Tetra Stelo Aseptic, the latest member of Tetra Pak’s global packaging portfolio, is now the package of choice for Minute Maid, the leading nutrition brand under The Coca-Cola Company’s portfolio in India. This is the first ever Tetra Stelo Aseptic package for The Coca-Cola Company in the world, and the first time the package is being launched by Tetra Pak in the Asia Pacific region.
The unique new tall, rounded, seamless package is designed to create tangible differentiation in the market for the new benefit-led Minute Maid range – Honey Infused and Vita Punch variants. The package also comes with WingCap 30, a one-step opening with DIMC technology, that ensures a perfect grip and a great pouring experience. In addition to the package itself, Tetra Pak has also provided the processing and filling equipment for the range, making it an end-to-end partnership. The unique advantage of Tetra Pak’s filing machine is the easy switchover between 500ml and 1000ml volumes. Owing to this flexibility, the new range will be offered in both 500ml and 1-liter carton packages in India.
Enrique Ackermann, VP of Technical Innovation and Supply Chain, Coca-Cola India and Southwest Asia said, “Tetra Pak has been our strategic partner in building capacity and innovation in single serve packs for a decade. We are thrilled to have extended this partnership to multi-serve packs with the launch of our new Minute Maid honey-infused range in India. The Tetra Stelo Aseptic packaging has aided in offering differentiating characteristics for our Minute Maid range, which we believe will appeal to our consumers.”
Minute Maid, the Coca-Cola Company’s fruit nutrition brand, prides itself on its history of providing quality products to families around the world in more than 100 countries. It is expanding its portfolio in India with the launch of two new offerings in the country - ‘Honey Infused’ and ‘Vita Punch’, which will first be made available in Punjab.
Tetra Pak cartons are also increasingly being sought after by consumers due to better environmental credentials, making them the perfect choice for responsible brands. These cartons are paper-based, recyclable, and have a lower carbon footprint compared to other packaging alternatives, as validated by various Life Cycle Analyses conducted across the world.
Ashutosh Manohar, MD, Tetra Pak South Asia said, “As part of Tetra Pak’s ambition to deliver packages that contribute to a low carbon circular economy, we have the unique privilege of working with some of the biggest brands in the world, innovating with them and for them. In addition to the stand-out design, the Tetra Stelo Aseptic is paper-based, recyclable, FSC certified, and offers the environmental advantages that are unique to Tetra Pak packages. The package meets the needs of not just the consumer looking for nutritional, safe food, but also one who is environmentally conscious. We are very excited to be the partner of choice for The Coca-Cola Company on their journey to strengthen the Minute Maid brand in India.”
Minute Maid’s new offerings in the country, packed with the goodness of functional benefits, further differentiated by the new packaging innovation Tetra Stelo Aseptic, the new range is sure to become the go-to choice for consumers. The new range has been launched in the state of Punjab and will further be expanded to other parts of North India over the next few months.