Tetra Pak today unveils its new Marketing Services program that providing tailor-made support to food and beverage brands in the challenging world of product innovation.

Launched at PACK EXPO Las Vegas, the comprehensive service involves customers in a collaborative journey--from idea generation through product and package design to launch.

The full program includes:

• working with the customer to understand their ambition
• exploring potential opportunities
• defining brand positioning
• prototyping product formulations
• designing the package
• supporting the launch
• evaluating consumer feedback
• refining the product until it achieves market success.

The modular nature of the Marketing Services program allows customers to select precisely what is right for them in relation to working alongside Tetra Pak either through the entire process or using specific elements to meet their individual needs.

“For years, Tetra Pak has shared market insights and product concepts with customers. Now, with Marketing Services, we are able to support brands in a more collaborative, comprehensive and cohesive way,” explains Libby Costin, vice president of marketing at Tetra Pak. “Each one of our customers has their own, very different opportunities and challenges. Marketing Services can be tailored to suit every brand, helping the customer deliver innovative product solutions that meet their own needs, as well as those of the consumer.”

An important feature of Tetra Pak’s new Marketing Services concept is the network of Customer Innovation Centers (CICs) now being constructed by Tetra Pak in key locations around the world, providing fully equipped, dedicated resources for collaboration projects. Each CIC is fitted with tools and technologies designed to support brainstorming, research, product design and development, as well as formulation testing. CICs will be located in Denton, TX and around the world in Brazil, China, India, Italy, Japan, Singapore, Sweden and United Arab Emirates.