It’s Time for Brands to Move Beyond Laser Ablation

Laser ablation has long been accepted as a practical method for adding date codes and traceability marks to packaging. But in today’s high-performance production environments, where hygiene, efficiency and brand presentation all matter, it is increasingly looking like an outdated compromise.

Burning material to make a mark

At its core, laser ablation is a destructive process. It works by burning away an ink layer or substrate surface to create contrast. The result may be functional, but the side effects are harder to justify. Debris and fumes are generated directly on the line, creating avoidable contamination risks, particularly in food, beverage and pharmaceutical packaging where clean operations are non-negotiable.

The hidden cost of debris

Residue build-up doesn’t just create hygiene concerns, it can also affect code consistency and readability, increasing rejection rates and undermining line performance. Frequent cleaning interventions and maintenance routines become part of everyday production life, quietly reducing overall equipment effectiveness and driving up operational costs.

So why compromise on pack design?

To make ablation work, brands often accept the need for pre-printed dark “code boxes”. These panels may enable marking, but they rarely increase pack appeal. For marketing teams investing heavily in packaging differentiation, they represent an aesthetic compromise that feels increasingly unnecessary.

A smarter, cleaner way to code

DataLase technology challenges the assumption that coding must be destructive. Instead of removing material, laser energy activates a patented coating to create a precise, high-contrast image. The process is controlled and non-destructive, dramatically reducing debris generation, thereby helping manufacturers maintain cleaner production environments and stronger compliance with hygiene standards.

Built for modern traceability

The result is sharp, durable text, barcodes and QR codes that meet GS1 standards and support next-generation initiatives such as digital product passports. As supply chains become more connected and data-driven, reliable laser marking is no longer just about compliance, it is about enabling smarter packaging.

Ready to integrate, ready to perform

DataLase coatings can be applied inline using flexographic, gravure or offset printing processes and are compatible with a wide range of substrates, from paper and corrugate to films, metals and plastics. They can even be incorporated within laminate structures to provide an additional anti-counterfeit feature.

Engineered to respond to CO2, fibre and UV lasers, the technology can typically be deployed using existing hardware. With flexible colour-change activations such as white-to-black, clear-to-black and clear-to-white, coding can also be integrated more creatively into packaging design, rather than treated as a visual afterthought.

The future of laser marking isn’t destructive

As expectations around efficiency, sustainability and brand experience continue to rise, the industry is beginning to question long-standing practices. Moving beyond laser ablation is not simply a technical upgrade, it is a strategic step towards cleaner production, better performance and more intelligent packaging.