Parmalat and Tetra launch new milk carton

Posted by AFN Staff Writers on 13th September 2011

Australia’s largest dairy processor, Parmalat, in conjunction withParmalat Tetra carton packaging giant Tetra, has launched a new white milk carton.

Parmalat, which fields fresh white milk brands Pauls Full Cream, Rev and Skinny Milk in Victoria, claims the new packaging is the “first significant innovation in fresh white milk packaging for 10 years”.

Parmalat’s Rowville processing plant, in Victoria, has been undergone a A$2.2 million refit to allow a shift from existing gable top cartons to the new Tetra Brik Edge carton. Parmalat claims the new carton is easier to use and is the only Forest Stewardship CouncilTM certified milk carton available in Australia.

Pauls fresh white milk brands account for 50.8 per cent of Victoria’s branded fresh white milk grocery market.

Parmalat Australia’s General Manager of Marketing, David Waugh said, “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,” Mr Waugh said.

Tetra Pak Oceania’s 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.

From today (13 September 2011), the new-look Pauls milk cartons will be available in stores across Victoria.