The OmniBrand

This is about something that undoubtedly touches everyones daily life, something that changes the way you live. You will have undoubtedly used it in you daily life, but would be at loss if you were asked a thing or two about it. It might appear in commercials, but you would hardly even notice it. You may see it in hoardings around the city but again hardly ever heed its presence. Invented more than 50 years ago, many regard this as one of the smartest inventions in the world.

This seemingly modest brand to the layman is the 'Tetra Pak', ask any industry expert and they will tell you its 'magic'. And, so it comes of no surprises that Tetra Pak is even featured in curriculum of some design schools. If you are just wondering whats so smart about a juice box, press on and you'll be amazed.

The Glocal Marketplace

The society we live today has departed from local to glocal. The global is getting local. Today our consumption, be it the clothing, equipments or even perishable items tend to come from miles and miles away. Gone are the times when one would walk down the street for a squeeze of citrus. Today you can get your citrus fix right from Florida, far far away but fresh and nutritious like it's supposed to be. And this is what Tetra Pak does for you – in a nutshell.


Tetra Pak had its humble beginnings in the town of Lund in Sweden, when Dr. Ruben Rausing and Erik Wallenberg started the AB Tetra Pak in 1951. The following year saw delivery of the first Tetra Pak machine to a Lund dairy and there was no looking back. Tetra Pak's first product was a paper carton used for storing and transporting milk. Their first package was in the shape of a four sided triangular pyramid (or tetrahedron), from which the company earned its name. Today Tetra Pak produces around ten different types of packages, totalling more than a 130billion cartons every year spanning more than 190 countries.

Leaner, Fitter

So why is this juice box hailed as one of the smartest inventions? Let's start with the real estate. The package or carton, begins its life as a paper roll, and since it is in the form of a paper roll, rather than precut cartons, it uses up 40% less space. This eventually equates to fewer trucks required on road required for transportation and also efficient space utilization in storage. Even when they are formed into cartons, the 'Tetra Brik' (the rectangular carton) for example, is geometrically the most efficient shape possible when it comes to stacking, transportation or even disposal. This simple yet clever shape also maximises the number of items that fit on to a supermarket shelf. Just as they are good at saving space, the Tetra Paks are extremely good at saving weight too. Much of this is possible because almost 70 to 90% of the carton is made of paper!

Greener too

And since its made mostly out of paper, the advantages this has on the environment is no brainer. The cartons are almost entirely recyclable and this has a major role to play in the decreasing the carbon footprint and improving the quality of the environment. It is also the only beverage package made from a renewable resource like wood.

Showtime

Not only are cartons clever at saving real estate, but also know just as well to flaunt it. Since almost every surface of the carton is printable, a little bit of creative thinking can go a long way in making the brand stand out. Compared to a typical bottle, cartons provide 50% more billboard space to play with. So not only do they have strong environmental credentials but they are a fantastic way of promoting brands.

The smartest safe locker

Although originally developed as a milk container, today tetra Pak provides packaging for over 70,000 products ranging from milk, juice, nectar, still drinks, wine, water, oil, yoghurt, and probiotics. The list doesn't end there, Tetra Pak's new 'Tetra Recart' cartons hold anything ranging from food products, such as beans, vegetables, tomatoes, soups to tongue tingling pickles to even cheese. It's not just packing of all these, that is Tetra Pak's forte.

Infact if it was just packing that the carton does, it would be hard to justify its smart tag. What makes the carton stand apart is the way it protects its contents. Tetra Pak's aseptic packing technology enables food to stay fresh without the risk of contamination, loss of nutrition or changes to taste of the product. Once packed, this innovative technology gives about six months (in some cases even 24 months) of shelf life without preservatives and more importantly refrigeration. This means the entire distribution chain, right from the factory to the point of consumption, can work without the need for refrigeration, and is by far the biggest impact, Tetra Pak has in our lives. Without this your citrus fix from Florida just wouldn't make it, you will have to buy milk every other day, you picnic's and long drives will simple become less exciting. Add to all this, the energy savings that account for by the use of Tetra Pak and you'll realise how big an influence a simple juice box has in your life.

Your milk may be Danone, your wine may be French Rabbit, your juice might be Tropicana or cold coffee by Nescafe, but when you take in the broader perspective, it's all Tetra Pak. A brand that makes all the above possible and protecting whatever is good.