A reusable cup company has turned to reverse in-mould labels to decorate its products, which are designed to stay out of landfills.
The Happy Cup Company in Russia has focused on cup sharing – reusable cups that are returned to the retailer after a concert, festival or sporting event is over. Partnering with Verstraete IML, the company has used reverse in-mould labels, printed on the back of transparent film, to make its cups dishwasher-safe and scratch-resistant.
“Environmental friendliness is key to this project,” says Svetlana Achueva, general manager of The Happy Cup Company. “Our cups can be reused up to 200 times. Consumers often don’t return the cup to the collection point at the event, but take it home to use there - which is just as valuable. And when the products ultimately reach the end of their life cycle, they’re fully recyclable.”
Reverse IML is a cost-effective solution, says Achueva, as production and decoration are done in a single step. “The cup and the label are made out of one material, making it easy to recycle. Not only that, but the colours won’t fade, even after repeated washing. In other words, the effect keeps on going,” she said.
Mikhail Britcyn, regional sales manager for Russia and CIS and technical support engineer at Verstraete IML, said reverse IML was important to Happy Cup’s success. “This innovative label offers a range of look and feel options, such as Soft Touch, Frosted Look and UltraGloss Look,” he said. “After all, who doesn’t want their packaging to grab the attention of consumers?”
