zwak pack

VOLUME 6, NUMBER 2
WINTER 2004/2005
HORIZONS
A newsletter from Tetra Pak Canada
INSIDE
3
President’s Message
4
Big Step Forward
5
Tetra Pak’s First
Microwaveable Package
6
First Organic Milk Brand
Launched in Canada
7
Kerry Group Building Aseptic
Capacity in North America
8
Tetra Recart
Takes Off
9
Lassonde Adds Mixers to the Mix
10
Grow Your Business
11
McCain Introduces “Zwak”
12
Leapfrog Promotion Causes
Jump in Sales
13
New Motto Increases Sales in Italy
14
Four More Wines in
Tetra Prisma Packages
15
Health has Never Tasted So Good
16
Marketing Frontiers
17
Environment
20
Processing
22
Products
24
Last Word
President’sMESSAGE
Evelyn Watson, President and CEO
“Horizons”says it best
Dear Readers:
No doubt after picking up our latest issue of what used to be
called “Tetra News,” you have noted our publication has a new
name - “Horizons”. This new title emphasizes our intent to provide
you with news about our industry from a broad horizon, and a
view to opportunities in the future. These opportunities can be
captured by our offerings in both processing and packaging
systems, and by meeting changing consumer needs with
innovative solutions.
Another year has passed and, like every year that goes by,
companies are faced with both challenges and opportunities. The
trick to navigating these effectively is to predict and prepare for
them in advance. But some can prove as elusive as the weather. A
case in point was the inordinately cool summer we had in Canada,
which caused a slowdown in beverage retail sales across the board.
One of the biggest stories you will read about in this issue is
about an activity in Mexico and the US, namely the first two North
American launches of the Tetra Recart system. We believe this to
be a harbinger of similar developments coming soon in Canada.
Tetra Recart is a new packaging system for chunky food products
and ready meals.
We’re also pleased to having been granted permission from
Dairy Field magazine to run a story from their September issue
entitled “Degrees of Separation” about the key role centrifuges
play in the production scenario.
Our issue touches on a variety of new Canadian product
launches as well. Examples include A. Lassonde’s new Tropical
Oasis line of mixers for foodservice, Organic Meadow’s line of
organic milk products and McCain’s introduction of “Zwak” fruit
beverages. One opportunity we are predicting is a preference for
larger-than-usual sizes in single-serve. What’s alerted us to this
are the results from some consumer studies we’ve done that
have shown us Canadians are ready to embrace 330 ml and
375 ml volumes with considerable enthusiasm. Read the story
about this on page 16 to find out more, and keep your eyes
peeled for the appearance of some larger single-portion formats
in the not-too-distant future.
Further, there’s a rather surprising story, at least to some, from
India about L’Oreal, the cosmetics company, and the developments
Tetra Pak has made in addressing the needs of this industry.
We hope you enjoy our ongoing efforts to communicate with
you, most recently through this first edition of “Horizons.” We
certainly value all efforts made to communicate with us in return.
We’re always interested in what you have to say; it’s easy to reach
us anytime at [email protected].
Yours truly,
Evelyn Watson
President & CEO
Tetra Pak HORIZONS
3
LatestNEWS
Latest NEWS
Big
Step Forward
EARLIER IN THE YEAR, Tetra Pak made its latest assault on the
multi-serve segment with the release of TBA 1.89 and 2-Litre
cartons (for imperial and metric markets, respectively).
“The release of these packages will increase the competitiveness of Tetra Pak in the 2-litre range and especially in the
value segment,” said Tetra Pak Canada Carton Director Vesa
Tempakka. “This is one of the most important product
releases for Tetra Pak globally this year and is the result of
superb teamwork between the markets and our central R&D
organization in Europe.”
Tetra Brik Aseptic
packaging, now
larger than ever.
1.89L
4
Tetra Pak HORIZONS
Tetra Pak launches 1.89
and 2-Litre aseptic sizes
The packages are produced on the new Tetra Pak A/3 Flex
filling machine, which is size interchangeable using optional
volume kits. They also come with the new SlimCap closure, or
ReCap 3. The former is fully re-sealable, the latter is
re-closeable. “Between the two, consumers have shown a preference for the SlimCap closure,” said Tempakka. They also
appreciated the larger volume capacity of the package, its high
level of stiffness, and good pouring characteristics.”
LatestNEWS
Making Waves
in Finland
Tetra Pak’s First Microwaveable Package
TETRA PAK MADE ITS FIRST foray into the
world of the microwave public at the Anuga
FoodTec show in Cologne in April 2003.
Among the vast display of products exhibited
at that show was a small but significant minibooth offering visitors a taste of some gourmet
soups in 200 ml Tetra Wedge Aseptic
microwaveable packages.
“I remember it well,” said Tetra Pak Carton
Director Vesa Tempakka. “The microwaveable
Tetra Wedge Aseptic display created a lot
of interest.”
That’s because aseptic packaging is normally not
microwaveable because of the inside aluminum
barrier layer. In these packages, the aluminum has
been replaced by a high barrier polymer, so
microwaving them is now possible.
“The contents heated evenly and thoroughly,”
said Tempakka. “And the soups tasted great.”
The soups, it turned out, were part of a commercial test. The company behind them,
Puljonki Inc., has since launched a series of five
gourmet sauces in the same package for the
commercial market under the well known VIA
label. They came out in the spring and were for-
mulated by famous Finnish TV Chef and
personality Jyrki Sukula.
The products, which retail at a premium 3.5
euros, are sold through local supermarkets.
Restaurants are starting to use them too.
Flavours include: VIA Red Wine, VIA Red Thai
Curry, VIA Shrimp White Wine; VIA Chili Ginger
Wok, and VIA Gorgonzola. Puljonki is developing other TWA 200 Slim microwaveable sauce
applications as well.
Tetra Pak Customers Assist Disaster Victims
NUTRISOYA FOODS of Saint-Hyacinthe, Quebec, sent a full container load of
Natur-a soya products
reach victims in Haiti.
Natur-a soya beverages in 1-litre Tetra Pak cartons at the end of September
to hurricane victims in Haiti. “In light of the human tragedy caused by recent
natural disasters, we wanted to do our share in helping the Haitian population
overcome their current ordeal,” said Nutrisoya Foods President and CEO
Nick Feldman.
Meanwhile, Tetra Pak U.S. teamed up with NY-based East Side Entrées and
the U.S. Department of Agriculture (USDA) to provide nearly a half million
servings of fresh UHT milk to families devastated by Hurricanes Frances and
Charley in Florida. East Side Entrées provided the milk, Tetra Pak provided the
packaging, and the USDA provided surplus milk. “These efforts are great examples of how the private and public sector can work together to provide a needed
commodity to distress victims,” said Gary Davis, CEO, East Side Entrées.
Last summer on the other side of the world, food producers in Bangladesh
and India joined with Tetra Pak and NGOs to deliver emergency supplies to
victims of the July and August floodings. More than 500,000 cartons of UHT
milk, juice and oral rehydration solution (ORS) bolstered the two nations’
relief effort.
