Tetra Pak aims for brand differentiation with novel, new packaging shape

Tetra Pak, a world leader in food processing and packaging solutions, has launched a new pack design – the Tetra Brik Aseptic 250 Base Crystal. Featuring two crystal shaped panels on the front side of the familiar Tetra Brik Aseptic, the new package provides customers with more graphic design possibilitieshelping their products stand out on shelf, the company claims.
“As consumers have less time to choose from an increasingly wide range of products, differentiation becomes more important to brands. This new package is a way for food producers to bring distinctiveness to their brands through a low-cost, retrofittable solution,” said Manuel Calderon, product director at Tetra Pak.
Following a successful field test with Mengniu, a leading dairy producer in China, the new package will now be launched worldwide.
“We appreciate cost efficient solutions such as the retroffitable solution of Tetra Brik Aseptic Crystal,“ said Zhao Xingji, head of brand management at Mengniu Dairy. “It provides us a simple way to support the upgrade of our dairy drinks products.”
Consumer research in both China and Pakistan found that the Tetra Brik Aseptic 250 Base Crystal performs strongly in package design, visual appeal and functionality. With an increased stiffness of the packaging material, the new package shape enables retailers to stack and distribute packages efficiently. In addition, it also has a robust environmental profile, with a higher paper content and increased renewability.
Tetra Brik Aseptic 250 Base Crystal is retrofittable on existing TBA/22 filling lines. The roll-out on new generation Tetra Pak A3/Speed lines will start in 2015, enabling any customer to introduce the new package.