​2013-07-11

Retailers are getting a taste for Tetra Recart®

More than 130 brands in over 50 markets are currently selling foods in Tetra Recart® packages, and the number is growing every day. More and more retailers are finding the benefits of super-high shelf impact and significant logistics efficiencies the package offers.

Large retailers such as Sainsbury’s, ASDA, COOP and Safeway are enjoying the convenience, natural image and branding possibilities that Tetra Recart brings. Thanks to a positive consumer acceptance, companies are now packing a wide variety of food such as vegetables, beans, tomatoes, soups, sauces and pet foods in Tetra Recart pa​ckages and categories are continually expanding.

Tetra Recart and Thomas Leth

Thomas Leth Retail Manager at Tetra Pak

Enjoy more shelf confidence

One main reason for this high growth is that retailers find Tetra Recart to be the perfect promoter for their brand. With the advantage of being able to print impactful graphics and messages on all sides, the packages create an eye-catching display without staff needing to spend time turning them to face consumers.

Tetra Recart offers immediate cost savings as its rectangular shape saves up to 40% on sought-after shelf space. Easy to open trays and smart secondary packaging solutions cut down on in-store handling time, while the high number of packs per pallet increases transport efficiency.

As Christina Hemlin, European Sourcing Manager at the Swedish ICA chain explains “Cartons are an effective product throughout the chain, from transport and storage to displaying them on the shelves in store. They also lead to a reduction in damaged goods.”

From an eco-smart package

The lightweight, space-efficient packaging benefits retailers throughout the supply chain. More products are filled into less packaging materials, then transported far more efficiently, cutting down on CO2 emissions. For instance, it’s possible to fit 18% more packages on a pallet.

An added argument for conscious consumers is that Tetra Recart is based on FSC certified paperboard, a natural, renewable resource that has a minimal impact on the environment. The FSC certificate proves that the paperboard comes from forests that are well managed according to strict environmental, social and economic standards.

Several Life Cycle Assessment (LCA) studies in markets such as the US, Germany, France, Sweden and UK have shown that Tetra Recart has a significantly lower (50-70%) carbon footprint than competing packaging systems like tins and glass jars. This is another strong argument for using the package throughout the supply chain, where more customers and retailers put stricter climate targets.

That encourages customer loyalty

Answering consumer trends is of prime importance to retailers. Current trends focus on sustainability, health and wellness, convenience, freshness and safety. Tetra Recart ticks all the boxes in these areas.

Results of consumer research* have shown that consumers view Tetra Recart as an attractive and convenient package. It conveys a fresh and natural product image and is perceived as modern. The package needs no tools to open, flattens easily for disposal, and takes up little space as it makes its way to a recycling centre.

“Our surveys show that when consumers start to use carton packages, they remain loyal. They soon realize that these packages are easy to carry home, easier to store, easier to open and easier to rinse out and recycle” says Thomas Leth, Retail Manager at Tetra Pak.

Domino effect

When retailers see the many advantages of packaging foods in Tetra Recart they quickly look at what other foods they can pack to take advantage of the benefits of packing in carton. An example is COOP Italy, who successfully launched pasta sauce, a product that was traditionally homemade or sold in glass jars. Since this successful launch, COOP has added three more categories, and ten other Italian retailers have now followed their example.

“This is a journey that we often see” says Thomas Leth. “When retailers get a taste for Tetra Recart they want to put more of their products in cartons.”

*Over 100 consumer studies in more than 40 countries conducted by independent research agencies.

Read more about the Tetra Recart carton package and the Tetra Recart filling machines

For more information please send an email to tetra.recart@tetrapak.com

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