Label assembly

A label assembly comprising

• a continuous web in roll form, said web having opposite side edges extending longitudinally of the web,
• a series of longitudinally spaced labels on the web,
• each label having a front face adapted for receiving print and a rear face releasable adhered to the web with adhesive covering substantially the entire rear face so that the label can be peeled off the web and applied to a label-receiving surface,
• die cuts in the web defining, for each label, a plurality of cover pieces cut from the web adapted to separate from the web and to remain on the rear face of the label when the label is peeled off the web, said cover pieces being sized to cover a major region of the label, and the cover pieces of each label substantially covering the rear face of the label to render it substantially non-adhering over said major region of the label when the label is peeled off the web, and said cover pieces being spaced apart to provide interconnected areas of web to which the rear face of the label can adhere before the label is peeled off the web thereby to increase the tensile strength of the label assembly in a direction extending longitudinally of the web.

A supply of freezer shelf labels comprising

• a carrier of flexible sheet material,
• a series of longitudinally spaced labels adhered to the carrier,
• each label having a front face adapted for receiving print and a rear face releasable adhered to the carrier, with adhesive covering substantially the entire rear face so that the label can be peeled off the carrier and then applied to a freezer shelf, an upper major region adapted to be applied to said shelf and a lower major region adapted to hang down from the freezer shelf when the label is adhered to the freezer shelf,
• die cuts in the carrier defining, for each label, a plurality of cover pieces cut from the carrier adapted to separate from the carrier and to remain on the rear face of the label when the label is peeled off the carrier, said cover pieces being sized and located to cover said lower major region of the label and being separate from one another to reduce curling of the label in a freezer environment.