Tetra Pak and Mengniu Group have announced the launch of a limited edition Milk Deluxe Pure Milk range, customised with 30 different designs of masterpieces from Van Gogh and Monet. Packaged in Tetra Prisma® cartons, the special edition range has been brought to market through a collaboration with Meet You Museum. The cartons are now accessible to consumers across Greater China – online and in stores.
Mengniu is one of the first dairy brands 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 Tetra Pak® Custom Printing 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 utilises a Koenig & Bauer digital inkjet printing press. 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. The vivid, eye-catching packaging designs create a unique visual experience for consumers, strengthening emotional bonds with the brands themselves.
The flexibility offered by Tetra Pak® Custom Printing ensures brands can produce limited ranges or commemorative editions of their products in an agile way. The solution also gives F&B players 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.
