New Paper Label Adhesives Expand the Wash-Off Portfolio for Sustainable Packaging

Avery Dennison launches paper wash-off labels, easily removed with water, to provide more opportunities for packaging recycling and reuse.

Sustainability is a core driver of research and development at Avery Dennison, and we’re proud to introduce three new, NPEO-free adhesives to our line of wash-off solutions that support a new generation of eco-friendly options for plastic and glass packaging. 

Paper labels for a range of surfaces

The three new permanent wash-off adhesives WX6030, WW2031 and WW4031 provide paper labelling solutions that remove cleanly from different packaging surfaces. 

WX6030 (W=wash-off; X=paper generic applications; 6030=emulsion acrylic) is a new adhesive for use on plastic HDPE crates, beer kegs, plastic packaging, and steel surfaces. It is a strong option for reusable crate pooling programs, such as IFCO and Euro Pool System, as the ability to wash off in low temperatures with no additives helps extend crate lifespan and is a more functional solution compared to permanent labels. 


Wash-off paper label constructions and adhesives qualified with crate pooling providers






Euro Pool System



WW2031 (W=wash-off; W=wine applications; 2031=next generation emulsion acrylic) is a new adhesive for use on glass bottles and jars containing food, wine and other beverages. The ability to wash off labels at low temperatures with no additives enables better recycling separation as well as at-home repurposing by consumers. 

WW4031 (W=wash-off; W=wine applications; 4031=next generation emulsion acrylic) is our solution for premium papers used for labeling of glass bottles for wine and spirits. It is a high tack adhesive that can be easily washed off in a hot alkaline solution. It is a strong option for returnable glass bottle programs.

Low temperature wash-off 

WX6030 and WW2031 adhesives have been designed specifically to simplify the washing process. They enable a clean removal of labels in water, a minimum of 21°C and optimal at 60°C, and do not require any additives for removal. This helps lower the energy usage and chemical waste in reuse and recycle programs. 

These adhesive solutions reflect a growing market demand for more sustainable labeling solutions, Zuzanna Kokot, ECP Associate at Avery Dennison, explains: 

“These adhesives have been growing strongly over the course of 2020 and with sustainability in mind, many brand owners are looking for paper wash-off labels to support their efforts. These solutions will continue to grow both in logistics and consumer products in the coming year to enable reusability of packaging. Furthermore, EU guidelines are clear on reduction of single use packaging and it is expected that legislation will follow in the future.” 

In line with EU regulations driving sustainable packaging, WX6030, WW2031, and WW4031 are free of Nonylphenol Ethoxylate (NPEO) and are compliant with EU Plastics, Framework, and GMP regulations. 

Key facts about new wash-off adhesives

  • New wash-off adhesives, in combination with a paper facestock, allow for clean removal from a wide range of surfaces  

  • NPEO-free and complaint with EU Framework Regulation (EC) No 1935/2004, EU Plastics Regulation (EU) No 2023/2006, and EU GMP Regulations (Eu) No 10/2011

  • Labels with WW4031 are designed for returnable wine and spirit glass bottles, washing off in an alkaline solution at 80°C

  • Labels with WX6030 and WW2031 adhesives 

    • Require no chemical additives for label removal in the wash-off process 

    • Wash off in water - minimum 21°C, optimal at 60°C

    • WX6030 and selected products are qualified with Euro Pool Systems, Infinitum, Returpack and IFCO.

An expanding portfolio of sustainable labels

Avery Dennison is committed to providing sustainable labelling solutions across industries and applications. Our portfolio of wash-off adhesives are designed to make packaging more recyclable and reusable. 

Along with the above mentioned solutions for paper labeling, the wash-off portfolio offers a variety of options for filmic labels, including our CleanFlake™ technology which adheres to PET packaging through its lifecycle and is then subsequently deactivated during the sink/float recycling process to cleanly separate facestock, ink and adhesive from the PET flakes. 

All great solutions begin with a conversation 

If your organization is exploring options around packaging reuse and recycling, our team at Avery Dennison would be happy to help discover the best labelling solution for your unique needs. We invite you to get in touch whenever you’re ready to learn more.