NORTH AMERICA – Switzerland-based food packaging company Tetra Pak has announced partnering with North American premium drinking water brand Flow Beverage and live entertainment business Live Nation Canada.
Under the partnership, Tetra Pak will be responsible for providing its Custom Printing solution to help create the designs of Flow’s cartons.
The effort will also create new marketing and advertising opportunities for the brand. Flow is claimed to be the first brand to utilize Tetra Pak’s Custom Printing technology to provide customers with an immersive and engaging experience via beverage packaging.
Flow founder and CEO Nicholas Reichenbach said: “We are thrilled to be the first brand to market the unique Tetra Pak Custom Printing solution, which has allowed us to not only elevate the design of Flow’s cartons, but also to open up new horizons in advertising possibilities.
“The packaging provides an artful medium that speaks volumes about our commitment to quality, sustainability, and memorable experiences.”
The latest collaboration builds on the successful validation of the Custom Printing technology. The solution comprises premium inkjet-based carton printing technology.
It has been designed to provide a cost-effective and customizable system to various brands while also retaining all the environmental benefits of paper-based beverage cartons.
According to Tetra Pak, the companies leveraging this solution can also aid promotional activations, including varied designs in a single case or limited-edition packaging partnerships.
Tetra Pak US and Canada’s vice-president of marketing Pedro Gonçalves added: “Tetra Pak Custom Printing allows brands greater agility than ever before to create impactful, unique campaigns that diversify their advertising strategies in a cost-effective way.
“We are proud to collaborate with Flow to bring to life five bespoke designs that will soon be available at select Live Nation Canada venues as concert attendees leave their favourite shows this fall [autumn].”
Tetra Pak ties up with Del Monte Foundation
Meanwhile, the Swiss company has forged an agreement with the nonprofit CSR organization of food and beverage firm Del Monte Philippines Inc. for a program that aims to educate schools and communities on the importance of recycling used beverage cartons (UBCs).
Del Monte Foundation Inc. said its partnership with Tetra Pak for the Cartons for Communities program is in keeping with its mission of promoting sustainable practices.
Tetra Pak said in a statement that it recently signed a memorandum of understanding with the foundation to formalize the partnership.
“We are excited to bring Del Monte Foundation onboard as the beneficiary of Cartons for Communities and the opportunity of working together to raise awareness on the importance of segregation for recycling among Filipino communities and bring about change,” said Catherine Chua, Sustainability Manager at Tetra Pak Philippines.
Through its Cartons for Communities platform, Tetra Pak educates schools and private communities on the importance of recycling UBCs, collection partners and junk shops to collect and recycle used beverage cartons.
The packaging solutions firm said these collected used beverage cartons are then turned into Poly AI boards and recycled chipboards that can be converted into “useful everyday items,” such as chairs and tables. Andrea E. San Juan.
Tetra Pak said the initiative takes an “integrated” approach across the value chain by involving all stakeholders, from “fostering awareness to collection, recycling, and conversion of collected cartons.”
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