Packaging Solutions
Tetra Pak and Mengniu Group have launched a limited edition Milk Deluxe Pure Milk range, customised with 30 different designs of masterpieces from Van Gogh and Monet. Packaged in Tetra Prisma Aseptic 250 Edge cartons with DreamCap 26 closure, the special edition range has been brought to market through a collaboration with Meet You Museum.
Mengniu is the first dairy brand in the world to offer consumers these striking designs, which include some of the world’s most celebrated art, exploiting the design variability offered by Tetra Pak Custom Printing. These ‘handheld’ works of art offer consumers an immersive experience, all whilst enjoying a nutritious milk drink.
Demand for product personalisation is increasing, as well as consumer expectations about more authentic engagement with brands. For food and beverage manufacturers, leveraging technology such as this presents an opportunity to creatively respond to this rising demand; therefore, deepening the connection and interaction with consumers. In fact, packaging is increasingly acting as one of the main touchpoints between brands and end users. All of this while continuing to protect food safety and quality.
Tetra Pak Custom Printing is a digital inkjet based printing method that is unrestricted by physical printing plates. Enabling greater design variability, it allows for over 30 designs on a single packaging material reel, producing sharper colour, detailed rendering and softer, more natural colour gradients.
This ensures brands can produce limited ranges or commemorative editions of their products in an agile way. The solution also gives brands the ability to quickly activate marketing efforts and capitalise on consumer trends, through purchasing as a live, product A/B testing exercise, boosting product innovation and seizing on commercial opportunities.
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