Rowse updates Manuka honey packaging with new materials and label technology

Rowse Honey, part of the Valeo Foods Group, has introduced updated packaging for its premium Manuka Honey range, following a redesign developed in collaboration with flexible packaging manufacturer Coveris.

The revised packaging is now in market across jar and squeezy formats and focuses on changes to the product’s label design rather than the primary container. The update introduces a new visual identity intended to improve shelf differentiation within the Manuka segment.

The labels use uncoated, textured substrates alongside coloured hot foil detailing, with individual foil colours assigned to different MGO strengths, including the 500+ MGO variant. According to the companies involved, this approach is designed to support clearer product identification across the range.

Creative development for the redesign was led by branding agency The Space Creative, with label production carried out by Coveris and technical support provided by Aire Global. The project involved a nine-month development period, during which multiple label trials were conducted. These trials explored finishing techniques such as double hot foil stamping, tactile surface treatments and metallic elements.

Although the packaging format remains unchanged, the updated labels introduce additional technical features. These include a move away from silver paper in favour of textured materials, the use of two hot foil applications per label, and the integration of SourceTag RF technology on back labels to support in-store security systems.

The project also incorporates recycling measures linked to label production. Rowse Honey participates in Coveris’ ReCover Paper recycling operation for self-adhesive label waste. Over the past year, 42kg of release liner material has been recycled through the RafCycle™ programme operated with UPM Adhesive Materials, with the companies reporting associated reductions in landfill use and carbon emissions. ReCover Paper forms part of Coveris’ wider No Waste initiative.

The redesigned Manuka Honey packaging has been shortlisted in the UK Packaging Awards 2025, where the Rowse Manuka 500+ MGO Monofloral Honey label is a finalist in the Label of the Year category.