Parmalat invests in new Tetra Pak milk packaging

Parmalat, which fields fresh white milk brands Pauls Full Cream, Rev and Skinny Milk in Victoria, is launching 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 is claimed to be easier to use and is the only Forest Stewardship Council certified milk carton available in Australia.

Pauls fresh white milk brands account for 50.8% 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.

“Our white milk brands continue to enjoy strong loyalty and hold market leadership in Victoria,” said Parmalat Australia General Manager, Marketing, David Waugh.

“Moving to this new-look Pauls one-litre carton tells a great story about our confidence in the white milk category.

“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,” Waugh said.

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 FSCTM 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.

“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,” Ayre said.

The new-look Pauls milk cartons will be available in stores across Victoria from 13 September.