Tetra Pak introduces Marketing Services program

Tetra Pak, Denton, Texas, said it introduced its new Marketing Services program, providing tailor-made support to food and beverage brands in the challenging world of product innovation. Launched at PACK EXPO Las Vegas, the comprehensive service involves customers in a collaborative journey — from idea generation through product and package design and launch.

Under the program, Tetra Pak said it will work with customers to understand their ambition, explore potential opportunities, define brand positioning, prototype product formulations, design the package, support the launch, evaluate consumer feedback and then refine the product until it achieves market success.

The modular nature of the Marketing Services program allows customers to select precisely what is right for them, Tetra Pak said, the entire process or specific elements to meet their individual needs.

“For years, Tetra Pak has shared market insights and product concepts with customers. Now, with Marketing Services, we are able to support brands in a more collaborative, comprehensive and cohesive way,” explained Julia Sotera, director of marketing services for Tetra Pak Americas. “Each one of our customers has their own very different opportunities and challenges. Marketing Services can be tailored to suit every brand, helping the customer deliver innovative product solutions that meet their own needs, as well as those of the consumer.”

An important feature of Tetra Pak’s new Marketing Services concept is the network of Customer Innovation Centers (CICs) now being constructed by Tetra Pak in key locations around the world, providing fully equipped dedicated resources for collaboration projects. Each CIC is fitted with tools and technologies designed to support brainstorming, research, product design and development, Tetra Pak said, as well as formulation testing. CICs will be located in Denton and around the world in Brazil, China, India, Italy, Japan, Singapore, Sweden and United Arab Emirates.