Tetra Pak HORIZONS
5
LatestNEWS
New line of
Organic Meadow
organic milk
products in TPA
cartons.
First National
ORGANIC MILK BRAND
Launched in Canada
ORGANIC MEADOW INC., of Guelph, Ontario, has been in the organic dairy business for over
seven years. The company, which is majority owned by OntarBio Organic Farmers’ Coop Inc.,
has 10 employees and 55 organic dairy products.
The newest of the newcomers to the company’s product portfolio is a line of two per cent
organic milks in Tetra Prisma Aseptic cartons: two per cent plain in the 1-litre size, and two
per cent plain, chocolate and strawberry in the 250 ml size.
“We are the only truly national brand for organic dairy products,” said Organic Meadow
General Manager Terry Ackerman. “This provides a great deal of attractiveness for both
investors and national retailers. In addition, we have 70 per cent share in Canada of the
organic dairy market, and have built this share strictly by word of mouth.”
Organic Meadow branded dairy products, everything from fresh milk, sour cream and
cheeses, to yogurt, butter, ice cream and now UHT milk, are sold in all the major food
chains across the country and in health food stores. “We’re still only at the launch stage with
our organic milk products in Tetra Pak packages, but we expect these to be in full swing by
the end of the first quarter of 2005,” Ackerman noted.
Organic Meadow has a policy of using fair trade ingredients in its products. The company’s ice cream is the first product of its kind in the world to contain them. Organic Meadow
chocolate milk in Tetra Prisma packages also uses fair trade cocao and sugar (fair trade
refers to a licensing mechanism that certifies that farmers producing coffee and other
products often in developing countries are
paid just prices for their crops; see
www.transfair.ca).
Organic Meadow organic milk is being
produced at the Kerry Group’s aseptic facilities in Sainte Claire, Quebec. “Working with
Tetra Pak has been excellent,” said Ackerman. “And we’re very proud of the fact that
our products are being packed at Kerry’s
state-of-the-art facility.”
ORGANIC
MILK
PROVES HEALTHIER THAN
CONVENTIONAL MILK
Recent research from the Danish Institute
of Agricultural Sciences demonstrates
clear differences between organic and
conventional milk.
The institute has tested the content of
antioxidants and vitamins in conventional
versus organic milk and the result shows that
organic milk, in nine out of ten tests, contains
significantly more natural E-vitamins than
conventional milk does.
Moreover the research gives proof that
the content of carotenoids is two to three
times higher in organic milk, which
affects the taste because the substance
contributes to the formation of a range
of aromatic components in the milk.
The difference in the milk is due to the fact
that organic cows are fed with grass and
leguminous plants, while conventional cow
feed is based on corn silage.
Sources: The Danish Institute of
Agricultural Sciences www.agrsci.dk/DARCOF - www.foejo.dk
Ackerman: “Working with
Tetra Pak has been excellent.”
6
Tetra Pak HORIZONS
LatestNEWS
A Surprise Hit
at MTV Europe Music Awards
BOTH ONSTAGE AND BACKSTAGE, the surprise hit at this year's MTV Europe
Music Awards was none other than the Tetra Prisma Aseptic package.
Thanks to negotiations between Tetra Pak Netherlands and MTV Netherlands,
a special metallic design was created for the Tetra Prisma Aseptic StreamCap
500ml carton. Quantities were then packed with water and distributed everywhere at the awards. “The cool design, excellent handling and convenience of
this package make it attractive to the youth market that MTV targets,” said
the man behind the idea, Tetra Pak Netherlands Business Development
Manager, Laurens Van De Vijver. Tetra Prisma packages will also be used on
the MTV channel in The Netherlands.
Kerry Group Building Aseptic Capacity in North America
IT WAS THE KERRY GROUP, a global food company with headquarters in
Ireland, that took over the operations of Agrinove Coopérative Agroalimentaire
when that company succumbed to bankruptcy protection in 2003. Rolly
Levasseur, the new General Manager, said this is the Kerry Group’s first
aseptic packaging installation in North America.
“The Kerry Group conducts business with Tetra Pak in Europe,” he said.
“The North American move is part of a strategic plan to provide co-packing
services, particularly in the low-acid segment although we can do high acid
as well, and to compete more aggressively in the foodservice category.”
The company employs close to 115 people and has an impressive battery
of aseptic filling equipment. The line-up includes fillers for TBA 1-litre
Square, TBA 1-litre Base, TBA 500 ml Slim, TPA 330 ml, TPA 250 ml, TBA
250 ml Base, and TCA 15 ml packages. “Most of the processing equipment
is from Tetra Pak as well,” Levasseur noted.
So far, the company is co-packing a lot of soya milk for Nutrisoya Foods.
In fact, Kerry Group fills over half of all the aseptically packaged soy
beverages in Canada. The company also packs Nestle Instant Breakfast,
nutritional products for Jamieson Labs, Kinetix weight loss beverage,
Organic Meadow organic milk, and a variety of beef and chicken broths
for Metro stores in Quebec together with other store brands in Canada.
“We’re definitely open for more co-packing business,” said Levasseur,
“and we’ve got some fairly aggressive growth plans for the coming year in
this area.”
The Kerry Group is also targeting opportunities in the foodservice segment.
Restaurants nowadays are looking for greater levels of portion control. “We’re
strong in a lot of restaurants with ready-to-mix powders, but ready-to-use
beverages and ingredients are a step beyond. We’re talking to a number of
customers about switching to Tetra Pak,” said Levasseur.
Kinetix weight
loss products,
co-packed by
Kerry Group.
Tetra Pak HORIZONS
7
LatestNEWS
Reinventing
the Canned Food Segment
New Retortable Carton from Tetra Pak Starting to Take Off in North America
TWO OF AMERICA’S FAVORITE CHILI brands
are showing consumers that it is indeed “hip to
be be square.” And a vegetable producer in
Mexico happens to be singing the same tune.
This past July, Hormel Foods Corporation of
Austin, Minnesota, launched an extensive line
of Hormel and Stagg Chili products in 400g
Tetra Recart carton packages. Around the same
time, Corfuerte S.A. of Los Mochis, Mexico,
launched a line of “Del Fuerte” vegetables in
the same package.
HORMEL
Tetra Recart carton packages can be used to pack
wet shelf-stable products,
such as chili and vegetables, with any size particles and a shelf life up to
24 months. Basically,
anything that can be
packed in a can is able
now to be packed in a carton. The main value
propositions of the Tetra Recart format are rectangular shape (for economic shipping and easy
storing), light weight, and no need for a can
opener. The packages have a perforated tear-off
top and, like other Tetra Pak cartons, can be
recycled into tissue products.
“Our consumer research showed a clear
preference for this new packaging concept,” said
Larry Vorpahl, Vice President and General Manager of Grocery Products, Hormel Foods. “The
Tetra Recart carton offers consumers a variety of
advantages, including portability, easy opening
and pouring, and convenient space-saving
stackability in kitchen cupboards. In addition, the
products are preservative-free. We are pleased to
be the first to offer such innovation in the category
with two of our key brands.”
