Tetra Pak launches aseptic bottle
- Tetra Evero aseptic carton bottles are now being tested out in the U.S. with brands like Gossner Foods, Kahlua Coffee Creamers, and Healthy Living dairy alternative beverages, according to a company statement.
- The 1-liter bottles have a rounded shape, with a one-step easy opening and 360-degree printable surface.
- The Tetra Evero aseptic bottle was launched in Europe six years ago, resulting in incremental growth for brands there. The U.S. market, conversely, has been less receptive to shelf stable dairy products that commonly use aseptic packaging.
A novel shape and a 360-degree printable label should be enough to make a product stand out on a shelf. Combine that updated design with a shelf stability claim and consumers are sure to take note. The question is if they’ll also take the product home with them.
Tetra Evero’s aseptic carton bottles are commonplace in Europe, where many people and supermarkets alike don’t have the kind of refrigeration space enjoyed in the U.S. Many American consumers don’t have a reason to switch to shelf-stable dairy, so it has been slower to catch on here.
The aseptic bottles will most commonly be used for dairy products, like milk and creamer. However, the rounded bottles are now getting new interest from outside categories. High Brew's cold brew coffee will be available in the new packaging early next year, the company says.
This particular type of bottle and processing method is distinct in that it offers a number of benefits to the consumer. First and primarily, the shelf life of the product is extended. In addition, because of the way the beverage is processed, hygiene and food safety is enhanced by eliminating the need for refrigeration. They’re also easy to handle, resealable and shock-resistant.
The aseptic bottles are made mainly of renewable resources and wood pulp from responsibly-managed forests. This is a nice way to show the company’s interest in the environment and sustainability, but it can fall flat when it comes to recycling the bottle itself. As the packaging combines different materials, some recycling centers do not have the capacity to break down the bottle. The result is that the eco-friendly package may be tossed in the trash.
While the cost of the packaging itself may be reduced compared to other traditional formats, the investment in an aseptic line is fairly significant. It may take a significant amount of time for the upfront cost to be balanced out by savings down the road.
The average consumer is likely unaware of what an aseptic bottle specifically is, but that doesn’t mean he won’t be attracted to its new design. Consumers in the Southeast may be even more inclined to learn about the benefits of this kind of packaging, since this year's active hurricane season may have impacted their access to refrigeration.