Tetra Pak is bringing out a line of packaging material designs called Tetra Pak Artistry to help food and beverage makers jazz up the look and feel of their products and stand out from competitors, the company said in a release.
The lineup includes Reflect, which can incorporate holographic images into a package; Metallized, to give a metallic effect; and Craft, which resembles paperboard with wood fibers. Another design called Sculpt is also in the works, and will have an embossed surface texture. None of these new package designs require manufacturers to change formats or buy new equipment, Tetra Pak noted.
"In a world where almost everything needs to be 'personalizable,' we want to provide 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," Charles Brand, executive vice president of product management and commercial operations, said in a release.
As health-conscious consumers increasingly demand product transparency and authentic, premium food experiences, the bar has been raised for food and beverage packaging. And as manufacturers race to differentiate themselves in crowded categories, stylish, eye-catching exteriors are crucial for capturing consumer interest.
A recent study found that 53% of shoppers are drawn to bright, pleasant colors in product packaging, while 33% of them more often ignore an item when they don't care for the label. A product's appearance may also influence consumers as much, or more, than the actual contents. Tetra Pak is undoubtedly well aware that an attractive, easy-to-handle package can indicate a higher-quality product inside, and, by extension, convey positive qualities to the maker of that food or beverage.
Revamping packaging is a common strategy for manufacturers to draw new attention to their products. Coca-Cola's Diet Coke brand and its Fanta brand's spiral bottle have recently hit shelves, Ferrero's Nutella created a limited-edition of collectible jars in a variety of eye-catching colors, shapes and patterns. AB InBev's Budweiser did a second release last summer of patriotic packaging to help raise funds for military families.
Sometimes all that's needed to reinvigorate a stale look and boost consumer appeal is a new container with a new design, and Tetra Pak is counting on that with its latest design lineup. A crop of new containers will likely appear both online and in the supermarket in the near future.