"This new carton shape delivers ease of use, high impact branding and cost effectiveness," says Charles Brand, Tetra Pak VP of marketing and product management. "This is a unique packaging concept that brings benefits to producers, retailers and consumers."
Rae McGraw, marketing director southern Africa, environment cluster leader at the company, says, "It is initially aimed at the ambient white milk market, including non-oxygen sensitive milk enriched with calcium, proteins, fibres (inulin), vitamins A and D and some minerals. It will soon expand to cover a wide range of beverages, including flavoured milk, cream and oxygen sensitive milk, such as Omega 3, Iron, Zink, and Vitamin C."
"For our most strategic project, we knew we had to have this carton," says Pedro Astals, president and CEO of Corporación Alimentaria Peñasanta (CAPSA), Spain's largest dairy. He explained that the dairy chose the carton for its move into the value-added ambient dairy segment.
"This package is an advanced step, in comparison with today's packages. It is the perfect match of a high value-added product with a highly developed package. To me this is doubtlessly a winner," he adds.
Another European dairy, Weihenstephan, one of Germany's largest traditional dairies, plans to introduce the carton from the end of May 2011 to a select number of retail outlets in its first market test of the package.
It brings convenience and added confidence to consumers, with the world's first one step opening with a two step safety feature. An ergonomic cylindrical shape, with flat side panels, means it's easier for big and small hands to hold. The shape also provides the ideal angle for better pouring than other bottles, according to independent consumer research conducted in several European markets.
The new carton bottle grabs attention, providing maximum branding impact, with printing possible across the whole surface of the package.
There are two distribution solutions - an open cardboard tray and film-shrink with a handle. It keeps milk for up to six months.
It brings dairy producers a cost effective and efficient packaging solution for ambient white milk in a bottle. The A6 iLine, with a capacity of 10 000 packs/hour, takes up to 50% less space and requires 30% less investment than other aseptic bottling lines. It also offers 25% lower operating costs and requires half the electricity consumption than other aseptic bottling lines.
The carton combines 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.
Michael Grosse, executive VP, development and engineering, says, "The company has committed its industry leading engineering resources and market insight to develop the carton and the filling line. It has led to a unique packaging solution that delivers value to our customers and the consumers that buy their products, with functionality, cost and environmental performance not seen in a bottle form."
The Tetra Pak A6 iLine will first be available in Europe and South America.
