Verstraete IML of Maldegen, Belgium, has launched several in-mold labeling innovations in the past year, and company officials say the most popular one is DoubleSide and Metallic IML.
DoubleSided IML labels are printed on both sides, creating additional space for information such as suggestions about product use, recipe ideas, contests or information mandated by law.
Metallic IML gives the package a premium look, using cold foil. The paint, cosmetics, storage box and high-end food markets have shown much interest, according to Verstraete.
CEO Keon Verstraete said spending on packaging is increasing. “Brand owners' marketing budgets are decreasing and should be spent wisely. Marketing managers have more and more difficulties on dividing their budgets over all kinds of advertising possibilities,” he said. “Fifteen years back in time, TV commercials and newspaper ads did their job. Today, the media is much more fragmented with the growth of multiple social media channels.” That leads to greater emphasis on package design, he said.
The company recently hired 40 employees to boost production.