Dr. Oetker’s Switch to Sustainable PET Material

Dr. Oetker is a 128 year old family business based in Bielefeld, North Rhine Westphalia. “Creating a Taste of Home” has made Dr. Oetker a household name in cake, dessert and frozen pizza available through traditional grocery channels in over 40 countries. Dr. Oetker Queen Australia Pty Ltd entered the Australian market in 2010 with the acquisition of the Queen Vanilla brand in 2015.

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Going Green

Vanilla extract brand, Vanilla Bean is a popular baking product sold to Tesco, the largest retailer in the United Kingdom. Tesco led the way in plastic reduction by banning suppliers from using certain packaging materials from the end of 2020.

The team at MCC were ready to support with their portfolio of sustainable label solutions. All United Kingdom product labels changed from PVC material to the more sustainable PET material. In addition, MCC showed initiative by offering an innovative wash-off label material which was well received by Tesco


To ensure the label would be 100% recyclable, the team used MCC’s recycLABEL® solution, approved by the Association of Plastic Recyclers and EPBP (European PET Bottle Platform). RecycLABEL® is a solution recognized by the APR (Association of Plastic Recyclers). It was created to make labels compatible with the PET recycling process.  The main performance indicators of recycLABEL® include:

  • Adhesive releases cleanly from the PET
  • Label material floats during the separation step
  • Ink remains adhered to the label (no substantial discoloration of the wash water and residual ink removal does not stain the PET flake) The changes instigated led to the new green recycling logos being added to the products allowing the brand not only to fulfil requirements but also to have a positive impact on its environmental sustainability initiatives