DEL FUERTE
The launch in Mexico coincided with the inauguration of a new plant dedicated to processing
and packaging a wide variety of Del Fuerte
vegetables (potato cubes, chayote, pumpkin,
carrots, corn, peas and carrots, and fine pea)
into Tetra Recart packages. The line delivers
20,000 packs per hour and the operation has
created 500 new jobs.
“Corfuerte is proud to own one of the most
modern plants in the world to process and
package vegetables,” said the company’s CEO
Fernando Senderos. “This state-of-the-art
technology puts us at the head of our industrial
sector. Now our products combine the best
vegetables of our land with the most modern
package available for them.”
About Tetra Recart
Tetra Recart is a combined processing and carton-based packaging system for
in-container sterilization of food. Running at a speed of up to 24,000 packages
per hour, the production capacity of a Tetra Recart line is similar to that of
modern canning lines. It is however an unprecedented speed for carton-based
packaging systems.
The Tetra Recart system presents two major technical differentiating features:
1) The packaging material has a different structure from traditional carton
packages in order to withstand the rigours of the retorting process.
2) The package looks similar to existing carton packages but is produced differently with a new tear-off opening solution that is convenient for consumers.
The Tetra Recart package is designed to work with batch retorting systems.
These systems sterilize the package and content simultaneously using steam
and hot water. The product inside is usually heated to over 120°C during retorting
– a temperature required to render the contents commercially sterile.
8
Tetra Pak HORIZONS
LatestNEWS
Lassonde
Adds Mixers to the Mix
A. LASSONDE INC OF ROUGEMONT, Quebec, has rolled out a new line of five “Tropical Oasis”
fruit-based mixers for the foodservice trade. The products, packed in 1-litre Tetra Brik Aseptic
Square cartons with plastic ReCap closures, consist of premium quality fruit purée concentrate.
The products, which are distributed frozen, include Pina Colada, Margarita, Strawberry, Raspberry,
and Cappuccino flavours.
“In addition to being used for alcoholic beverages, our purées have two other uses as well,” noted
Lassonde Canadian Foodservice and Sales Director Jean-Marc Bastien. “They make excellent
smoothies, and excellent toppings for waffles and desserts, such as ice cream.”
Lassonde is targeting a wide range of foodservice venues, including hotels, restaurant chains, bars,
casinos, cafés, and bistros. The line was launched in early 2004 and sales have built steadily ever
TETRA RECART PACKAGE
Wins AmeriStar Award
The Tetra Recart container has won a 2004 AmeriStar Award, a competition that
honours the best packages of the year. The carton was one of 15 winners in the food
category chosen from more than 135 entrants in this years AmeriStar Package
Awards, sponsored by the Insitute of Packaging Professionals (IoPP).
The Tetra Recart package was chosen for its innovative qualities—stackable, light
weight, easy to open, economical to ship and store, and able to revitalize stagnant
market categories. The awards were presented at a ceremony that took place at
PACK EXPO International 2004 at Chicago’s McCormick Place in November.
Premium quality Tropical Oasis mixers can
also be used to make excellent smoothies
and dessert toppings.
since. “The quality of Tropical Oasis, thanks to its
high fruit content, separates it from most other
competing products,” said Bastien. “It is being
received very well, because foodservice operators
are constantly looking for new alternatives for their
drinks list and menu.”
In addition, the packages feature attractive colour
graphics, which sets them apart from the more institutional looking, single-colour designs on competing
products packed in plastic bottles or gable top cartons. “New, premium quality products like ours, and
especially ones that look premium as well, can help
increase the margins of the foodservice operators
who use them,” said Bastien.
Mixed tropical drinks are gaining share in foodservice compared to Bloody Mary and Bloody Ceasar
alternatives, Bastien explained. Oasis Tropical products, because of their excellent taste, are also a popular choice at parties and functions where alcohol is not
served. Restaurants are also offering these cocktails in
a smaller version, without alcohol, for kids.
When Tropical Oasis is used as a mix, four ounces
is combined with seven ounces of ice and one
ounce of liquor in a blender. When used in a
smoothie, the ounce of alcohol is replaced by an
extra ounce of mix. “Throwing in a half banana or
some diced pineapple will provide an added flavour
dimension,” said Bastien. “When used as a topping,
Tropical Oasis is used as it is.”
Other awards earned by the Tetra Recart carton include:
• European Aluminium Foil Association “Foil Pack of the Year” award in 2002.
• World Packaging Organization “World Star” award in 2003.
• Institute of Food Technologist “Industrial Achievement Award” in 2004.
• DuPont “Diamond Award--best of the best innovators in packaging” in 2004.
Tetra Pak HORIZONS
9
LatestNEWS
Opening up to
New Closures
THE KIND OF CLOSURE a package carries
can have a big impact on its success with
consumers. For premium products, Tetra
Pak is promoting two recently released closures that have a lot to offer. Both are screw
caps, but each has a different twist.
SlimCap
SlimCap is a completely resealable opening
that is based on PullTab technology. It consists of a screwcap and ringpull, both made
entirely from HDPE material. These sit on
top of a standard poly/foil PullTab opening
on the package. The PullTab is attached to
the ringpull, which opens the package
when removed. In addition, the opening has
a low profile, which ensures efficient space
utilization on the pallet and during storage.
This closure is available on TBA 1000ml
1500ml, 1890ml, and 2000ml packages.
GROW
YOUR BUSINESS
Tetra Pak Featured at Grocery Innovations Canada
Industry Exposition and Conference
THIS YEAR’S GIC CONFERENCE and trade show was held for the first time at the Toronto
Congress Centre near Pearson International Airport. This event is one of the main highlights on
the grocery industry annual calendar. It attracts over 6,500 distributors, independent retailers,
wholesalers, franchisees, drug and convenience stores, specialty, club and mass merchandisers.
The theme of the show this year was “Grow Your Business”. Along these lines, Tetra Pak’s
stand featured an extensive display of product applications in various categories, including
StreamCap
foodservice, juices nectars and still drinks, prepared foods, and chilled dairy and juice. In
addition, Tetra Pak set aside a large part of the booth for the new Tetra Recart system, which
StreamCap is a plastic screwcap applied to
the package by a cap applicator. When the
StreamCap is twisted, a cutting device on the
inside of the cap is gently pressed through
the packaging material to open the package.
It has a tamper-evidence ring at the base for
product security.
The StreamCap features extremely smooth
product flow. Also, it is easy to reclose completely after opening, allowing the package to
be stored on its side without leakage. Currently the StreamCap is available on TBA 500ml
and 1000ml packages.
10
Tetra Pak HORIZONS
is the world’s first retortable food carton. Tetra Pak imported recent samples of launches in
the US (Hormel and Stagg chili) and Mexico (Del Fuerte vegetables) in this new packaging
format for the benefit and interest of visitors.
“We were also pleased to feature our new motto ‘protects what’s good’ for the first time in
Canada in such a large industry forum,” said Tetra Pak President and CEO Evelyn Watson.
“That’s what Tetra Pak is all about, protecting everything that’s good, from food quality and
safety to cost savings and the environment.”
