As consumers become increasingly conscious of the environmental impact of their purchases, more brand owners are striving to meet sustainability goals by providing alternative options.

While recent surveys have found that many consumers are willing to pay more for sustainably packaged products, the debate is ongoing. It’s worth noting that while some innovative and sustainable products may come with a higher price tag initially, it’s important to consider them as an investment in the planet.

Many brand owners and government agencies prioritize sustainable solutions in their long-term plans. For example, a study recently found that companies making environmental, social, and governance (ESG) claims about their products averaged more cumulative growth over five years when compared to companies that made no such claims.
BASF Strategic Account Manager Dave Engel states that many major brand owners have committed to achieving sustainability targets between 2025 and 2030. To help them meet these goals, BASF has developed a range of water-based resins to enhance packaging functionality. These products aim to provide alternative solutions to extruded polyethylene on paper and other packaging structures.
With a before-store, in-store, and after-store approach, BASF aims to provide water-based products to formulate coatings that allow the conversion from solvent to water-based, reducing CO2 emissions. In-store solutions provide functional barriers to paper packaging to avoid food waste. After-store solutions keep paper in the paper recycling stream. That’s where BASF’s Joncryl® HPB line comes in — upgrading current paper and paper board substrates and providing barrier properties such as liquid, oil, grease, or moisture resistance.

The conversion of polyethylene-coated paper and film-based structures to recyclable paper packaging materials is possible with our products.” 

Dave Engel   

Strategic Account Manager at BASF

“The conversion of polyethylene-coated paper and film-based structures to recyclable paper packaging materials is possible with our products,” Engel says. “Our Joncryl HPB products aim to provide barrier properties to protect brand owners’ packaged materials.” 

Many food service applications, such as sandwich wraps, clamshell fast food containers, and French fry cups would be targets for this type of conversion. Joncryl HPB 1702 provides exceptional oil and grease resistance and flexibility, making it an excellent choice for various applications, including flat and creased-folded packaging for the applications mentioned above. 
Joncryl HPB 4010 and 4030  are specifically designed to offer industry-leading liquid barriers with sealing characteristics for paper to provide an opportunity for recycling and supporting the circular economy. 
According to BASF Senior Technical Account Manager Geoff Christ, the functional coatings team’s primary focus is flexible packaging and quick-serve applications to make brand owners aware of the advantages of using the Joncryl HPB line. “Moisture protection is critical to preserve food and industrial products like dry powders,” Christ says.
Regarding moisture resistance, Joncryl HPB 1631-A is one of the top performers. This product provides an exceptional barrier with a low moisture vapor transmission rate (MVTR) when applied to paper and paper board, and it performs similarly to polyethylene. MVTR measures the amount of moisture vapor permeating through a substrate over time. It’s a critical factor to consider when designing packaging materials for products that need to be protected from moisture.
When it comes to product freshness and supply chain efficiency, having a good MVTR is vital. If a product takes longer to move from farm to shelf, a better MVTR can help prevent moisture migration. This not only keeps the product fresher for longer, but it also reduces waste and costs in the supply chain. Joncryl HPB 1631-A also has broad direct food compliance. BASF’s Food Contact Statement is available upon request.
“Our team is dedicated to developing top-quality products that deliver a similar level of moisture barrier protection as the current film packaging. This will help maintain the freshness and quality of the products for as long as possible,” Christ says.
Other commercially available functional coatings include Joncryl HSL 9010-A and Joncryl HSL 9011-A. Joncryl HSL 9010-A is used in water-based heat-seal lacquers for cardboard blister packs and flexible packaging. Joncryl HSL 9011-A was developed explicitly to reduce heat-seal activation temperature for high-speed blister card packaging machines.

When selecting a product from the Joncryl HPB product line, customers typically start by identifying their primary target barrier performance. Once established, the functional coatings team can recommend a starting point formulation. This can be fine-tuned based on several factors, including substrate, application methods, conditions of use, and end-use packaging. This determination may also affect blocking resistance, sealability, and the graphics on the packaging with the chosen barrier product. With this approach, customers can be confident that BASF provides a product that meets their needs and requirements.
According to BASF Application Chemist Stephen Godlew, BASF’s in-house experts conduct a thorough analysis using modern equipment and testing methods in a controlled atmospheric environment to measure the barrier properties of test samples accurately. The results of these tests are then compared to current packaging on the market, allowing BASF to ensure that its packaging solutions are of the highest quality and meet the necessary standards for barrier protection.
“After testing, we can work with our customers to find out their final needs in terms of barrier performance, then optimize the solution for them,” Godlew says.
BASF is committed to working closely with its customers to gain insight into ever-evolving market trends. According to BASF Commercial Marketing Manager Regina Escandon Millet, the company is continuously developing innovative products that align with the goals of brand owners.
“It’s clear that people are aware of how product packaging affects the environment and the quality of the product, and it’s a journey in which everyone can contribute,” Escandon Millet says. “I’m excited that the coatings industry is leading the way in addressing this concern, and the Joncryl HPB line is a prime example of that. Our team is committed to helping customers make real strides towards more sustainable options.”
Contact BASF to request a sample or learn more about the Joncryl HPB line and other functional packaging solutions. 


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