Earlier today, Tetra Pak announced the worldwide launch of the Tetra Brik Aseptic 250 Base Crystal. The 250ml carton features two front-facing, crystal-shaped panels, which Tetra Pak claims will provide its customers with more graphic design possibilities and make their product stand out more on the shelf.
Speaking with DairyReporter.com, Manuel Calderon, product director at Tetra Pak, said that differentiation has become more important to brands as consumers have less time to choose from an increasingly wide range of products.
“Product differentiation has become a key competitive strategy worldwide,” said Calderon.
“Customers are looking for package differentiation on the supermarket shelf, refreshing existing design as well as new graphic design opportunities."
“Tetra Brik Aseptic 250 Base Crystal is intended for large brand owners around the world, who are interested in developing the ambient markets," he said. "We are also aiming at customers already operating in the Tetra Brik Aseptic 250 Base business."
"Successful field test"
The carton was developed after three years and five consumer research studies, said Calderon. In October 2011, a study was conducted in China to determine consumer preference among several prototypes.
“The package coming with two front crystal-shaped panels resulted as the preferred solution among five crease options and three shapes,” said Calderon.
Field testing of this preferred option – the Tetra Brik Aseptic 250 Base Crystal – by Chinese dairy giant Mengniu then began in September 2013. According to Calderon, “consumers’ preference was again confirmed versus existing offerings and the main customer competitor in the segment.”
Zhao Xingki, head of brand management at Mengniu, said that the carton has provided the company with "a simple way to support the upgrade of our dairy drinks products."
Following this “successful field test” Tetra Pak has decided to launch the Tetra Brik Aseptic 250 Base Crystal worldwide.
“The carton is already available in China but we expect further roll out in the Asian market, the Greater Middle East, the Americas, then across the globe of course," said Calderon.
The Tetra Brik Aseptic 250 Base Crystal is "retrofittable" on Tetra Pak’s existing TBA/22 filling lines.
Mengniu was chosen to field test the Tetra Brik Aseptic 250 Base Crystal carton as China boasts the largest number of installed TBA/22 machines.
The carton will also be compatible with the Tetra Pak A3/Speed filling line, which is scheduled for launch in 2015.