LatestNEWS
Too Good to Waste!
TETRA PAK WAS ONCE AGAIN one of four major
national sponsors for October’s annual Waste Reduction Week (October 18-24). Our sponsorship provided
a forum in which to work together in a positive and
friendly atmosphere with environmental groups from
across the country, while getting across the message
that Tetra Pak cartons are recyclable.
The public launch of this event in Ontario took place
on October 18 at Queen’s Park in Toronto. Ontario
Environment Minister Leona Dombrowsky attended,
together with sponsors, media, environmentalists, and
the general public. For more information, visit
www.wastereductionweek.com.
Riding Somewhere Meaningful
TETRA PAK WAS A PROUD sponsor of “Tour for Kids” cancer
fundraising campaign in August. Over 150 cyclists participated and, together with sponsors like Tetra Pak, raised over
$300,000. Monies will be used to send kids with cancer to one
of five extraordinary cancer summer camps in Ontario next
year. The opening rally occurred during the early morning of
August 12—a five-mile ride from the Toronto City Hall to the
Princes’ Gates at the entrance to grounds of the Canadian
National Exhibition. The five official rides that followed during the following four days ranged from 100 km to 238 km in
length.
For
more
information,
please
visit
www.tourforkids.com.
McCain Replacing Punch Line with “Zwak”
MCCAIN FOODS IS REPLACING its existing line of fruit beverages with six new
“Zwak” punches for kids that contain 25 per cent less sugar. Flavours include
berry, fruit, grape, orange, peach, and strawberry/kiwi.
The products were first introduced to the trade in November at the Grocery
Innovations Canada show in Toronto. The official launch is set for February
and will feature new brand positioning, reformulated product, TV and print ad
support, an interactive website with traffic generating promotions, in-store
sampling, and more.
Kai, Zoomi, and
Celeste are the
new "Zwak
Pack" trio at the
centre of
McCain’s new
world of Zwak!
LatestNEWS
Leapfrog Promotion Causes
Jump in Sales
The LeapFrog Quantum Pad is an interactive educational tool that helps children learn fundamental skills
and explore topics that interest them. It is made of
plastic and opens like a binder. The child inserts a
book, pops in the cartridge and is ready to go. By
touching the page with the interactive pen they can
bring learning to life. With more than 18 book titles, it
is easy to match one to a child’s interest and to help
them learn. LeapFrog's educational products have
received more than 100 honors from the most prestigious award programs in the industry including
Oppenheim Toy Portfolio, the Duracell Toy Test, Great
American Toy Test, CBS News, the Today Show, and
Toy Industry Association. In addition, Leapfrog has
earned top kudos from kids and parents alike.
12
Tetra Pak HORIZONS
FOR EIGHT WEEKS this past fall, The Coca Cola Company teamed up with
LeapFrog Enterprises Inc., makers of the popular electronic “LeapFrog”
learning resource for children, to promote sales of its Minute Maid® juices
and drinks in Tetra Pak cartons. “We’re very pleased with the results of
the ‘A Refreshing Way to Learn’ contest,” said Jon Domanko, Minute Maid
and Bibo Brand Manager, Coca-Cola Ltd., “During the promotion we
recorded a double digit lift in sales.”
The promotion was advertised on the outer packaging of Minute Maid
10-pack multi-units, as well as on point-of-purchase material. The
value-add to consumers was two-fold. Over $25,000 worth of LeapFrog
products – The Leapster, The LeapPad, The Quantum Pad, the Explorer
Globe and learning software/books – were available to be won instantly
upon purchase. Secondly, each outer package had a two-dollars-off
coupon towards the purchase of LeapFrog learning software. To
increase consumer awareness of the program LeapFrog and Coca-Cola
ran an eight-second contest promo tag on Leapster commercials that
ran during the contest period.
“LeapFrog and Minute Maid fit well together,” said Domanko. “Minute
Maid is all about bringing out the best in fruit, and helping mom’s bring
out the best in their families. Similarly, Leapfrog helps children develop
into their full potential by bringing out their best.”
There was also a built-in bonus for retailers. “In many grocery and mass
merchandise stores that carried both LeapFrog and Minute Maid products,
pallets of promotional product were placed near the electronics and toy
aisles,” Domanko explained. “This gave us a second location, in addition to
the traditional juice section, to display our product. The cross-couponing and
strategic location of the pallets helped the store manager sell not only more
Minute Maid beverages, but also more LeapFrog products as well.”
“The cross-couponing
and strategic location
of the pallets helped
the store manager sell
not only more Minute
Maid beverages, but
also more LeapFrog
products as well.”
LatestNEWS
FIRST YEAR A SUCCESS
for Subway Kids’ Combo Meals
A YEAR AGO this past September, the Subway
chain in Canada and the US began offering Kid’s
Combo meals containing Minute Maid juices for
the first time. The meals consist of a nutritious
deli-style sandwich, fruit snack, Minute Maid fruit
juice in a 200 ml Tetra Brik Aseptic carton, and a
toy. “We’re very happy with the results so far, and
with our alliance with the Subway organization,”
said Nick Sacco, Foodservice Manager of Minute
Maid Foodservice. “Subway has been a leader
with respect to promoting wholesome, nutritional
food choices, of which their products are an
example, and we see this as a good fit with the
philosophy behind the Minute Maid brand.”
Promoting healthy eating
choices for kids.
“The Subway and Minute Maid program is a
good example of two existing trends that are
having a positive effect on our business,” said
Tetra Pak Carton Director Vesa Tempakka. “The
first is growth of Tetra Pak packaged products in
the foodservice channel, and the second is the
continuing focus on healthier eating habits.”
New Motto
Builds Awareness and Sales in Italy
TETRA PAK ITALY, together with its customers,
used the new motto “protects what’s good” in a
nationwide campaign to increase awareness
and sales of products in Tetra Pak cartons in
that country.
The campaign, which ran between October
and the end of December, consisted of a national
contest that invited consumers to send in 10
“protects what’s good” logos cut from Tetra Pak
packages for a chance to win one of two Lancia
Ypsilon automobiles, and one of five week-long
vacations for two at a Viaggi del Ventaglio resort.
To date, 94 per cent of Tetra Pak’s Italian customers have added the “protects what’s good”
motto to their package designs.
The contest was promoted and described on
17.5 million postcards sent out by customers
(11 clients customized the cards with their own
branding), in-mall activities, press relations, and
three weeks of TV commercials on seven national
and three satellite channels. By mid-November,
the campaign had already generated over
150,000 entries.
“The aim of the campaign was to focus attention on the ‘protects what’s good’ motto printed
on customer packages,” Tetra Pak Italy Paulo
Nigro explained. “The circular symbol is always
printed in the same location on every pack, on
the upper flap, to create an immediate recognition by consumers. Our idea was to reproduce
the Intel concept—‘Intel Inside—Tetra Pak
Outside—turning our logo into a ‘seal’ that
guarantees the protection of the high quality
product inside. By doing this, we achieve several billion consumer contacts using the best
media possible—our packages!”
In-store campaign poster.
