The milk carton is, well a milk carton, isn’t it? That is unless it’s a Brik Edge carton from Tetra Pak, the global packaging company, and what’s more it’s environmentally friendly.
The first Brik Edge milk packaging in Australia got underway at the Parmalat processing plant in the Melbourne suburb of Rowville today and its certain to be a minor revolution for users.
No more wondering which side of the gable top to pop open, it’s now just a matter of twisting the plastic cap and removing the inner seal.
Parmalat, which fields fresh white milk brands Pauls Full Cream, Rev and Skinny Milk in Victoria, launched what it says is the first significant innovation in fresh white milk packaging for 10 years, in conjunction with packaging leader, Tetra Pak.
Parmalat’s Rowville processing plant has been reconfigured to allow a shift from existing gable top cartons to the new Tetra Brik Edge carton, which certainly seems easier to use and is the only Forest Stewardship Council certified milk carton available in Australia.
FSC is an international association of members consisting of a diverse group of representatives from environmental and social groups, the timber trade and the forestry profession, indigenous people’s organisations, responsible corporations, community forestry groups and forest product certification organisations and its label provides a credible link between responsible production and consumption of forest products,
Pauls fresh white milk brands account for 50.8 per cent of Victoria’s branded fresh white milk grocery market.
The company believes the radical packaging, the result of a $2.2 million refit at Rowville, will not only hold continuing loyal customers, but also attract new customers with its promise of better storage, improved convenience, ease of use and unique environmental profile.
Parmalat Australia General Manager, Marketing, David Waugh, said “Consumers have experienced difficulties opening existing milk cartons so we’re really excited to deliver an innovative alternative that has been designed to make opening, pouring and resealing much easier.
“We’re first to market in Australia with this packaging innovation from Tetra Pak, a paper-based carton that has Forest Stewardship Council certification and a resealable twist-cap on a sloping top panel.
“The new cartons store and stack more easily than the traditional milk cartons and keep milk fresh throughout its shelf life,” Mr Waugh added.
Parmalat’s investment in Tetra Pak’s integrated packaging and processing system has provided an opportunity to bring to a new market an award winning FSC certified package, already well established in other global markets.
Tetra Pak Oceania Managing Director, Noel Ayre, said Tetra Brik Edge has been recognised as “Package of the Year” by the Swedish Rheumatism Association for its ease-of-use by people with restricted hand mobility.
The packaging is aimed at being much easier for people with mobility problems to open and the resealing cap is designed to keep the product in fresher condition.
In response to a question about the use of plastic for the cap a Tetra Pak spokesperson said: “The Tetra Brik Edge carton caps are made from polyethylene so although no packaging yet is fully sustainable, Tetra Pak is committed to being a leader in sustainable packaging.
Tetra Pak introduced recycled caps/seals into Brazil earlier this year but this innovation is still a while away from being common across the full product range.”
“That, on top of FSC certification, makes us very proud of this particular package and very pleased that Tetra Pak has been able to partner with Parmalat to bring this innovation to Pauls Milk,” Mr Ayre added.