Coveris redesigns Rowse Honey packaging with RF technology and premium sustainable labels

UK – Packaging manufacturer Coveris has redesigned the premium Manuka Honey packaging for Rowse Honey, part of the Valeo Foods Group, integrating radio frequency (RF) technology and upgraded label aesthetics to strengthen in-store security, brand differentiation and sustainability performance.

The refreshed packaging incorporates SourceTag RF technology embedded within the back labels, enabling improved compatibility with retail security systems while maintaining the premium look of the product.

The updated range is available in both glass jar and squeezy bottle formats, with the core primary packaging unchanged.

Visually, the redesign introduces a combination of textured, uncoated substrates and coloured hot foils, which Coveris says defines a clearer and more consistent identity across the Manuka Honey portfolio.

Each stock-keeping unit (SKU), including the brand’s more than 500 methylglyoxal (MGO) strength variants, is assigned a specific foil colour.

This approach is intended to simplify product identification for consumers while reinforcing shelf standout and brand recognition.

According to the companies, the technical upgrades include a move away from silver paper to uncoated, textured materials to deliver a more natural look and feel.

The labels also feature dual hot foil applications, adding visual depth, tactility and sharp print definition.

These effects are supported by Coveris’ advanced printing capabilities, which ensure high colour fidelity across the range.

The redesign was led by The Space Creative, with Coveris responsible for print production, supported by security specialist Aire Global.

The result is a more refined, modern aesthetic aimed at reinforcing Rowse Honey’s premium positioning within a competitive honey and functional foods category.

While the jars and bottles remain unchanged, Coveris says the upgraded label solution creates a more clearly defined premium tier within Rowse’s wider product portfolio, helping the brand differentiate Manuka Honey from its mainstream offerings at the point of sale.

Sustainability also played a role in the project. Rowse Honey has partnered with ReCover Paper, Coveris’ specialist recycling facility, to process self-adhesive label production waste. The facility was expanded last year to handle up to 10,000 metric tons of waste annually.

Over the past year, Rowse Honey recycled 42 kg of release liners, preventing an estimated nine metric tons of CO₂ emissions compared to landfill disposal, through the RafCycle programme operated with UPM Adhesive Materials.

RafCycle supports the collection and recycling of liner waste from labelling operations.

The project aligns with Coveris’ broader investments in sustainable labelling. In 2025, the company invested £1 million (US$1.3 million) in its Linerless Labelling Centre of Excellence in Spalding, UK, expanding capabilities for linerless and low-waste label formats across multiple packaging applications.

Together, the redesign highlights how smart labelling, premium aesthetics and circularity initiatives are converging in high-value food packaging.

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