Viva Packaging - Drive innovation in the tube market

Viva Packaging manufactures injection-moulded squeezable tubes with in-mould labels. Its main markets are the ones for personalcare products, haircare and skincare, but other markets, such as food or industrial products like car finishing products, are also showing keen interest.

Global brands are looking for synergies, and having three global production locations is a key benefit for Viva and its customers. Global brands can produce uniform products across different locations, close to their markets. With production facilities in Asia, North America and Europe, Viva can provide consistent packaging products across different territories.

Viva helps brands differentiate themselves through their tubes. Competition is tough and brands are looking for better-quality graphics, better shelf impact and to be at the forefront of innovation. Viva's R&D department is working hard to develop future solutions that brands will need, such as dual chamber tubes, tubes made from recycled material and special applicator tubes. This is what Viva stands for: driving the innovation in the tube market at the speed of light. Its strong family ownership structure, with very short decisionmaking processes, is the key to its ability to grow quickly.

Brands and portfolio

Viva supplies to brands like John Frieda, REN Skincare, Clearasil and L'Oréal - as well as to strong, creative and green brands like Pacifica and Desert Essence, which have found the perfect fit with Viva's impacting graphics through a very sustainable tube packaging (which requires up to 35% less energy to produce and is 100% recyclable, with closed loop initiatives initiated with retail).

As customers embrace Viva's IML tubes, they discover the advantages of the more rigid and high-end feel of PP IML tubes. These tubes bounce back to their original shape rather than wrinkling or deforming, giving them a higher perceived value, and the packaging looks untouched during the tubes' entire life cycle.

IMLs are printed on a flat surface, enabling Viva to print almost any type of graphic - flexo, offset, silk screen, cold foil and many more - on its state-of-the-art printing press. This hybrid printing press combines these options and achieves the most striking graphics on the in-mould label. Viva goes even further, ensuring the tube is resistant and graphics appear new during the tube's entire life cycle. When elaborate graphics are printed onto an IML, it is important to protect the artwork, as the tube is going to be filled and then passed through a distribution process, and may even end up in a purse or handbag.

Environmentally friendly tubes for the circular economy

Traditionally, tubes are manufactured with the sleeve and shoulder produced separately and then welded together, and the cap is usually sourced externally.

Using Viva's IML technology, the sleeve, shoulder and decoration are created in one manufacturing step - by injection-moulding with IML - and Viva manufactures all components in-house. Every component is moulded, printed and assembled in the same plant, and Viva controls the supply chain of the caps, which has a big impact on its throughput times.

Life-cycle analysis (LCA) of Viva's tubes - taking resin sourcing into account along with the amount of energy spent to produce a tube, all the way through to the finished tube - shows that the Viva injection-moulded tube with in-mould label saves, on average, up to 35% of the energy used in production compared to any competing technology. Retailers are asking suppliers what they can contribute in terms of sustainability and Viva can help them with its 100% recyclable PP IML tubes.

The tube is made from one single resin - Polypropylene No. 5 - which means at the end of its life cycle it can be recycled without having to separate tube and cap. A traditional tube is made from different materials. The cap, tube and shoulder are made from different resins, with the label made from yet another material, and it is often nearly impossible to separate these components from the tube for recycling.

Viva uses a high degree of post-consumer recycled (PCR) material for the tube sleeve, and up to 100% for the caps used on its tubes. The disadvantages of PCR material - discoloration, only being available in darker colours - are neutralised by the use of IML labels covering the entire tube body with decoration.

Products and Services

Contact Details

Viva IML Tubes
Frank vanden Kieboom
Tel: (32) 3201-9797 Mobile: (32) 475-569669 Email:
Contact: Viva Packaging

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