Campaign shelf hanger–to date, over 90 per cent
of Tetra Pak’s Italian customers carry the “protects
what’s good’ logo on their packages.
Tetra Pak HORIZONS
13
LatestNEWS
Four More Wines in
Tetra Prisma Packages
HAVING INTRODUCED the first sangria in Tetra Prisma
containers in early 2004, New York-based
Canandaigua Wine Company is now also the first to
offer varietal wines in this groundbreaking new package. There are four of them: Cabernet Sauvignon,
Chardonnay, Pinot Grigio, and Shiraz.
The stylish, convenient Tetra Prisma container from
Tetra Pak is shatterproof and features new screw cap
technology – called StreamCap – that is tamper
evident and allows the container to be resealed once
it has been opened. The unique package protects the
integrity of its sensitive contents, while making Vendange wines portable and easy to store.
Tetra Pak’s octagonal-shaped, 500 ml Tetra Prisma
is a conveniently-sized, lightweight, portable
container that holds three-plus glasses of wine and
fits perfectly into the fast-paced lifestyle of today’s
14
Tetra Pak HORIZONS
on-the-go consumer. Ideal for picnics – no
corkscrew is required – and anywhere that glass is
not allowed, the fun, stylish packages are easy to
share and make festive gifts.
“As a market leader in the wine industry it's very
exciting to leverage our strength by introducing
another Canandaigua Wine brand in a unique package to consumers in the U.S. market,” said Gary
Glass, Vice President of Marketing for Canandaigua
Wine Company. “Tetra Prisma is recognized worldwide as a high-end premium package and we're
proud to expand the presence of this package to
American wine consumers.”
Vendange, made in California, is one of North
America’s best selling wine brands. Each of the four
varietals is colour coded for easy recognition in
retailers nationwide.
Canandaigua Wine is a trendsetter in exciting
new ways to purchase wine. In April, 2004,
Canandaigua Wine rolled out the world's first wine
product packaged in the 500 ml Tetra Prisma container. Last year over 1.3 billion Tetra Pak wine
packages were sold worldwide.
“As leaders, Tetra Pak and Canandaigua Wine
have again joined together to further advance industry innovation,” said Jeff Kellar, Vice President of
Strategic Business Development for Tetra Pak Inc.
U.S. “With Vendange’s high-quality portfolio and
Tetra Pak’s packaging experience, we knew that we
could create exciting new possibilities for wine.”
“As a market
leader in the wine
industry it's very
exciting to leverage our strength
by introducing
another
Canandaigua
Wine brand in a
unique package”
LatestNEWS
So Good
Health Has Never Tasted
SOYAWORLD INC., a Canadian-based food
company specializing in soya products,
started in 1997, and has grown to the
point where it is operating its own aseptic processing and packaging plant in
Annicis Island, BC.
Since 1997, Soyaworld has been busy
packing and selling a number of healthy
soya drinks in Canada under the “So
Good” brand in Tetra Brik Aseptic and
Tetra Rex gable top cartons. The company is owned by Sanitarium Health Foods,
which markets the So Good brand in
other countries as well, including New
Zealand, Australia, South Africa, and
UK. Most recently, the company added
the 250 ml Tetra Prisma system to its
roster for a line of three chocolate, strawberry and vanilla So Good beverages.
The company is using the slogan “Health
has never tasted so good” as the positioning statement for its products.
“The quarter-litre Tetra Prisma package is quite exciting for us,” said So Good
Marketing Manager Daniel Derrick.
“Kids love the taste of So Good soya
drinks, and the Tetra Prisma package
provides it to them in a size they prefer,
and in a package they feel good about
being seen drinking from. Further, moms
know about the nutritional benefits of
soya, so it pleases everybody.”
So Good beverages in 250 ml Tetra Prisma packs are being sold in units of three
at retail and health food outlets across
Canada, and as single packs in the foodservice channel. “Foodservice is an important market for us,” said Derrick. “With
the trend to providing more nutritious
food choices in schools and universities,
this area, in particular, is starting to show
a lot of promise for us. A long nine-month
non-refrigerated shelf life provides benefits to foodservice operators, and allows
parents to stock up supplies for the school
term at home.”
Soyaworld also packs fat free original
and vanilla flavoured soya beverages in
1-litre Tetra Brik Aseptic cartons with
ReCap closures and 1.89-litre Tetra Rex
gable top packages. The company has
come out with two additional products of
late, original and vanilla flavoured Omega
3 and Omega 6 varieties. “Ours have the
right mix of the two,” said Derrick. “Two
parts of Omega 6 to one part of Omega 3.
We’re proud of the fact our products taste
as good as they do, while providing particularly good heart health benefits.”
Sold in threes at retail, and
individually through foodservice outlets.
Tetra Pak HORIZONS
15
LatestNEWSFRONTIERS
Marketing
Teens Attracted to Larger
Single-serve Sizes
by Ozzie Zatka
THE JUICES/STILL DRINK/NECTAR category is a dynamic one and 2004
From the latest AC Nielsen Homescan results, Tetra Pak cartons have
the highest household penetration among single-serve package formats
with 52% and have an impressive 83% repeat buyer rate. The singleserve juice/still drink/nectar market (up to 355 ml) is pegged at $298 million dollars and growing at 6% compared to last year. Of special interest
is the 331 ml to 600 ml range, which this year represents $155.8 million
dollars in the Total/ Grocery Channel and $23.7 million dollars in the Mass
Merchandiser and Club Store channel.
From our Usage and Attitude study conducted last year, both teens
and adults strongly endorsed the Tetra Brik Aseptic 330/375 ml and
Tetra Prisma Aseptic 330 ml
with 93% of adults and 90% of
teens citing positive comments
Highest Household Penetration
giving it an overall 7.4 out of 10
% of Canadian households
rating. Teens showed very positive attitudes toward this volume.
52%
"It’s a larger size, which is what
Tetra Pak packages have
we want," was a typical quote
the highest household penetration
from study group participants.
rate in the single-serve juice,
29%
Consumers indicated a strong fit
still drink, and nectar category.
20%
between this volume size and
17%
16%
products such as juices, drinks,
Tetra Pak packages have the
teas, dairy beverages, and
highest repeat buyer rate at 83%.
sports drinks.
Source: A.C. Nielsen Homescan All Channels July 10, 2004
Tetra Pak Plastic
Glass
Cans
Pouch
With 96% of teens using Tetra
Pak cartons regularly and 82%
Tetra Pak 1-Litre packages outperforming total category
of adults purchasing Tetra Pak
packages, a larger size format
% dollar change
bodes well in penetrating and
8%
growing the $180 million dollar
7%
7%
331 ml to 600 ml non-carbonated
6%
beverage category.
5%
was no exception. During the last 52 weeks, the overall category has grown
to $1.12 billion dollars and is growing at 2% compared to the previous year.
Beverages packaged in Tetra Pak cartons out-paced category growth, growing 3% in litres and 2% in dollars.
More consumers are purchasing and using multi-serve Tetra Pak cartons
(1-litre and above). Across the country, sales of Tetra Pak multi-serve
containers are significantly outperforming category growth. This growth
has been fuelled by value added premium products and increased
product distribution.
