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Tetra Pak Introduces Aesthetic Packaging Effects to Grab Consumer Attention

Tetra Pak launches new and aesthetic packaging designs that incorporate unique effects and have the ability to catch the eyes of consumers as they walk through grocery aisles. Photo courtesy of Tetra Pak® Artistry.

Tetra Pak Introduces Aesthetic Packaging Effects to Grab Consumer Attention

By: Nima Rajan

Posted on: in News | Food Manufacturing and Supply Chain News | Food News

Grocery stores seem to be filled with aisles of products that can look highly-similar, making it hard for food companies to stand out in the competitive grocery landscape. Swiss company Tetra Pak claims to have found a solution to this problem with new and aesthetic packaging designs that incorporate unique effects and have the ability to catch the eyes of consumers as they walk through the aisles.

These aesthetic packaging materials fall under the company’s new brand called Tetra Pak Artistry. This line includes four varieties of materials under the names Tetra Pak Craft, Tetra Pak Reflect, Tetra Pak Metallized and Tetra Pak Sculpt. Tetra Pak Craft offers the natural look and texture of bare paperwood with wood fibers, Tetra Pak Reflect incorporates holographic effects into the packaging while Tetra Pak Metallized creates a metallic effect on its packaging. Tetra Pak Sculpt is yet to be launched but it incorporates an embossed surface layer which allows food companies to incorporate 2D/3D effects onto their packaging.

According to Tetra Pak, their new packaging designs do not require any additional investments. The packaging company claims that food companies can easily incorporate their aesthetic packaging materials in their current manufacturing facilities without purchasing any new machines. Food companies can also switch between the four Tetra Pak Artistry designs whenever they like.

“In a world where almost everything needs to be ‘personalisable,’ we want to provide customers with something unique to help their brands rise above the noise and reach the shopper. The new suite of effects and expressions will help our customers enhance their brand at no additional investment, making it a cost-effective solution to their needs,” Charles Brand, Executive VP of Product Management and Commercial Operations at Tetra Pak said in a release.

This new line of packaging products comes after Tetra Pak launched Tetra Evero, the world’s first aseptic carton bottle. In addition, the bottle incorporates a resealable bottle cap and slim width for easy handling. The company is also looking into developing more new and innovative packaging materials for their Artistry line.

The power of packaging is often overlooked but attractive designs have been proven to help drive the sales of products. A recent study conducted by Luminer found that shoppers are swayed by the packaging and labelling of products. Products that incorporate bright attractive colors and familiar logos have been shown to attract more consumer attention.

Such findings have not been ignored by major food and beverage companies as they continue to innovate their packaging designs to stand out on product shelves. Earlier this year, Coca Cola introduced a new can design for their iconic Diet Coke product along with four new Diet Coke flavors. Arch-rival Pepsico followed shortly after with a colorful new line of sparkling water products in unique cans that have different greetings on them. Ferrero’s popular Nutella brand took unique packaging to the next level when they produced seven million individualized Nutella jars with different designs on each of them last year, which led to the products being sold out within one month.

It is clear that investing in unique packaging has its benefits and food companies have been seeing success in such packaging efforts. With more designs to come, it is likely that we will see more colorful and eye-catching products in grocery aisles in the near future.


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