Tetra Pak 2015 Sustainability Report

Tetra Pak to launch ad-on-pack advertising to promote UHT milk in North Africa

By Jenny Eagle

- Last updated on GMT

Tetra Pak 2015 Sustainability Report

Related tags Tetra pak Milk Ultra-high-temperature processing

Tetra Pak will be reaching out to consumers through ad-on-pack and digital advertising and holding events for doctors and nutritionists, to promote the benefits of UHT milk in Morocco later this year.

The news was announced in Tetra Pak’s 2015 Sustainability Report highlighting its achievements in environmental performance, social responsibility and good governance over the past year. 

Long shelf life without preservatives

It said Tetra Pak Maghreb, in North Africa, started a campaign to raise awareness of the benefits of UHT milk in 2014 in response to consumers asking how it could have such a long shelf life without preservatives, and also to price increases that have put pressure on household budgets.

The first step was to engage the media, primarily through a roundtable conference led by the president of the Moroccan Nutritionists Association and then with a series of press releases and one-to-one interviews, now followed by the ad-on-pack and digital advertising this year.

Dennis Jönsson, president/CEO, Tetra Pak Group, said the firm is driving awareness through communication campaigns in various countries in cooperation with health and food authorities, the dairy industry and universities.

We use multiple channels, such as TV commercials, information in pharmacies and seminars, as well as schools and universities. With the increased penetration of social media, online communications have started to pay off​,” he said.

The messages focus on the health aspects of milk, the potential hazards associated with loose milk, and the benefits of processed and packaged milk. The main target group is women, as they are most often responsible for the household, cooking and caring for children​.

The sustainability report highlights loose milk has started to regain popularity in Turkey.

Loose milk is increasingly seen as healthy, and as a natural, organic product. Meanwhile UHT milk has been the subject of negative media coverage, linking it with the use of additives and even some serious health risks.

Tetra Pak Turkey and Caucasus

Tetra Pak Turkey and Caucasus has now launched an initiative to correct those misconceptions, by strengthening links with industry associations, supporting customer activities and promoting messages through digital and social media.

Recent activities include a roundtable for influential women and bloggers, spreading positive messages about UHT, a press visit to a dairy farm organized in partnership with customer ASÜD and it is putting out eight broadcasts by nutritionists on the Hurriyet digital TV channel.

The report also look at Egypt, where it claims 49% of the population earn between $2 and $8 a day.

This rapidly expanding demographic represents a significant market opportunity for our customers​,” added Jönsson.

In April 2015, Lactalis targeted this group with the launch of Teama, a white cheese sold in Tetra Brik Aseptic 125 packages – the fastest-growing package size in the Egyptian white cheese market​.

The new product offers an attractive combination of a healthy and nutritious product at a competitive price, and in a package tailored to reflect consumption habits: consumers in Egypt eat cheese throughout the day, mainly on the go​.”


Tetra Pak 2015 Sustainability Report highlights:

  • Tetra Rex Bio-based carton hit the shelves in January 2015 as the world’s first fully renewable package manufactured from materials derived from plants.
  • In June, the Tetra Pak E3 was launched, a filling machine that uses electron beams, rather than hydrogen peroxide, to sterilise packaging material.
  • The company has made good progress on implementing a global operational health and safety (OHS) management system. The target is to achieve OHSAS 18001 certification for all of Tetra Pak manufacturing sites by the end of 2016. So far 50% have been certified, which is up from 42% in 2013. 
  • Tetra Pak maintained its support of Dairy Hub projects in Bangladesh, Kenya, Nicaragua and Sri Lanka in 2014 and began a project in Senegal in 2015. During the past year, as a result of Dairy Hubs, progress has been made in Bangladesh, where the dairy farmers’ average net monthly income has reached $245, up from $70-90 in 2012.
  • Tetra Pak’s Food for Development team continued its support to governments and customers all over the world to implement school feeding programmes. In 2014, 66 million children, a record high number, received milk or other nutritious drinks in Tetra Pak packages in school. 
  • During the first quarter of 2015, Tetra Pak’s Deeper in the Pyramid (DiP) unit launched more than 20 products designed for the low income consumer segment in over 10 countries, while increasing the number of packages sold by 12%, compared to the same period last year.

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