A ripping yarn

Openability is obviously what made tear tape a breakthrough when it was first introduced. Getting into all sorts of packages from food to CDs is so much easier with these little devices that are now taken for granted by consumers.

However, as Simon Wildash, Head of Marketing at Payne, explained: “Initially it was all about openability. Then it was identifying the tape with colour. Now we can offer so much more in terms of branding; with digital print allowing promotional messages to be put on the tape. This has been used on biscuits in Latin America, and on Wrigley’s Hubba Bubba in the USA, with the latter giving a 16% increase in sales.”

The Technology Centre in Nottingham, which opened last year, is a centralised resource for R & D, with 23 experts in print, adhesive coatings, slitting, labels, ID card manufacturing, security and artwork on hand to develop clients’ ideas into reality.

Security is an important area for Payne, and often openability and brand protection security features are built into one tape. One example is Egyptian tea manufacturer Royal For Herbs, which utilised the covert security capabilities offered by Payne’s Security Essentials tear tape range to combat the counterfeiting of its products.

Payne has a variety of security solutions that can be integrated within tear tape, as well as a sophisticated Track & Trace system combined with a highly secure self-authenticating technology.

Payne’s tear tape collection has expanded and become more innovative over the years. Supastrip, Rippatape and Vaktape tear tape brands are supplied to a variety of industries, including tobacco, food & drink, cosmetics, and paper/board. The company has two integrated plants, in the UK, one in Nottingham, and one in Richmond, as well as three dedicated secondary slitting operations for local markets, located in São Paulo, Bangalore and Indonesia.

An in-house design and reprographics service is available in the Technical Centre; and 3D pack visuals can be produced so that customers can visualise the finished product.

Tapes from 1.6mm – 30mm wide can be supplied, and are said to be able to cope with the fastest packaging lines. And, as Mr Wildash pointed out: “It is much easier to change a tear tape than the whole package, so there are clear benefits when data needs to be changed, or there are special promotions for a limited time.”

Rippatape was the first tear tape to be developed by Payne. This is suitable for board cartons and corrugated boxes. “Rippatape is primarily used for easy opening of transit boxes and cartons to ensure goods get onto shelf with minimal damage,” explained Mr Wildash. “It can also be used for branding, and with our new edge tape solution provides instant impact on point of sale cartons.”

Designer tapes

The Designer Collection consists of a range of speciality tear tapes employing sophisticated design and engraving techniques to achieve dynamic high-tech print finishes to increase on-shelf impact. They can be used for a wide variety of branding and communications purposes for on-product impact.

There are various types available from the Elements range, which can promote branding using a message tape comprising simple fonts and logos. This is ideal for limited editions and new pack designs, as the message can be changed frequently and easily.

The Precision tape uses more colours and sophisticated print technology for a more upmarket approach. Logos can be replicated in full colour, with greater colour contrast offered.

Payne can also now offer double-sided print tape, called Duo, which gives the brand owner the opportunity to deliver multiple messages to the consumer. This works with Elements, Precision, Waves, Impact, Tape to Pack (T2P) and Illusions. This has the additional appeal that it can be used for instant win competitions or SMS access.

The ultimate in eye-catching tear tapes is Impact. Using process colour sets, any graphical image can be cost-effectively recreated; and the addition of black or silver can enhance the visual impact. The possibilities in terms of creativity are endless, and fantastic images can be incorporated onto tapes up to 20mm wide. It can be combined with Duo for additional communication, coupons, websites, and multi-sensory effects can be created. “Customers are looking for texture in the tape, such as denim fabric,” said Mr Wildash.

Tear tape technology and design has certainly come a long way since the first ripping sound was heard on a product. Payne now supplies to over 100 countries worldwide, for both tear tape and security solutions; and will continue to work with clients to develop imaginative new designs and products.