully used SPECIAL? in label papers for years. We understand paper producers? To find out, we had a Q&A session “They are demanding and good customers. the fibre’s impact on problem-free and cost- with Mats Backman, their Director of Technical Customer Label base and face paper producers must efficient label production. It’s important to Service (TCS). be very customer focused as the value of choose the right pulp for the right product their products increases step by step. In my from the beginning.” opinion our multi-fibre offering suits their needs well. Consistent properties such as WHAT DOES THAT MEAN IN PRACTICE? cleanliness, pH and predictability of how “For example, with our UPM Betula birch pulp develops strength and density are of pulp you will reach high air resistance greatest importance to them.” – a key parameter for label paper as it decreases the consumption of silicon HOW WOULD YOU DESCRIBE THE surface coating in converting. The birch LABELLING VALUE CHAIN? pulp has fast tensile strength development. “The value chain is long. Most of our It will consume less energy to refine and label paper customers sell their products can enable extra capacity if refining is a to converters for siliconizing, laminating bottleneck. You can also take advantage of and applying adhesive. Label components the pulp’s high strength to decrease softwood are then assembled either before or after content to reduce overall fibre costs.” printing into a final product. This makes labels a multifunctional combination product HOW WILL YOUR CUSTOMERS BENEFIT with high requirements on raw materials. THE MOST? “We have a wide product portfolio, including several hardwood and softwood pulps suitable for high quality label papers. Our mills produce continuously even quality We understand the fibre’s impact on – delivery after delivery. Our experienced problem-free and cost-efficient label Technical Customer Service team is always ready to work together with label customers production. in selecting, qualifying and test running our pulps for the best outcome.” Mats Backman, Director of Technical Customer Service (TCS), UPM Pulp PULPDIRECT 1 FIBREFEATURE UPM SPECIALTY PAPERS • Global leader in labelling materials • Also produces packaging, barrier, office and graphic papers • Strong presence in all main markets • Two mills in Finland and one in Changshu, China • Long experience and broad portfolio THE ROLLS- ROYCE of A highly technical product. Made using advanced methods. Depending on the end use, converters similarly keeps its form better in varying coat the release paper with silicone, laminate conditions. Must work flawlessly even in the most demanding applications. the face paper and add adhesive. The labels Purity of pulp is also a more sensitive And after fulfilling its purpose, discarded without a second are printed and shipped to brand owners. factor than in many other paper applications. thought. That’s the life of a release liner base paper. Brand owners then apply the labels to their “Even the smallest impurities may affect our products for consumers to see. process or our customers’ and their customers’ Other end uses for release papers include processes. We set high standards for paper, it comes off problem-free – and only one- and two-sided sticky tapes, logistics cleanliness when it comes to our papers and when you want it to come off.” labels, graphic arts and pharmaceutical the pulp we use as raw material,” Putkinen In addition to reliably releasing the label, labels. The papers can even be utilised emphasises. backing paper must keep its dimensions for transferring coating solutions in the car, The UPM Tervasaari mill uses both Nordic stable during conversion, storage and aeroplane and wind turbine manufacturing softwood and hardwood pulp to produce application. industries. their base and face papers. Putkinen says that “The fact that after application of self- “The value of a label paper multiplies they often need to refine pulp extensively to adhesive labels, the release liner is often along the extensive refining chain. This means reach the desired quality parameters. considered as waste, it’s almost ironic that that if there is a slightest issue with the base or “The better the pulp’s refinability, the better the backing paper may very well be the face paper, the problems also multiply. It’s a we can optimise our production and use of most advanced part of a label. I often call it tough business,” Putkinen says. energy.” jokingly ‘the Rolls-Royce of papers’,” Putkinen No matter what the end use, the list of says, smiling. “Fortunately our papers are qualifications for labelling materials is long. STRONG GROWTH MARKET fully recyclable, biodegradable and made “Cleanliness, strength, high paper density Global megatrends steer the demand for label consists of a couple of basic from sustainably sourced raw materials. and consistency are all priorities. Good labelling materials. A growing middle class, components. Face paper is what None of our products contain plastics.” surface properties and runnability are also rising income levels and urbanisation all A you see when a label is attached to often required.” contribute to push increasing consumption of something. Printed on one side, adhesive on DEMANDING VALUE CHAIN packaged goods. The rise of e-commerce the other. Before a label is applied it needs UPM Specialty Papers has produced CLOSE TO 100% PULP means higher demand for dependable postal a reliable carrier – a paper called a release labelling materials in Tervasaari and According to Pentti Putkinen, unlike many and logistics labels. liner. As the name suggests, release liner is Jämsänkoski in Finland since the beginning other paper products that typically contain “People buy things less in bulk. More the backing paper where you peel off the of the 1980s. The two mills produce face filler substances, the release base papers they and more consumers are able to purchase self-adhesive label. papers and release base papers as well as produce are almost pure pulp. products in smaller batches, which means more Pentti Putkinen, Head of Operations barrier and flexible packaging papers. “This means – in turn – that the qualities packaging and labels,” Pentti Putkinen says. UPM Specialty Papers and General Manager The labelling materials are always our customers demand from UPM Specialty The global annual growth for labelling at the Tervasaari mill, describes their release further refined. This makes the value chain Papers are directly transferred to our pulp raw materials is projected to reach 3–5%. Markets liners and face papers as incredibly technical exceptionally long and demanding. material supplier,” he says. in Asia are growing even faster at a rate of papers. “Labelling materials have a wide variety Consistent quality and high tensile 5–8% and peaking in China with up to 10% “It takes experience and skill to produce of uses. However, our customers can be strength are particularly important traits in increase. paper with predictable properties. People divided roughly into two main groups: label high-speed packaging and labelling lines “We have a good reputation and foothold take almost for granted that when you try to stock converters and commercial siliconisers,” where paper breaks and uneven release in all of these growth markets,” Putkinen says detach a self-adhesive label from a backing Pentti Putkinen explains.
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