Tetra Pak to launch industry-first full-color digital printing in 2020

18 Jan 2019 --- Tetra Pak will become the first company in the food and beverage carton industry to offer full-color digital printing on its carton packages, working in collaboration with Koenig & Bauer, a global leader in the field. The investment in digital on-package printing will offer new possibilities for beverage brands to customize products and differentiate branding.

The digital printing technology is touted as simplifying the complexity of design handling, reducing time from design to print and opening up new opportunities for flexibility in order placement and product customization. Beverage brands can take advantage of added benefits like dynamic on-package printing and the ability to include a variety of designs within the same order.

“Digital printing enables a customer to produce customized designs in smaller batches for special campaigns around holidays or other special events (e.g., the World Cup) or launch special designs and promotions for particular drinking products, such as on selected airlines. The digital printing process also allows them to test a new package design in a small market and with a limited number of products,” a Tetra Pak spokesperson tells PackagingInsights.

“Other benefits include the ability to include a variety of designs within the same roll, new and innovative ways to engage with consumers, greater traceability, and more flexibility in order placement.”

“We are committed to supporting our customers in capturing new opportunities in the digital era. Being agile, reacting to consumer trends and offering customization are vital differentiators within the food and beverage sector,” they add.

Currently being developed by Koenig & Bauer, the RotoJet full-width digital printer will be installed at Tetra Pak's converting plant in Denton, Texas, US, in 2020. The full-width digital printer is currently being built by Koenig & Bauer and will be installed at Tetra Pak’s converting plant at Denton, Texas. Field testing of the new, digitally-printed carton packages is expected to begin in early 2020 with North American customers.

Tetra Pak tells PackagingInsights that it will review the need for further development and installation of digital printers in more locations, based on where it makes sense from commercial and manufacturing perspectives. Meanwhile, Flexo Printing will remain the preferred alternative for the vast bulk of the company’s production for the foreseeable future.

Integrated QR codes
The Tetra Pak spokesperson highlights that digital codes can be integrated on the overall carton design because the digital printing is in full color.

“With integrated digital codes that facilitate augmented reality, the package can now be fully ‘connected,’ making it not only easy for consumer interaction but also for providing traceability in the supply chain and improving efficiency, especially for e-grocery,” the spokesperson explains.

“We are committed to helping our customers explore new avenues with a truly ‘smart’ package, supporting their need for product customization, smaller batch sizes, greater traceability and the ability to interact with the consumer,” says Charles Brand, Executive Vice President, Product Management & Commercial Operations at Tetra Pak. “Our investment in this digital printer demonstrates our commitment to support customers with future-proof technologies as the digital revolution transforms the way we all do business.”Tetra Pak's converting plant in Denton, Texas, US.

Carmen Becker, President and CEO of Tetra Pak US and Canada, comments: “Brands continue to look for opportunities to deliver greater customization and personalization of their products. We’re thrilled to offer our customers new and innovative ways to engage with consumers, all while increasing flexibility in the design and order process.”

Christoph Müller, Member of the Board of Koenig & Bauer adds” “We are absolutely delighted that Tetra Pak has decided in favor of our digital printer. Collaboration between our companies is on an extremely constructive and trusting basis. I am sure that, together, we will significantly change the market for the benefit of Tetra Pak customers.”

By Joshua Poole, with additional reporting by Laxmi Haigh