Tetra Pak Artistry launches as industry revitalizes brand appeal

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09 Apr 2018 --- Global food processing and packaging company, Tetra Pak, has launched a suite of new packaging material effects, known as Tetra Pak Artistry. Aimed at the food and beverage market, Tetra Artistry is claimed to offer brands more diversified ways to reinvent the feel and look of their product packaging and stand-out on the consumer shelf.

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Tetra Pak Artistry offers holographic,
metallic and natural-look effects

These effects help brands attract shoppers’ attention without the need for the manufacturer to switch to a new packaging format or invest in new equipment.

Charles Brand, Executive VP, Product Management and Commercial Operations at Tetra Pak said, “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 with no additional investment, making it a cost-effective solution to their needs.”

Tetra Pak Artistry will include:
•    Tetra Pak Reflect: to incorporate holographic effects onto the package
•    Tetra Pak Metallized: to create a metallic effect
•    Tetra Pak Craft: to give the package the natural look of bare paperboard with wood fibers

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Espresso Monster Coffee Can with
award-winning "Matt and Mirror" design

More offerings are in the pipeline, including Tetra Pak Sculpt, an embossed surface texture for an innovative consumer experience. The whole range of effects will be available for the majority of Tetra Pak package formats and offered to customers worldwide.

In increasingly competitive markets, food and beverage brands continue to explore ways to attract consumer attention through engaging visual designs. Ardagh Group recently celebrated the recognition of its world-first decoration technique, “Matte and Mirror Impact,” which contributed to the Espresso Monster Coffee Can, nabbing first place in the Decorative/Specialty category, at the Euro CanTech awards.

FoodIngredientsFirst spoke to the Monster team about the new technique which combines matte and glossy textures and how it appeals to customers and enhances branding.

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Wickley Prime soup carton

“Matte & Mirror Impact’ provides an appealing design option, especially for brands who want to create value through their packaging design. The new finishing helps customers to upgrade brand communication. The alternating matte and glossy areas allow specific design elements, such as logos, promotional messages or brand icons, to be easily and effectively highlighted. As a result, the outstanding can design attracts customers’ attention at the point of sale.”

Tetra Recart were present at Anuga FoodTec 2018, Cologne, to showcase their latest solutions in carton packaging. Wickedly Prime – the food brand of global e-commerce giants, Amazon, are currently using Recart’s innovative carton design for soup products. Amazon has taken advantage of the high-quality printing capabilities of the Tetra Recart to present a slick and simplified branding on their soup products.

Tetra Recart is part of Tetra Pak, which is itself a division of the Tetra Laval Group. Tetra Pak had net sales of US$11.4 billion in 2016 and operates in more than 175 countries.

By Joshua Poole