2%
3%
National
0%
Quebec
Ontario
West
% Growth of Total Juice, Still Drinks, and Nectar Category
% Growth of 1-Litre Tetra Pak packages
Source: A.C. Nielsen MarketTrack Total Grocery, Latest 52 weeks ending October 4, 2004
16
Tetra Pak HORIZONS
EnviroNEWS
Tetra Pak Updates
Its Environmental Policy
Find out more at www.tetrapak.ca
THE FOUR MAIN DIFFERENCES between Tetra
Pak’s updated Environmental Policy and the
one before is an even greater focus on the use of
renewable resources, recycling, communication, and energy efficiency. The new policy was
published in November; the previous one had
been in effect since 1997.
The policy states that Tetra Pak will strive to
maintain or increase the total percentage of
materials from renewable sources in its carton
packaging portfolio. “It is our ultimate goal
that all wood fibre in our liquid packaging
board shall come from forests independently
certified as managed in accordance with principles of sustainable forest management,” says
the document.
It also says that recycling will continue to
be a major program of the company worldwide. “We are committed to facilitate and
promote local collection and recycling activities for post-consumer carton packages. In
addition, we endeavour to support our customers on finding environmentally acceptable
solutions for their packaging material waste.
And in terms of product development: all our
packages shall be suitable for recycling. New
developments will include, when needed, the
development and identification of appropriate
recycling technologies.”
Tetra Pak will also step up communication on
key environmental matters with the communities in which it operates. “We acknowledge
that our operations have an impact on the
environment that must be balanced with the
benefits our products and services bring to
society. We provide products that meet both
customer and consumer needs, that protect
the quality and nutritional value of food, and
prevent food waste.”
Recycling will continue to be a
major program of the company
world-wide
All industries are striving to achieve better
energy efficiency in their operations these days,
and Tetra Pak is no exception. The company’s
Environmental Policy sets a target of 15 per
cent energy efficiency improvement by 2005
compared to 2002.
Tetra Pak HORIZONS
17
EnviroNEWS
City of Laval Latest to Collect Polycoat in Quebec
Lately, there’s been some exciting news coming out of Quebec on the
environmental front. The City of Laval (just north of Montreal) added
Quebec
Tetra Pak and gable top milk cartons (referred to as “polycoat” packages)
to its Blue Box program this past summer. That makes for an additional
110,000 households now recycling Tetra Pak cartons. Considering
other expansions that have occurred earlier in the year, household access to recycling has increased to approximately 36 per
Lauren
Laval
cent in Quebec. In Ontario, access is well over 60 per cent.
Across the country, over 77 per cent.
Region of Waterloo to
Start
Recycling
Polycoat in January
THE REGION OF WATERLOO, which consists of close to a half
million people in 150,000 households, announced it intends to
begin recycling Tetra Pak cartons and milk cartons on January 1,
2005. The Region consists of three cities (Waterloo, Kitchener,
and Cambridge) and four townships (Woolwich, Wellesley,
Wilmot, and North Dumfries).
18
Tetra Pak HORIZONS
EnviroNEWS
Reducing waste,
Maximizing Awareness in Orillia
WHO SAID IT COSTS a lot to get a message across these days to a townfull of people? Take Orillia in Central Ontario as an example. Last July, this
city added Tetra Pak cartons and milk cartons to its Blue Box program.
With only $2000 dollars in the budget for its initial launch campaign, the
city managed to conduct a wide range of activities creating a punch that
should have cost many times more.
Four by four foot signs on the
sides of collection vehicles.
Newspaper ad that ran in the
Packet & Times
The campaign consisted of four things. The first was a press release, which
cost next to nothing for staff to produce and distribute to the local media.
Second was a newspaper ad, also created in-house, that ran three times
in the local “Packet & Times” newspaper. “Each ad cost $78 dollars to run
for a total of $234 dollars,” said Orillia Solid Waste Technical Coordinator
Greg Preston, who conducted the launch.
Third, were radio ads. “We used two local radio stations for the promotional campaign,” said Preston. “One of them plays pop and rock music
along with local news. The other plays country music. The two of them
together got us good coverage at a low cost.” For over 75 spots Preston
said he paid less than $1400 dollars through a new advertising incentive
program offered by one of the radio stations.
Last but not least were four weatherproof signs each measuring four
feet by four feet. The headline was “Orillia recycles milk & juice cartons” and each sign carried a colourful illustration of all the cartons in
the polycoat family. They were placed on the sides of each of the two
collection vehicles the city operates for collecting recyclables at an
additional cost of $400 dollars.
It is widely understood that public awareness is a crucial part of any
successful recycling program. Orillia not only understood this, but was
able to do a remarkably large amount of communicating with a relatively
small amount of money. “Although further promotion is required, the
campaign provided the city with a very helpful start,” said Preston.
Tetra Pak HORIZONS
19
LatestNEWS
Processing
DEGREES OF
SEPARATION
The latest separator equipment is built for efficiency, durability and, increasingly, capacity.
BY LYNN PETRAK
Reproduced with permission from “Dairy Field” magazine, September, 2004
It’s one of the oldest and most essential points in dairy production.
The separation process, in which different liquids and solids are separated
from each other in a large tank or centrifuge, is the virtual starting point for
milk, cheese, ice cream, dairy powders and other dairy products and has
been, since separators were first introduced in the 1890s.
If not done correctly, the final product will not be formulated properly and,
if done too slowly or inefficiently, a plant’s profitability can suffer due to lost
volume, energy costs or operating time.
With separation at the beginning phase of the production process playing
such a key role, suppliers are updating separators with state-of-the-art features and technology. There may not be many new models of separators
rolling out every year and although there are only a handful of separator
manufacturers in the United States, changes are being made to meet
processors’ demands for reliability, speed, efficiency, durability and volume.
“It’s the most integral and expensive piece of equipment in the plant. It’s the
Swiss watch, if you will,” says Mark Etcheverry, Sales Manager for Statco
Engineering and Fabricators, Huntington Beach, Calif., which sells and
reconditions separators for dairy customers around the country.
Because so many industries rely on this pivotal equipment, leading
separator suppliers continually
refine their technology and equipment features. In addition to dairy
processing plants, separators can
be found in other food and beverage
facilities, from juice plants to breweries, as well as various industrial
environments, ranging from oil
drilling to pharmaceutical manufacturing to wastewater treatment.
As in those other industries, dairy processors are seeking equipment that
will enable them to do things better and quicker, as capacity demands
increase and as product lines broaden. “For some of the larger dairies, the
capacities are going up, and there has also been the consolidation of
dairies,” says Jeff Biel, Product Manager, Separation and Filtration, for
Tetra Pak, a Vernon Hills, Ill.-based packaging and production equipment
supplier. “They want to do more and do it efficiently.”
