New Tetra Pak carton blazes Russian trail with Coca-Cola brand

05-Dec-2012 - Last updated on 06-Dec-2012 at 11:54 GMT

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Tetra Pak and Coca-Cola Hellenic announced today that they have partnered to deploy the packaging company's new Tetra Gemina Aseptic (TGA) Leaf carton for the first time worldwide, for the beverage giant's Dobry juice range in Russia.

Pierre Philippenko, MD of Coca-Cola's Russian unit, Multon, said: "Russians like and value innovation. I'm confident that Dobry consumers will like Dobry juice in this new and more convenient package."

Tetra Pak said that research conducted in Russia and Spain in 2012 showed that consumers rated the TGA Leaf higher in visual appeal, environmental performance and functionality (ease of opening, pouring, reclosure) compared to other packages.

The carton can be produced on the Tetra Pak A3/Flex for TGA packaging machine, and customers have a choice of three different shapes (TGA Square, TGA Crystal, TGA Leaf) and four different carton sizes: 500ml, 750ml, 1000ml, 1500ml; 1000ml only for Crystal and Leaf shapes.

Deep market insight

Charles Brand, Tetra Pak vice president, marketing and product management, said: "The TGA Leaf is an example of how our deep market insight, continuous innovation and collaboration with customers leads to the development of packaging solutions that meet both customer and consumer needs."

Part of the Tetra Gemina Aseptic stable of products, the TGA Leaf uses the TGA Square package (with what Tetra Pak claims is a unique gable top) that is designed to achieve the best possible product flow and an elegant appearance.

"TGA Leaf maintains these key attributes, while the shape of the package body is new, with the addition of four leaf-shaped panels. It comes in a 1000ml package size, designed predominantly for use in the home."

Using the recently launched HeliCap 27 also provides the TGA Leaf with a larger net pouring area, Tetra Pak said, for higher liquid flow and a smooth overall pouring performance for consumers.

Irregular and large knurls for an improved grip also provided customers with added convenience, the company added.

Trailed at Anuga FoodTec

Tetra Pak's broader Tetra Gemini Aseptic Range was launched in 2005, but the company trailed the launch of two new shapes, 'Crystal' and 'Leaf' at Anuga FoodTec in March.

Michael Grosse, Tetra Pak executive vice president of development and service operations told journalists during a press conference held at the show: "We call it 'TGA new shapes, Crystal and Leaf'.

"When we looked into the performance of this and researched consumers in both juice and dairy across Europe and Russia, consumer ratings from 1-5 show the attractiveness of the package.

"I truly think it adds functionality to what we have already in Tetra Gemini (with excellent pouring), with a new shape that adds functionality for the consumer to hold the package, and at the same time it adds a new appeal and a fresh look."