vitafusion Becomes First Vitamin Brand to Convert to Recycle-Friendly Shrink Packaging

New Deseaming Technology Supports Corporate Sustainability Goals.

vitafusion™ MultiVites Gummies (Photo: Business Wire)

EWING, N.J.--()--Church & Dwight Co., Inc., manufacturer of vitafusion, America’s #1 gummy vitamin brand, is the first in the vitamins category to use recycle-friendly shrink film labeled packaging in the U.S. Launched this year, packaging for vitafusion MultiVites 150-count gummies now incorporates shrink labels made with high-performing Eastman Embrace LV resin and Sun Chemical’s SunLam Deseaming Adhesive, converting a previously nonrecyclable package to a recycle-friendly one — with the full vitafusion gummies line converting to recycle-friendly shrink labeled packaging within 2019.

“In addition to providing the best tasting, nutritious gummy vitamins on the market today,” says Laurie Kirschner, Director of Marketing for vitafusion, “America’s #1 gummy vitamin brand aims to do our part for the environment with recycle-friendly packaging and is socially conscious through our partnership initiative with The Fruit Tree Planting Foundation to plant up to 200,000 fruit trees by 2020. We are dedicated to delivering fresh fruit to communities in need and helping to make a positive impact on the environment for generations to come. We are thrilled to offer this shrink label and deseaming technology, making our product shrink package recycle-friendly. Previously, the plastic bottle was recyclable, but the shrink label created challenges for recycling. The vitafusion brand labels will now proudly feature the highly respected ‘How2Recycle’ designation.”

Incorporating the new deseaming adhesive into its current labeling process allows vitafusion to maintain the look and quality of its package with film made from Eastman Embrace LV copolyester. Multi-Color Corporation has replaced the traditional solvent used on the vitafusion labels with SunLam Adhesive, ensuring the washing phase of the recycling process can easily remove the shrink labels.

“The technical expertise of our packaging partners has enabled us to use the latest technologies available,” says Rich McNabb, Global Director of Packaging for Church & Dwight. “Increasing the recyclability of our packaging is a great decision for the long-term success of our business and our environment. This exciting new technology has huge potential to improve recycling for shrink-labeled packaging across many companies and industries.”

About Church and Dwight Co., Inc.

With a rich heritage of commitment to people and the planet for over 150 years, Church & Dwight is committed to conducting our operations in a sustainable and environmentally responsible manner using recycled materials in our cartons. We are continually assessing the impacts of our operations on the environment while developing, manufacturing and marketing a broad range of consumer household, personal care and specialty products with sustainability efforts incorporated into our new product innovation including Arm & Hammer, Trojan, Oxiclean, waterpik, Anusol, Viviscal, Toppik, Batiste, Replens, RepHresh, First Response and Pre-Seed.

See the Church and Dwight Sustainability Report here.

About Sun Chemical

Sun Chemical, a member of the DIC group, is a leading producer of printing inks, coatings and supplies, pigments, polymers, liquid compounds, solid compounds, and application materials. Together with DIC, Sun Chemical has annual sales of more than $7.5 billion and over 20,000 employees supporting customers around the world.

Sun Chemical Corporation is a subsidiary of Sun Chemical Group Coöperatief U.A., the Netherlands, and is headquartered in Parsippany, New Jersey, USA. For more information, please visit our Web site at

About Eastman

Eastman is a global advanced materials and specialty additives company that produces a broad range of products found in items people use every day. With a portfolio of specialty businesses, Eastman works with customers to deliver innovative products and solutions while maintaining a commitment to safety and sustainability. Its market-driven approaches take advantage of world-class technology platforms and leading positions in attractive end markets such as transportation, building and construction and consumables. Eastman focuses on creating consistent, superior value for all stakeholders. As a globally diverse company, Eastman serves customers in more than 100 countries and had 2017 revenues of approximately $9.5 billion. The company is headquartered in Kingsport, Tennessee, USA, and employs approximately 14,000 people around the world. For more information, visit


For vitafusion
Brad Ginsburg, 646-964-4446


For vitafusion
Brad Ginsburg, 646-964-4446