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Finnish dairy Valio ‘wanted something new’: Tetra Pak

By Mark Astley+

17-Mar-2014
Last updated the 17-Mar-2014 at 15:58 GMT

Finnish dairy giant Valio has adopted Tetra Pak's Tetra Brik Aseptic Edge carton in the hope of revitalizing three established dairy brands.

Packaging supplier Tetra Pak announced earlier today that Valio, Finland’s largest dairy manufacturer, has transitioned to the Tetra Brik Aseptic Edge carton for its ProFeel protein drink range, its Crea flavored cooking cream products, and Onni baby food brand.

The products, repackaged in 200ml and 250ml cartons, will be marketed in Finland, Sweden, Russia, and the Baltic States.

In a statement, Tetra Pak said it was “very pleased to have supported Valio with this launch.”

Speaking with DairyReporter.com, Zoe Ngobeni, product and technology PR manager at Tetra Pak, said that the Tetra Brik Aseptic Edge carton met Valio's demand for “something new.”

“Valio sought a new package which delivered enhanced functionality for a number of products within their dairy portfolio,” she said.

“With its sloping top creating the space for a larger cap, liquid is able to flow more smoothly, making it really easy for consumers to drink or pour from the Tetra Brik Aseptic Edge portion packs.”

Commenting on the company's move, Tuomas Salusjӓrvi, vice president of Valio’s beverage business unit said: “We are always looking to enhance our customer’s experience and the new Tetra Brik Aseptic Edge does exactly that."

"It is amazing to see the difference brought by a simple improvement," he added.

On-the-go consumption

Since its launch in 2012, the Tetra Brik Aseptic Edge carton has been picked up dairies around the world, including Galactika (Russia), Sterilgarda (Italy), Gloria (Peru), Parle Agro (India), Alpina (Colombia), and Inza Danone (Belgium).

Now adopted by Valio, the carton has entered Finland, which boasts the second highest per capita liquid dairy product consumption rate.

Consumer demand for smaller, on-the-go packaged drinks has been on the rise for a number of years.

Packaging options such as the Tetra Brik Aseptic Edge carton provide brands like Valio with the ability to meet this demand, Tetra Pak claimed.

“One of the biggest challenges to the food industry is recent years has been the growth of on-the-go consumption, with busy consumers demand a ‘right here, right now’ service from their shopping experience,” said Ngobeni.

“People are spending more time out. This carton answers that need for on-the-go consumption,” she said.

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