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Tetra Pak unveils 'first aseptic carton bottle'

27 May 2011

The Swedish dairy packaging manufacturer has launched 'the world's first aseptic carton bottle for milk', which it says boasts exceptional cost and environmental advantages

"We think there is a good opportunity for this type of product to do well,'' said Charles Brand, Tetra Pak's vice president of marketing and product management. "It's a unique packaging concept that brings benefits to producers, retailers and consumers.''

The secret to the new product, according to Tetra Pak, is it combines the easy handling and pouring of a bottle with the environmental and cost advantages of a carton. "Tetra Evero Aseptic is a new carton shape that delivers ease of use, high impact branding and cost effectiveness," said Brand.

With respect to how the concept came about in terms of consumer demand, Brand said: "We're very disciplined in the way we collect market data, package data and package trend data, which has all provided us with much insight. It's also shown us one size does not fit all, unfortunately.''

According to Tetra Pak, Tetra Evero Aseptic is initially aimed at the ambient white milk market, including non-oxygen sensitive milk enriched with calcium, proteins, fibres, vitamins A and D and some minerals. It says this will soon expand to cover a range of beverages, including flavoured milk, cream and oxygen sensitive milk, such as Omega 3, Iron, Zinc, and Vitamin C.

The new packaging solution has four key attributes, says Tetra Pak. These include functionality, customer system cost, environment, and innovative technologies.

With respect to functionality, the company says Tetra Evero Aseptic brings convenience and added confidence to consumers "with the world's first one-step opening with a two-step safety feature". The carton has an ergonomic cylindrical shape with flat side-panels means it's easier for big and small hands to hold.

As for customer system cost, The Tetra Pak A6 iLine for Tetra Evero Aseptic is said to bring dairy producers a cost effective and efficient packaging solution for ambient white milk in a bottle. In fact, Tetra Pak A6 iLine, with a capacity of 10,000 packs/hour, is said to take up to 50% less space and requires 30% less investment than other aseptic bottling lines.

The environmental advantages is another attribute, says Tetra Pak, as the Tetra Evero Aseptic is said to combine the easy handling and pouring of a bottle with the environmental advantages of a carton. It is recyclable and made from FSC-certified renewable paperboard.

Finally, innovative technologies, combined with market insight and processes, have driven the creation of the ''pioneering packaging system'', Tetra Pak says.

In a video interview, Pedro Astals, president and CEO of Corporación Alimentaria Peñasanta (CAPSA), Spain's largest dairy, gave a glowing review of the new concept. "For our most strategic project, we knew we had to have Tetra Evero Aseptic.

"This package expresses evolution, a very advanced step in comparison with today's packages. Tetra Evero Aseptic is the perfect match of a high value-added product with a highly developed package. To me this is doubtlessly a winner," said Astals.

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