Italians introduced to Tetra Rex Plus

This summer, Tetra Pak Italia launched two products in Tetra Rex Plus 1L cartons – Latte Busche’s Lemon Sorbetto and Latte Trento’s Latte Trento milk. The Lemon Sorbetto from Latte Busche is a non-alcoholic icy slurry that is a refreshing antidote to be shared with the entire family during hot summer nights.

This summer, Tetra Pak Italia launched two products in Tetra Rex Plus 1L cartons – Latte Busche’s Lemon Sorbetto and Latte Trento’s Latte Trento milk. The Lemon Sorbetto from Latte Busche is a non-alcoholic icy slurry that is a refreshing antidote to be shared with the entire family during hot summer nights. “We wanted a recognizable yet attractive package that would catch the eye of the consumer while she is shopping. This is why we used a metallic 1L Tetra Rex Plus design with basecap to give it more eye appeal, plus the bigger cap diameter makes it easier to pour the product into a glass to share with others”, says Riccardo Vellani, Tetra Pak Italia’s Key Accounts Manager for Latte Busche. So far the product is being distributed in the frozen channel (-20 C) so the shelf life can reach up to 2 years. Lattebusche is now running shelf life tests in order to cover also the chilled channel in the near future. Average selling price for this product is around 4.5 €/unit, the product is doing very well on the market even it’s still in introduction phase (40% of the targeted selling points have been covered so far). Latte Trento also chose the Tetra Rex Plus 1L carton for its latest milk product because of its package appeal and pouring ease. Daniele Bonasegla, Key Accounts Manager for Latte Trento says that the Tetra Rex Plus package is a new type of gable top package, never before seen by Italian consumers, and Latte Trento intends to expand their current distribution of the Tetra Rex Plus to other regions of Italy. In addition, Latte Trento is using the package design of their product to promote the importance of recycling with one side panel stating, “Tetra Pak beverage cartons are 100% recyclable. Tetra Pak containers are good for the environment”. The customer states this comment on their other promotional materials as well. Latte Trento milk has a shelf life of 15 days and is sold at approximately -€ 1 per pack. For more information on these two new Tetra Rex Plus products from Italy, please contact Riccardo Vellani for Latte Busche’s Lemon Sorbetto, and Daniele Bonasegla for Latte Trento.