Superhero water bottles flex recycling power: Page 3 of 4

By Rick Lingle in Labels on November 14, 2019


Shazam—an acronym of six “immortal elders” Solomon, Hercules, Atlas, Zeus, Achilles and Mercury—is a superhero with roots stretching back to 1939. Wikipedia states that he is the alter ego of Billy Batson, a boy who, by speaking the magic word "SHAZAM!", can transform himself into a costumed adult with the powers of superhuman strength, speed, flight and other abilities.

The packaging has a very special ability, too: Not only is it 100% recyclable, it’s the first time the brand owner is using this sleeve label technology.  

An NWNA spokesperson discloses these additional details: “The shrink label is does not use an adhesive, instead uses various compatible polymers that work well in the recycling process. We invested in new equipment that applies these specific labels, further demonstrating the pride taken in carefully designing our bottles—down to the label—to be 100% recyclable so they can retain their quality and be turned back into new bottles. We are working with a number of strategic suppliers as we continue to explore alternative packaging options to virgin PET plastic.”

Notably and unlike some other sleeve-wrapped products, this new sleeve label technology does not require consumers to remove the label before recycling; consumers can simply place the cap back on the bottle when finished and discard in the recycling bin.

Packaging Digest speculates that the recyclable sleeve may be based on Eastman’s Embrace Encore copolyester due to the resin’s similar properties, but that could not be confirmed.

Next: The World’s Greatest Detective and final details

Rick Lingle

Rick Lingle is senior technical editor of Packaging Digest. He’s been a packaging media journalist since 1985 specializing in food, beverage and plastic markets. He has a chemistry degree and has worked in food industry R&D for Standard Brands/Nabisco and the R.T. French Co. Reach him at [email protected] or 630-481-1426.

Filed Under:
By submitting this form, you accept the Mollom privacy policy.
500 characters remaining