That was exactly what operators at California Dairies Inc., Artesia, Calif.,
were seeking when they decided to replace separators for powdered butter
applications in three facilities during a plant remodeling project a few
years ago. “We were looking for better skimming efficiencies and better
energy efficiency. Machines today are more efficient when it comes to
separating milk and cream,” recalls Harry DeLint, Vice President of Engineering, noting that the company chose Tetra Pak’s HMRPX 718 models,
which have resulted in energy savings and more operator-friendly use. “All
the fat we can get out of there and turn into butter, the better we are.” The
new separators were placed
between raw milk receiving and milk
evaporation systems, with one highcapacity plant running four separators
at once.
Tied into efficiency, of course, is
the all-important concept of profitability. “Basically, and again with
the pressure the dairy industry is
facing, they need to look at their bottom line. If they put a piece of
equipment in a plant, it has to save them money or increase their bottom line and we are doing that with better efficiencies,” says Biel.
“Machines today are more
efficient when it comes to
separating milk and cream”
20
Tetra Pak HORIZONS
Processing
An efficient separator system has an inherent financial benefit, adds Etcheverry. “It’s
important, because with separators, you are
separating the fat or part of it to sell products
you have labeled to a certain fat content. Also,
with the extra butterfat, you can sell that for
profit,” he says.
INNOVATIONS AND ENHANCEMENTS
Every year or so, separator suppliers offer
either new models or upgraded features for
their equipment. Technology for separators
today continues to focus on enhancing the
crucial function and performance of separators, but also to allow for greater volumes
and flexibility.
One example is Tetra Pak, which regularly
develops new solutions for both the packaging
and processing equipment side of its operations. In late 2003, Tetra Pak introduced its
Tetra Centri™ 918 HGV, the latest separator
that uses the company’s AirTight® technology.
“It’s the largest separator in our product line,”
says Biel, adding that the model was created
based on both customer demand and emerging capability. “We increased capacity and
boosted features of energy consumption. Our
customers said, ‘We need a bigger one, but
don’t want it to be an energy hog and need it
to perform right.’” The new separator handles
10 per cent greater volumes than the previous
large models, the Tetra Centri H818 HGV, with
power consumption below 55 horsepower.
For dairy processors, much of the appeal of
the Tetra Centri 918 separator is in its air-tight
seal, which allows for a more gentle acceleration
and separation of milk to prevent fat globules
from being damaged and reduced in size.
“We’ve always believed in the hermetically
sealed design and have to keep adapting that
type of separator for increased capacities,”
says Biel, citing a few design upgrades for this
particular piece of machinery. “We’ve maximized the design of the inlets and the bowl
outlets to ensure maximum efficiency. And
without getting too technical, there are certain
components of a separator which are key in
determining performance — we look at all
those things, such as changing the size and
design of the separator components.”
Beyond offering a skimming capability of
120,000 pounds of hot milk and 130,000
pounds of whey per hour, the Tetra Centri 918
is also versatile for industry manufacturers,
who can use it for both separation of milk and
whey and for both hot and cold applications.
The models for those specific functions feature minor variations. According to Biel,
plants investing in a larger separator also tend
to upgrade other related machinery, including
buying larger homogenizers and higher
capacity pumps and valves to help run the
equipment and keep up with the production
pace and volume.
OTHER SEPARATOR MAINSTAYS
Hermetically-sealed separators like Tetra Pak’s
Centri line represent the latest generation of
separation technology. While suppliers are
working to roll out new separator models and
accessories, other traditional types of separators remain popular among dairy processors.
“Our most common separator would be our
618 model, which runs at a slower RPM. The
inlet design allows for smaller flow rates,” says
Biel, adding that the flow rate is about 70,000
pounds an hour for skimming applications.
Like other Tetra Pak separators, the 618 is
powered by a motor specifically engineered for
the supplier.
More than Just a
Pretty Face
MOST PEOPLE RELATE Tetra Pak with food pro-
cessing and packaging. But believe it or not, a
rapidly growing part of our company has to do
with cosmetics. This part of the business is
based in Jakarta, Indonesia, and until recently
the customer base has been principally in the
far east.
Tetra Pak India, for instance, recently completed a very challenging modification and
commissioning assignment of cosmetic manufacturing equipment for L-Oreal. “The food
industry has synergies with the cosmetics
industry because both work on identical standards of hygiene and cleanliness,” said
Ashutosh Monohar, Processing Director, Tetra
Pak India. “Much of the equipment is similar to
both as well.”
The company’s range of emulsifiers, for
instance, called Tetra Almix Delta, is based on
internally modified technology that provides
exactly the flexibility and adaptable scaling that
cosmetics manufacturers are looking for.
Another proprietary technology developed by
Tetra Pak, called CODE3 (cold direct emulsification), is now being used by Titiania Farbrik GmbH
of Germany to produce a line of hair and skin care
products, among the largest and fastest growing
segments of the cosmetics industry.
Lynn Petrak is a freelance journalist based in
the Chicago area.
In late 2003, Tetra Pak introduced
the Centri 918 HGV, the latest separator that uses the company’s AirTight technology.
Demand for new, often short-run products, is
constantly increasing. The ability to respond
rapidly to market signals means process equipment must have the flexibility for a wide range of
different products while enabling an easy switch
from lab-scale to full-scale production.
Tetra Pak HORIZONS
21
Products
PROBIOTIC YOGURT
AND MUESLI MEET
“MICRO” PACK FOR
MACRO GOODNESS
NEW PACKAGE FOR
AN OLD FAVORITE
S E R B I A
F I N L A N D
I T A LY
AD Imlek is the leader in the Serbian diary market and has been a Tetra Pak customer since
1965. Products include UHT milk, chocolate
milk, shakes, yogurt and coffee cream. In order
to compete with growing competition from
imported yogurts in the value-added segment,
AD Imlek decided to go with a package no one
had seen before in Serbia. They chose the 250
ml Tetra Top Midi carton, which is designed
specifically for pasteurized products, and
which is equipped with a flat-top opening
called “BigLid” and attached folding plastic
spoon. The “BigLid”, which is made of plastic,
is designed to fold back and detach completely from the carton sleeve.
The product is called “jo’good” and comes in
two flavours: apple and prune. It contains probiotic cultures, including L. acidophilus La-5,
and Bifidibacterium lactis Bb-12. Fat content
is two per cent, and the yogurt contains 20 per
cent solids mix featuring various grains, fruit
pieces, nuts, and raisins.
The latest Tetra Top package format for pasteurized products is the 100 ml Tetra Top Micro carton bottle with wide-mouth screw cap opening.
It’s a small package but has created large
impact for three functional “daily dose” dairy
drinks from Valio Ltd., one of the world’s most
innovative dairy companies.
The three products are Gefilus probiotic beverage, Evolus cultured milk, and Benecol drink.
Gefilus contains the world’s most researched
probiotic, Lactobacillus GG. LGG bacteria are
said to balance the intestinal micro flora and
enhance the body’s natural resistance to intestinal infections and other disorders. Evolus also
contains Lactobacillus, but these bacteria have
been fermented creating two bioactive peptides
that can lower blood pressure. Benecol “effect
drink” is a raspberry flavoured yogurt-based
drink with an ingredient designed to reduce
blood cholesterol if taken regularly.
