Tetra Pak packaging co. debuts new products
Sweden-based Tetra Pak, Inc., a multinational food processing and packaging company, has unveiled three new closures designed to expand its reach further in the global beverage market, reports Food Ingredients First
“Tetra Pak is committed to bringing the widest possible choice of packaging solutions to beverage producers,” Charles Brand, vice president of marketing and product management, said in a release. “DreamCap, LightCap and HeliCap provide a range of new options to help meet industry demands – including reduced cost, enhanced consumer functionality and improved environmental performance – and the flexibility producers need to thrive in a dynamic market.”
With U.S. headquarters in Vernon Hills, Ill., Tetra Pak provides food processing and packaging solutions to more than 170 countries.
Speaking with WinmoEdge, a Tetra Pak
representative speaking on background shared additional insights about these new caps, and the company’s strategy for reaching both B-to-B and consumer audiences.
WinmoEdge: How much potential does Tetra Pak see to expand its already large footprint with these three new closures?
Tetra Pak: We see tremendous potential for success because our new advanced designs are diverse enough to meet a wide variety of consumer needs for both the drink-at-home market and the on-the-go market. These products have the advantage of being not only innovative and modern in design, but offering the most comfortable carton drinking experience.
WinmoEdge: What types of audiences is Tetra Pak hoping to reach with these caps?
Tetra Pak: The consumer remains at the heart of all we do at Tetra Pak. And with these innovative closures, we are meeting the needs of consumers who seek a comfortable carton drinking experience and one-step, taper-proof easy openings.
WinmoEdge: What are the company’s marketing and branding goals for promoting these new closures to its intended B-to-B audiences?
Tetra Pak: These new closures underscore our company’s leadership around innovation in the food and beverage categories and showcasing this strength is part of our marketing objectives. We see innovation as a key driver to our success and take a forward thinking approach to global trends and consumer and market needs.
WinmoEdge: What are the primary types of media that Tetra Pak uses to promote its different product lines?
Tetra Pak: We recognize the importance of all media to reach our audiences and actively engage in all varieties of communications channels. Social media and other innovative online mediums are especially important because we believe they align with our own cutting-edge and inventive corporate profile.
As a global company, we take different approaches to our tactics depending on the global or regional scope of the campaigns. While individual markets take different approaches to their marketing and communications strategies and tactics at a local level, each ensures we ladder up to an underlying core business objective for the company. In North America, we are about to launch a trade advertising campaign focusing on our newest food packaging called Tetra Recart, as well as participating in the Natural Products Expo West trade show (Anaheim, Calif.) in March.
At the global level, the company is executing a global trade campaign that reinforces our positioning and our motto, “Protects What’s Good.”
WinmoEdge: How important are industry conferences and trade shows in Tetra Pak’s marketing as a way to get right in front of customers?
Tetra Pak: Conferences and trades shows provide critical touch points with customers and are integral to our global marketing program. Increasingly, we seek opportunities to be visible beyond just industry shows and to contribute our expertise to forums that address broader issues like sustainability and food safety.
The number of events we do each year varies. This year, for example, we are participating in the 6th Annual Sustainability Packaging Exposition
(Rogers, Ark.) this April. We also participate at several sustainability, packaging and food themed conferences throughout the year, where Tetra Pak executives participate in panel or plenary sessions, or through sponsorships.
WinmoEdge: What are Tetra Pak’s core audiences? Will the new caps help the company reach its new customers, too?
Tetra Pak: Our focus should always be our customers and the value we can bring to them with our products, being packages or processing equipment, but also with our technical service area as well as marketing and product development. Our new closures will have appeal to existing customer brands as well as new customers.
WinmoEdge: Are strategic partnerships and other types of co-branding initiatives playing a role in Tetra Pak’s marketing strategy?
Tetra Pak: Relationship building and strategic partnerships have been vital to our success. We believe no other packaging manufacturer works with customers and others, like NGOs (non-governmental organizations) the way we do. We pursue initiatives that help us raise the profile of cartons as the preferred container of choice and help extend awareness of our environmental leadership and innovative technology.
WinmoEdge: Does Tetra Pak work with any external marketing agencies to help with its promotional efforts?
Tetra Pak: We work collaboratively with a number of external agencies in addition to our talented internal team. Different from other packaging companies, we have both a marketing and a communications team in-house.
helps Tetra Pak with its public relations efforts, according to the company.
The Nielsen Company reported that Tetra Pak allocated $208,000 to measured media in 2009, with about $150,000 going towards B-to-B initiatives and about $55,000 going towards Internet ads.
Tetra Pak, Inc.
101 Corporate Woods Parkway
Vernon Hills, IL 60061
Vice President, Marketing & Product Management
President & Chief Executive Officer