Tetra Pak® Marketing Services are taking off around the globe, supporting growth and market success for food and beverage producers and brand owners. Participating customers work with us on a tailored, collaborative innovation journey using best-in-class tools and creative methods, and leveraging our industry expertise. This joint approach enables us to unlock richer insights into markets and consumer trends; identify mutual growth opportunities; and create new or improved products and solutions.
The innovation journey often starts at one of our five Customer Innovation Centres, currently up and running in Denton (USA), Dubai (UAE) and Singapore, with new centres planned for 2017 in Lund (Sweden) and Monte Mor (Brazil). Sessions typically cover scoping, business intelligence, ideation, branding, formulation testing, graphic design, real-time consumer testing and rapid prototyping, depending on the customer’s needs. Specialised pilot plant facilities nearby allow us to test ideas and bring product concepts to life.
In South America, for example, Tetra Pak collaborated with a leading dairy on both its branding and promotional strategy, helping them to create a compelling case for consumers to trust and believe in their products by focusing on the farmers and workers who bring them to the table.
Two other customers, one in Malaysia and the other in South Africa, brought a rich array of ideas back to their innovation pipeline for further evaluation.
“Having a packaging supplier like Tetra Pak that’s prepared to get involved in helping us win in the marketplace is a real advantage,” says Cathy Eve, Marketing Executive for Parmalat, South Africa. “The real value was in the way that the sessions were founded on facts and market data, with actual consumers giving us their feedback, plus examples from other countries.”
In Jordan, Khaled Kasih of Kasih Food Industries describes Marketing Services as an essential component of our end-to-end solutions, which enabled his company to bring a new, safe and nutritious children’s hummus to market. “Without the involvement of all the teams – from Tetra Pak® Marketing Services to processing, filling and secondary packaging – this project would never have happened,” he says. “They have helped us innovate together.”