UPM is streamlining adhesive selection for complex label applications with a new range of purpose-built solutions tailored to specific end-use requirements. The company has introduced UPM PharmaSure™ for pharmaceutical packaging, UPM Vetro™ for wine and spirits, and UPM Endurance™ for oil and industrial chemicals, all within its UPM Raflatac™ portfolio.
The move reflects growing demand for application-specific performance in labeling, where standard adhesives often fall short. Each target segment presents distinct technical and regulatory challenges. Pharmaceutical labels, for instance, must withstand sterilization processes, cold-chain logistics and application to small-diameter containers. In the beverage sector, labels are exposed to humidity, refrigeration and ice-bucket immersion, while industrial environments require adhesion on challenging substrates under chemical exposure, mechanical stress and hot-fill conditions.
UPM positions the new range as a response to increasingly specialized requirements. Built on decades of formulation expertise and supported by a global innovation network, the solutions are designed to match the performance conditions of each application. The company also provides pre-assessed performance data and technical documentation to support qualification processes and regulatory compliance for converters and brand owners.
According to Christian Szameit, Senior Vice President, Global Markets at UPM Adhesive Materials, adhesive selection has become a critical factor in ensuring label reliability in demanding environments. The company aims to simplify this decision-making process by offering clearly defined, end-use-driven solutions.
The launch highlights the increasing importance of application-specific adhesive technologies as brand owners and converters seek higher performance, greater reliability and compliance with industry-specific requirements.
UPM Adhesive Materials, one of the group's fastest-growing businesses, reported sales of nearly €1.7 billion in 2025 and employs approximately 3,300 people globally. The broader UPM group reported sales of approximately €9.7 billion in 2025 and continues to expand its portfolio of renewable fibres, advanced materials, decarbonization solutions and communication papers.
