The effects help brands attract shoppers’ attention without the need for the manufacturer to switch to a new packaging format or invest in new equipment.
Tetra Pak Artistry will include Tetra Pak Reflect, which can incorporate holographic effects onto the package; Tetra Pak Metallized, to create a metallic effect; and Tetra Pak Craft, which gives the package the natural look of bare paperboard with wood fibers.
Also planned in the near future is Tetra Pak Sculpt, which features an embossed surface texture.
A Tetra Pak spokesperson told DairyReporter some of the Tetra Pak Artistry portfolio is globally available across various packages, and some are starting deployment in spring 2018.
Tetra Pak Metallized is already widely available and in the past two years has been extended to cover many different packages.
Tetra Pak Reflect is currently being tested in some markets, and will start with limited deployment in second half of 2018.
Charles Brand, executive VP, product management and commercial operations at Tetra Pak said the company wants to provide its customers with something unique to help their brands ‘rise above the noise and reach the shopper.’
“The new suite of effects and expressions will help our customers enhance their brand at no additional investment, making it a cost-effective solution to their needs,” Brand said.
The new effects retain the same environmental credentials as the rest of the portfolio, the spokesperson said.
“Our packages have a high share of paperboard, a material made from wood fibers, a natural and renewable resource. Tetra Pak Craft has been developed with the possibility to combine a new board with other environmental features, such as using materials from renewable sources, to strengthen even more the environmental position of the packages.”