The so-called "unlabeled" is to remove the label on the bottle body, and instead print the complete product information on the outer packaging carton, and leave only the simple product name and shelf life information on the bottle.
When we are shopping for drinks, at a glance, the shelves are filled with all kinds of eye-catching packaging. However, recently, the labels of some drinks have been "torn" off, leaving only the bare bottles. In March of this year, Master Kong launched a label-free PET bottle packaging that practiced the low-carbon concept, and “tear off” the packaging of its iced black tea. It is the “first crab-eating” enterprise in my country.
Why go to the label?
It is understood that most of the beverage bottles on the market are recyclable PET bottles, but the labels used are made of PVC. This material cannot be decomposed naturally, and the recycling technology is not yet mature, which leads to a low recycling value. According to industry insiders, in the process of recycling PET bottles, if PVC materials are mixed in, other materials will be polluted, affecting the quality of recycled plastics. Therefore, removing the PVC label can improve the recycling rate of the bottle to a certain extent .
In addition, under the background of my country's "dual carbon" policy, in order to actively respond to the concept of "sustainable development" and conform to the concept of healthy and environmentally friendly consumption in the new era, while ensuring quality, some businesses choose to "tear" Label.
Are consumers willing to pay for the de-labeled beverage bottles?
Consumers generally hold two different attitudes towards unlabeled beverages. Some consumers believe that unlabeled beverages break the shackles of traditional thinking to a certain extent, and meet the needs of current social environmental protection while being innovative; Fake and shoddy products provide more convenient counterfeiting space, which is a big hidden danger in food safety.
However, because of Article 67 of my country's "Food Safety Law", there should be labels on the packaging of prepackaged food, and the labels should indicate nine categories of matters. Therefore, unlabeled beverages cannot be sold in a single bottle, but can only be purchased in a whole box. Master Kong can only test the water in the online business. According to data, on the second day after Master Kong released the new packaging, its brand WeChat index rose by 1120%, and many supportive comments appeared on the evaluation page. It can be seen that although there will be concerns, Chinese consumers are still very supportive of unlabeled beverages.
In fact, overseas, unlabeled beverages have long been promoted. In 2019, Japan has launched new beverage packaging that does not require tear-off labels. In 2020, there are regulations allowing all PET containers for beverages and specific food condiments to omit labels, but must have outer packaging such as cartons; Thailand and South Korea are in nearly two In 2008, unlabeled beverages were also launched, which were favored by many consumers.
From the current point of view, the development of "unlabeled" is in line with the trend of the times, and the market prospect is very broad. But with the popularization of "unlabeled", the product management system should also be strengthened. In terms of counterfeiting, merchants should set up anti-counterfeiting identification codes for products. In terms of recognition, merchants can increase design efforts on bottle bodies or bottle caps. Only when unlabeled products are really welcomed by the market and accepted by consumers, can "unlabeled" really play its role in environmental protection.