New aseptic packaging innovations deliver numerous 'extras'

Tetra Pak, the world leader in food processing and packaging solutions, has unveiled six new packaging designs at Anuga FoodTec 2012.

These latest additions to the Tetra Pak portfolio include two new portion packs based on the highly successful Tetra Brik Aseptic Edge design and a tear-off opening for on-the-go convenience to its Tetra Top Carton Shot range. At the end of the year, the company will also extend the Tetra Rex line with a new droplet package design as well as the Tetra Gemina Aseptic range with two new profiles.

Speaking at Anuga FoodTec, Tetra Pak vp, marketing & product management, Charles Brand said: "These six products are highly distinctive with functional new designs and are the result of our long-standing commitment to innovation and design excellence. We are confident these products will be enthusiastically received by our customers and will raise the bar even higher in terms of functionality and differentiation."

"Right here, right now"

One of the biggest challenges to the food industry in recent years has been the growth of on-the-go consumption, with busy consumers demanding a "right here, right now" service from their shopping experience. Consumers are increasingly looking for a stress-free option and the new Tetra Brik Aseptic Edge portion packs deliver just that: a convenient product for consumers and a flexible solution for customers.

Building on the success of the award-winning Tetra Brik Aseptic 1000 ml Edge, the new Tetra Brik Aseptic 200 & 250 ml Edge packages provide the flexibility to consume on-the-go whilst also catering for the increasing number of single-person households. With a large sloping top and contoured side panels, the Tetra Brik Aseptic Edge portion packs deliver additional branding opportunities for customers and enhanced handling for consumers. Sold with either Helicap 23 (which is the largest screwcap for 200 and 250 ml ambient dairy carton packages) or a straw, the consumer will enjoy an excellent pouring and drinking experience.

From 2013, Tetra Pak's customers will also benefit from increased production flexibility. The new Tetra Pak A3/CompactFlex iLine, which delivers 150 packages per min, will produce four products on one line—the Tetra Brik Aseptic 200 ml Edge with straw or Helicap 23 and the Tetra Brik Aseptic 250 ml Edge with straw or Helicap 23.

In addition, the Tetra Brik Aseptic Edge portion packages deliver significant logistical benefits. The pack shapes allow up to 99 percent utilization of the Euro pallet to reduce the distribution costs and CO₂ emissions associated with transportation. Products also have a variety of efficient stackability options in-store.

The Tetra Brik Aseptic 200 ml Edge with straw is now available globally, while the Tetra Brik Aseptic 200 ml Edge with Helicap 23 is due for release in 2Q2012.

"Surprise me, delight me"

Expectations are constantly rising as consumers look for that "extra" experience from every purchase through a combination of outstanding looks and excellent functionality. Several of the new designs being introduced by Tetra Pak at Anuga FoodTec have been designed with just that aim in mind.

Tetra Rex Pearl is a brand new package designed for premium milk and juice. It delivers improved branding possibilities and a differentiated offer for retailers. Due for launch in 1Q2013, Tetra Rex Pearl moves away from the faceted shapes traditionally associated with cartons to a more curvaceous simplistic shape. The curved, droplet-shaped keyline creates an impactful side profile and defines the overall new look. In addition, the absence of a front horizontal crease line creates one large front panel which not only opens up new branding possibilities, but also affords the space for a large, premium-looking closure.

But it is not all about the look. To enhance the consumer's experience, Tetra Rex Pearl also features the recently launched TwistCap OSO 34 (One Step Opening) closure, a large one-step opening that can be applied on a standard gable top package (70x70) without changing the configuration of the package. With higher ridges that are widely spaced for a better grip and an inner lip on the neck, the closure allows consumers to pour the product easily and reseal the package safely.

Besides broadening the Tetra Rex Family, Tetra Pak is extending the Tetra Gemina Aseptic range, with two new shapes—Leaf and Crystal—available from the end of this year. Tetra Gemina Aseptic Leaf and Crystal use the Tetra Pak A3/Flex platform, along with the Tetra Gemina Aseptic Square, allowing customers to benefit from shape, size and flexibility within the product family. The Tetra Pak A3/Flex platform for Tetra Gemina Aseptic offers the potential to produce three different shapes on the same machine and to switch between different shapes and sizes in the family, allowing customers to innovate rapidly in response to market demands.

Tetra Gemina Aseptic Crystal and Leaf combine strong visual appeal with the consumer functionality of the Tetra Gemina Aseptic Square shape. The original Tetra Gemina Aseptic Square is renowned for two qualities: its top, which gives the package a unique appearance, and the geometry of the slanted top, which achieves the best possible product flow. Tetra Gemina Aseptic 1000 Crystal maintains these two key attributes, but the shape of the package body is new and includes four new crystal-shaped panels. The result is an appealing and innovative design which will build differentiation on the crowded supermarket shelf.

Together these shapes bring exciting new possibilities for brand development and market segmentation—all within the same package family.

The new Tetra Gemina Aseptic 1000 Crystal and 1000 Leaf packages also offer consumers enhanced usability by incorporating the new HeliCap 27. HeliCap 27, built on the same technology as the HeliCap 23, is a new addition to the Helicap family.

It is consumer-friendly, with a large 27mm neck size which provides enhanced one-step functionality and a superior pouring experience for in-home consumption.

At the same time, the cap height and ridged design provides those consumers who have difficulty gripping with an improved experience. This resealable one-step closure provides better visibility for tamper evidence and a high quality image.

The enhanced functionality together with a lower overall customer system cost means that Helicap 27 provides an excellent opening for family cartons. It is also available on Tetra Prisma Aseptic Square, which has already been launched in Portugal and Italy, and the Tetra Brik Aseptic Square and Tetra Gemina Aseptic Square range which will be rolled out during 2Q2012. In March 2012, HeliCap on Tetra Prisma Aseptic Square was the first one-step opening to be recognized and approved as "easy to open" by the Swedish Rheumatism Assn.

Health consciousness

In recent years, consumers around the globe have become more conscious of their health needs. A growing demand for healthy products has been met by daily dose drinks, energy boosters and probiotics, a market which is expected to expand by 4 percent globally between 2011 and 2014.

To meet this demand, Tetra Pak is launching Lokka, a new opening option for the Tetra Top Carton Shot in a convenient 100ml package. Lokka is a new convenient tear-off opening which meets the demand for on-the-go consumption. Already available in Finland, Lokka can be applied to a range of products and delivers the convenience of a unique package at a competitive price. From an environmental perspective, the Tetra Top Carton Shot with Lokka opening offers the lowest CO₂ level in the market.

Tetra Top packages are filled in the Tetra Top TT/3 XH (Extended Hygiene) machine, which enables simultaneous filling of different products, while boasting a 150 package/min two-line filling capacity.

"We invest at least 4 percent of our turnover in development and engineering so it is really exciting when this investment materializes and delivers innovative products to customers and consumers," Charles Brand added.

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