Avery Dennison has launched AD Circular, a programme providing recycling of used paper and filmic label liners in countries across Europe.

Through the programme, companies can use a web-based application to schedule a pickup of used label liners by Avery Dennison to one of its recycling partners. The web app provides additional data such as analytics and certificates on the amount of recycled liner material, the amount of carbon dioxide emissions they have avoided as a result, etc.

AD Circular launches across Europe during the first half of 2021, initially in France, Spain, Belgium, Poland, Denmark, Sweden, Germany and the UK, before launching into further European countries later in 2021.

Collection and transport of used liners through the AD Circular programme is said to comply with EU regulations, and the costs will be comparable to existing waste disposal services. Material made from recycled liners will be used in new packaging materials and other qualitative products. Avery Dennison’s vision is to eventually facilitate liner-to-liner recycling.

Citing figures from industry consultancy AWA Alexander Watson Associates, Burak Sahbaz, senior director, marketing and sustainability at Avery Dennison, said, ‘Companies in Europe consumed some 470 kilotons of label liners in 2019, yet just over a third were recycled. Landfilling or incinerating that many liners, and using all that material only once, is not environmentally sustainable, and runs contrary to consumer expectations and the spirit of European regulations establishing a circular economy.

‘By working in collaboration with recyclers, our peer companies, and the brands that use our materials, we believe AD Circular is a big step forward in reducing and eventually eliminating label waste.’

Mr Sahbaz continued, ‘The programme’s ultimate goal is by 2025 to recycle 75% of the label waste Avery Dennison brings to the European market. Recycling 1kg of liner avoids the emission of 2.28kg of carbon dioxide.’