Dairy Processing - September/October 2023 - 48

PACKAGING
Beyond
the label
Dairy processors look beyond a one-size-fits-all
approach to on-pack communication.
by Allison Gibeson | dairyprocessing@sosland.com
I
n the past, neither dairy companies nor consumers
expected labeling to offer varied communication, but that's
all starting to change as brands offer an increasingly wide
variety of products and search for creative and efficient
ways to tell their stories and engage consumers. At the same
time, continually advancing the sustainability of labeling and
packaging materials is at the forefront for the industry.
Ensuring labels advance recyclability, stand out on the shelf
and provide opportunities to engage consumers are only some
of the details dairy companies keep in mind when creating labels.
EYEING CUSTOMIZATION
Tetra Pak is rolling out its custom printing business with
the goal of allowing dairy brands to engage consumers in a
new way through labeling. As the dairy industry continues
to expand the number of products it offers, a more flexible
approach to labeling has become essential, said Pedro
Goncalves, vice president of marketing.
" We are seeing much more diversification, and we are
seeing a need for better quality printing, " Goncalves said. " The
package can be the next big thing in terms of promotion, and
it can increase a lot of return on investment for promotion. "
Dairy companies have an impactful story to tell, and there
simply isn't enough room to tell it all on-pack. Additionally,
48 SEP-OCT 2023 | DAIRYPROCESSING.COM
consumers rarely go to brand websites, and expensive social
media marketing lacks return on investment, limiting the
effectiveness of other storytelling methods. Alternatively,
customized labels that tell different pieces of a company's
story from one product to the next offer an opportunity to
reach consumers in a more meaningful way, Goncalves said.
These considerations led Tetra Pak to launch its custom
printing business. The technology allows dairy companies
to not only deliver unique QR codes and aspects of their
story from product to product, but also to engage in various
promotions, contests and partnerships with other companies.
" Custom printing can open so many ways to engage
consumers, to acquire consumers, to increase purchase
frequency, to tell the stories of the brands, " Goncalves said.
Being able to tailor communications to different consumer
groups is also essential.
" If you run more SKUs to have more diversified
production, you are going to need a more flexible system, "
Goncalves said.
While the concept of digital printing isn't necessarily new, he
said most existing printers run at a speed of 300 feet per minute.
Tetra Pak's technology has been developed to run at 700 feet per
minute and offer a resolution of 1200 pixels by 600 pixels.
Still, many dairy processors have yet to see how they can
©Drazen-stock.adobe.com
http://www.DAIRYPROCESSING.COM
Dairy Processing - September/October 2023

Table of Contents for the Digital Edition of Dairy Processing - September/October 2023
