Food packaging used to be focused on getting product on the shelf unspoiled and undamaged. Today, it’s driven by consumer demand for choices and manufacturers’ desire to grow market share and buyer loyalty with line extensions and sub-brands. The fierce battle for buyers’ attention on overcrowded grocery shelves means today’s packaging must not only get food to market, but also help sell it.

Brand owners, converters and packaging designers now have a new tool at their disposal. Ashland Inc. (NYSE: ASH) has developed Purekote™ 23589, a coating that can be used safely in food packaging applications regulated by the U.S. Food and Drug Administration (FDA). The water-based coating delivers a superior matte appearance and velvety feel to paper and plastic bags, pouches, lidding films, foil bags and sachets. The product will be launched at Dscoop in Ashland’s booth #509. The Dscoop conference takes place April 14-16 in San Antonio, Texas.

“Purekote 23589 coating is particularly well suited for use on organic and natural products packaging, which is one of the fastest-growing segments in the packaged food industry,” said Cindy Fruth, industry manager, laminating adhesives and coatings, Ashland. “Purkote coating also delivers superior scuff resistance, so when the food product finally reaches the shelf it will still look great. And packaging that looks great and feels great really helps sell product.”

Purekote 23589 coating is safe for use with any food and does not have temperature limitations. Purekote coating is print receptive and can be used with film, foil and numerous other substrates. It can be applied via gravure or flexographic process with an enclosed-chamber doctor blade.

Converters and brand owners will appreciate the design flexibility of Purekote 23589 coating compared to using films with soft-touch properties built into them. Purekote can be pattern applied to create packaging with both matte sections and clear “windows,” that allow consumers to see the product inside. This flexibility in application also makes Purekote suited for use on pressure-sensitive labels, boxes and many other non-food applications.

“This FDA clearance is exciting for what it means to our customers,” said David Hatgas, global business director, adhesives and coatings, Ashland. “They can now get water-based, solvent-based and UV-curable coatings with matte finish and soft-touch feel from a single supplier. It gives them a full range of choices and can help simplify their supply chain. It’s all part of how Ashland helps customers do business better.”

Purekote 23589 is a polyurethane dispersion in liquid form. As a topcoat it delivers 60° gloss in the 0.5 to 4 range. It is well suited for use with Nylon, PET, OPP, vinyl and other plastic film substrates.