- Tetra Pak launched a new packaging style for dairy, liquid and juice called the Tetra Classic Aseptic 65 ml Cube. The package's dimensions allow for six packages to form a cube, which optimizes space for transport and storage.
- The new packaging allows manufacturers to reduce the quantity of secondary packaging used, which leads to approximately 40% less space required to transport the same amount of products. The company said in a release that the new design will allow the packaging to be available "at an affordable price."
- The new product design is now widely available. It has been used since December 2018 for a customer in Southeast Asia who was selling coconut milk.
Although this particular packaging is intended for liquids, the company has recently released other innovative options, including printable, jazzed up cartons that features holographics and embossed surfaces called Tetra Pak Artistry as well as its Tetra Evero aseptic carton bottles that are made mainly out of renewable resources and wood pulp from responsibly-managed forests.
With the deep intersection of consumer demand for sustainability and premium packaging, Tetra Pak is wise to straddle both with its new packaging options. It’s no wonder Tetra Pak released an option that requires less secondary packaging and takes less space to transport. With many CPG companies raising prices to offset higher shipping costs and trucker shortages, this innovation could allow companies to get much more product to market with fewer shipments.
Taking up less space with also have its benefits on grocery shelves, which can be pay to play. Especially for manufacturers with valuable endcap space or a spot on the central shelf, being able to stack more packages in one place can potentially lead to higher profits — especially if the packaging catches customers' eyes.
A potential show stopper here is the fact that this packaging, intended for use with dairy, is paper-based. Designing eco-friendly packaging that can keep products fresh and endure temperature changes can be a challenge for manufacturers. Recyclable materials also tend to be less effective in maintaining freshness, since packaging companies say plastic can have a tighter seal and keep out air better than other materials. But if it doesn’t change the taste of a product, this packaging may catch on.
Research by Tetra Pak has shown shoppers spend only 27 seconds on average using product packaging to decide whether to buy something. But those seconds matter. Revamping packaging is a common strategy for manufacturers to draw new attention to their products.
And if Tetra Pak combines this cube technology with its new capabilities in package design printing, the company could create some truly innovative packaging. After all, a recent study found that 53% of shoppers are drawn to bright, pleasant colors in product packaging, which can influence their decision more than the product itself. Tetra Pak seems to be aware of this and will likely continue to work to convey high-quality, sustainable intentions through its packaging in hopes of resonating with consumers and suppliers.