Functional labels, active packaging materials win top award
Functional labels, active packaging materials win top award
Vidre+ — a next-generation technology of smart labels and active packaging materials developed by Fresh Inset and brought to market in partnership with Avery Dennison, a global leader in materials science and labeling technologies — has been named the winner of the 2025 pre-commercialized Packaging Europe Sustainability Awards.
Leveraging Avery Dennison’s deep expertise in advanced materials and global converting capabilities, Fresh Inset has integrated its proprietary active-material innovation into functional labels and packaging substrates at scale. Vidre+ transforms standard label and film materials into freshness-enhancing solutions that fit seamlessly into existing converting and labeling workflows, enabling global deployment without changes to pack design or infrastructure.
Fresh produce — one of the most valuable and fragile elements of global food systems — loses over $1 trillion annually due to natural aging and spoilage, accounting for 8–10 percent of worldwide greenhouse-gas emissions. Even a few extra days of freshness can significantly reduce waste, lower emissions and unlock economic value across the supply chain.
Vidre+ has now been recognized with one of the industry’s most respected awards. Granted annually by Packaging Europe, the award honors breakthrough technologies redefining the role of packaging in building a more efficient and sustainable food ecosystem.
“This award is a major milestone for our teams and a confirmation that scalable sustainability is possible even in complex, global supply chains. Vidre+ allows companies to reduce food waste, manage inventory more effectively and deliver higher-quality products to consumers. With Vidre+ every package becomes active, working like an ‘invisible shield’ that protects the product from losing freshness,” said Krzysztof Czaplicki, co-founder at Fresh Inset.
“Innovation in packaging becomes meaningful only when it is scalable, functional and delivers real impact. Our collaboration with Fresh Inset shows how material science and smart design can open entirely new possibilities for the industry. Vidre+ is a perfect example of how labels and packaging can go beyond their traditional role and actively contribute to reducing waste and improving freshness throughout the supply chain,” said Jordy van der Heijden, global technology platform director at Avery Dennison.
Vidre+ is a technology that slows down the natural aging of fresh fruits, vegetables and flowers by integrating Vidre+ directly into labels, stickers and the materials from which packaging is made. It gradually releases its active component inside the packaging without leaving any residue on the product. The technology is easy to apply: it can be used as a label or printed directly onto any type of packaging material. It fits existing production lines and requires no additional investment or process changes. Its flexible dosing system allows adjustment based on packaging size, product type, and supply-chain conditions.
Vidre+ is compatible with a wide range of packaging formats — including boxes, trays, punnets and clamshells — and can be tailored to different crop varieties and supply-chain needs. Applied post-harvest, Vidre+ protects produce during storage and distribution, and leaves no trace once products reach consumers.