Caviro is the market leader in the Italian table
wine market, and pioneered the use of Tetra
Pak cartons for table wine in Italy some 20
years ago. The company’s most famous label is
“Tavernello” in red, white, and rosé varieties.
Early this year, the company launched a new
brand of table wine – “Castellino” – in Tetra
Prisma Aseptic packages with the StreamCap
closure. It’s a premium positioned line, also
available in red, white, and rosé. The average
retail price is 1.3 euros per litre, while table
wine in glass sells for around 3 euros.
Castellino wine was launched with the slogan
“the good familiar tradition has married the
future.” The TPA cartons the wines come in
have a striking metallic finish that emphasizes
the octagonal shape of the package. The wines
were launched with extensive TV and print
support and targeted at the young adult 30plus segment. Since the launch, acceptance
has been very good.
Pro
22
Tetra Pak HORIZONS
Products
WINE HAS EDGES
IN THIS MARKET
BIG RISE FROM
SMALLER SIZE
UHT MILK RISING IN
LAND OF THE ALPS
C H I L E
A R G E N T I N A
S W I T Z E R L A N D
Of the 250 million litres of wine sold annually in
Chile, about 85 per cent is table wine. Of this, 57
per cent is packed in Tetra Pak cartons.
There are three main players in the carton
market for table wine, and competition to be on
top is quite fierce. Nina Concha y Toro S.A. is
one of the leaders, and has been selling “Fressco” brand wines in a variety of Tetra Brik Aseptic Square formats for years. Sales, however,
started to wane for various reasons, so Vina Concha y Toro decided to revitalize the brand. The
re-launch took place in 2003 and five products
are offered: Fressco white, rose, and red table
wine, and two Fressco Coolers—white wine with
apple/peach flavour, and red with reduced alcohol content.
The use of “icons” in the graphic design (a
chair for instance on one design suggest the
subject to “relax outdoors,” while a tarot card on
another suggests the subject should solve a
puzzle or problem) have helped the fun aspect
of the Fressco brand image. The products are
sold in supermarkets, liquor stores and convenience stores. Pre-dating is 10 months.
Sometimes, less is definitely more, smaller can
be better than bigger. In Argentina, for instance,
Alimentos y Bebidas Cartellone has been selling
a line of “Molto” ready-to-serve tomato sauces
in 500 ml Tetra Brik Aseptic cartons for several
years. In mid-2004, the company relaunched
the brand and downsized to 355 ml TBA Baseline packages. The result? A 100 per cent
increase in sales volume between May and
October, year for year. Not only has Molto volume increased, but so has the entire sauce category. When competitors saw the big rise from
the smaller size, they started pumping money
into communicating their own brands, causing
a category-wide increase.
Cartellone made the wise decision to choose
the TBA 355 ml B package as 340/380 g cans
are the typical package sizes in this market segment. The TBA 500 B package size, also used
for purée, was judged to be too big for a sauce.
The judgment proved right. Cartellone supported the launch with a strong TV campaign featuring a well-known chef celebrity. There are
five varieties in the line: Salso Napolitana, Salso
Pomarola, Salso Filetto, Salsa Pizza, and Salsa
Portuguesa. Some varieties contain small soft
pieces of tomato and other vegetables. The filling machine is a TBA/8 equipped with an HVA
(High Viscous Aseptic) kit.
Plain milk with no additives is the major part of
a slightly declining milk market in Switzerland.
UHT milk, however, is increasing while pasteurized milk is losing ground. Milk with added
value (e.g., vitamins, Omega 3, lactose-free, or
fat-free) represents about four per cent of the
retail milk market and prospects for future
growth look good due to a general health awareness trend among consumers.
The “Lifestyle” brand, well known in Switzerland, is an umbrella brand for all private label
products of Coop, the second largest retailer in
Switzerland with 40 per cent share overall, and
25 per cent share of the UHT milk market. In
July 2004 the chain re-launched its Lifestyle
UHT milk in a new package.
The milks were previously filled in 750 ml
HDPE plastic bottles. They now come in eyecatching 1-litre Tetra Prisma Aseptic Square
packages with the new StreamCap closure.
Variations include fat-free, vitamin and mineral
enriched “sport,” 7-vitamin, lacose-free semiskimmed, and Omega 3 milk. Retail price for all
but the fat free milks is Euro 1.30, about 35 per
higher than regular UHT milk. Fat-free is three
per cent higher.
Coop has also released a new Lifestyle whipping cream in Tetra Top Midi 330 ml packages
with ScrewCap closures, which has been doing
well since its launch in September.
ducts
Tetra Pak HORIZONS
23
LastWORD
Tetra Pak Canada
Offers Parents
Back-to-School Fuel Tips
TETRA PAK’S FALL MEDIA relations focused on the back-to-school season.
To support our positioning as a safe, convenient option for school lunches
and to equip parents with nutritious lunch recipes, Tetra Pak worked with
home economist and cookbook author Mairlyn Smith. She developed
recipes for the Tetra Pak Healthy Eating Notebook – a free, downloadable
guide featuring breakfast, lunch and snack recipes. Each recipe in the
guide featured at least one ingredient that is sold in Tetra Pak packaging.
Along with the recipes, the Healthy Eating Notebook also features nutritional guidelines and tips to help parents seeking to instill healthy eating
habits in their children at an early age.
To leverage the guide and drive consumers to www.tetrapak.ca to download their own copy, Smith appeared on television morning shows and
news programs in Vancouver, Edmonton, Calgary, Toronto, Montreal and
Halifax demonstrating the easy-to-prepare recipes and sharing tips for
ensuring lunch safety. In Quebec, dietician and cookbook author Marie
Breton acted as the French spokesperson appearing on numerous TV and
radio programs.
Also in Quebec, a condensed, two-page version of the notebook was
sent to more than 2,500 registered dieticians throughout the province as
a resource guide.
To encourage print media to publish stories about the Tetra Pak
Healthy Eating Notebook, we created a printed version and a media
release which were distributed to newspapers and magazines across
the country in mid-August. Camera-ready stories on food safety,
school lunch packing tips and recipes were also distributed to newspapers across the country in support of the overall back-to-school
communications campaign.
In total, articles featuring the Healthy Eating Guide or key messaging
from the media materials appeared in more than 24 dailies, community newspapers and magazines, generating more than 11 million media
impressions. At last count, more than 12,000 people had downloaded
a free copy of the guide from www.tetrapak.ca and we are continuing
to see media coverage including an upcoming mention in Canadian
Living magazine.
Warm
From your friends at
Tetra Pak Canada.
24
Tetra Pak HORIZONS
Tetra Pak Canada Inc.
1610-16th Avenue
Richmond Hill, Ontario
L4B 4N6
Telephone:
(905) 780-6030
www.tetrapak.ca
[email protected]
Publisher
Editor
Design
Evelyn Watson
Jaan Koel
The Boomerang Group Inc.
All rights reserved.
Printed in Canada on San Remo Gloss, 50% recycled
fibre, 10% post consumer and chlorine free.
Cover illustration: Jo Tyler
Winter
Wishes