Tetra Pak Launches the World's First Clear Aseptic Stand-Up Pouch

Tetra Wedge™Aseptic Clear to roll out in selected markets in 2006

06/04/06 Tetra Pak, one of the world's leading suppliers of food and beverage processing and packaging systems, demonstrates its innovation leadership in aseptic packaging with the introduction of the Tetra Wedge™ Aseptic Clear, the world's first high barrier, clear aseptic stand-up pouch.

The transparent, squeezable package was initially launched last May in Mexico, where Jumex®, the country’s top juice producer, rolled out Mundo Nautix® the first commercial brand in a Tetra Wedge Aseptic Clear 200 ml Slim. Aimed at the fast-growing market for kids’ on-the-go drinks, Nautix is currently being distributed through Wal-Mart®, Comercial Mexicana and a variety of supermarkets, schools and corner shops in Mexico.

Tetra Pak is extending the introduction of the Tetra Wedge Aseptic Clear in selected markets around the world starting in 2006, with full global commercial availability scheduled for the end of 2007. Tetra Pak will be presenting the Tetra Wedge Aseptic Clear, along with several other innovative products, at the Anuga food and beverage fair in Cologne this April.

Aimed at the fast-growing market for kids’ on-the-go drinks, the Tetra Wedge Aseptic Clear provides consumers with benefits including 100% transparency, a patented barrier technology to protect the product and aseptic processing, which seals in taste and nutrition.

"Market research in Mexico has shown that the package is a clear hit with 6-12-year-olds, who prefer it to other plastic packages because it’s transparent and fun to play with," said Robert Graves, marketing director, Tetra Pak Mexico.

Market research conducted in North America, Europe, the Middle East and Asia also confirms the package’s appeal to youngsters, who love its "squishy" feel and to mothers, who appreciate the nutritional protection aseptic packaging ensures.

Ergonomically, the Tetra Wedge Aseptic Clear was designed with smooth sides and no sharp edges like current commercial stand-up pouches and its slim 200 ml design allows small hands to easily handle the product.

Tetra Pak customers gain the ability to provide a high-quality beverage that is healthy, convenient and kid-friendly for active families on the go – at a production cost comparable to standard aseptic packages. Beverage categories that will benefit from the introduction of the Tetra Wedge Aseptic Clear include juices and nectars, flavoured waters, sports beverages and liquid electrolytes.

In addition to its distinctive look and feel, the Tetra Wedge Aseptic Clear offers customers low investment costs compared with traditional plastic packages or stand up pouches.

"The TWA Clear 200 S will enable customers to broaden their offer and stand out on the retail shelves at a highly competitive operational cost," said Graves.

Retailers and distributors benefit as well. The aseptic technology allows for distribution advantages thanks to its long shelf life without the need for refrigeration, while retaining the nutritional value and flavour of the product.

The durability of the package provides several additional differentiating benefits to consumers. To facilitate easy straw insertion, the package is designed with a special straw hole pocket that guides the straw to the best position to puncture the straw-hole patch. The strength of the package material prevents the straw from puncturing the opposing side of the package, a common problem with existing pouches.

The Tetra Wedge Aseptic Clear is made with a unique packaging material structure with different layers of plastics and using PET/SiOx as a barrier to oxygen. It is manufactured on a modified TBA/19 and comes with a Tetra Unit Conveyor 54, an ACHX 10 (Helix Accumulator) a Tetra Cardboard Packer 78 (1X10) and a Tetra Tray Shrink 51 with stacker and grouping belt.

Tetra Pak is currently discussing rollout plans with a number of interested customers. Among the markets expressing interest are the United States, Germany, Australia, India, Saudi Arabia, South Africa, Columbia, China, Japan and the Philippines – to name just a few. The choice will be based on a variety of criteria, with expertise in aseptic packaging a key selection factor.