The eye-catching design of shrink and stretch labels make them desirable to beverage-makers, but experts add that sustainability is playing a greater role in the future of this market.

In the world of packaging materials, experts note that there is a definite need, and continual demand for shrink and stretch labels from the food and beverage industry.

Orion Packaging, a product brand of ProMach, recently introduced a new carriage for its stretch wrappers that will become the company’s new standard for improved stretch wrapping and minimum stretch film consumption.

Forty years ago, Kenner Products released Stretch Armstrong, an action figure that could stretch from its original 15-inch frame to four or five feet. Although not in the toy-making business, packaging materials manufacturers have had to literally stretch their capabilities to keep pace with beverage-makers seeking clean, sustainable labels that feature vivid colors, images, specialty inks and soft-touch finishes to connect with consumers.