Tetra Pak's Packaging Innovations

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Case Details:

Case Code : MKTG065
Case Length : 16 Pages
Period : 1956-2003
Pub Date : 2003
Teaching Note :Not Available
Organization : Tetra Pak Inc
Industry : Packaging
Countries : Sweden

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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"At Tetra Pak, innovation is the result of the total process of developing an idea into a product or a new way of working which adds value to the business."

- www.tetrapak.com.

"A good package should save more than it costs."¹

- Dr Rubin Rausing, Founder Tetra Pak.

A Company on an Award Winning Spree

On April 2, 2003, Tetra Pak Inc (Tetra Pak), the Sweden based liquid food packaging company, received the 'EAFA²(European Aluminium Foil Association) Foil Pack of 2002 Award' in the EAFA packaging trophy award ceremony, for its product 'Tetra Recart.' This innovative product was the world's first fully retortable³ carton system made for commercial use. EAFA's panel of judges regarded Tetra Recart as a 'significant advance in the packaging of retorted food products and one that could change the picture of this sector considerably.'⁴ Appreciating the innovative Tetra Recart, EAFA called it a 'groundbreaking and flexible' product since 'it saved significant space, weight and logistical costs throughout the whole packaging and retailing cycle.'

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1] 'Tetra Pak: Packaging Itself for the Customer,' www.domain-b.com, July 21, 2001.

2] Founded in 1974, the EAFA represents manufacturers of aluminium foil containers and specialized packaging converters and foil rollers based in Europe. EAFA carries out market research, encourages information sharing and promotes the interests of its members. The EAFA Packaging Trophy Award honors companies who bring out interesting and novel packages by making use of aluminium foil.

3] Retorting is a packaging technology which uses pouches/packs made of several layers. Packets filled with food material are sealed in a sterilized environment using high temperature. Food packed in this manner has a long shelf-life and retains its natural flavors.

4] 'Tetra Recart Wins EAFA Award & Makes Inroads for Retort,' http://pffc-online.com, April 02, 2003.


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