Because shelf presence is critical to the success of a new product, Hain turned to Tetra Pak, a leader in aseptic packaging, when it first looked to launch the Westsoy beverage in a single-serve container. The resulting Tetra Wedge package makes a strong impression while delivering the extended shelf life benefits of aseptic packaging.
"This was a unique opportunity for two companies to each benefit from the launch of the other's individual consumer product," recalled Janice Palmer, account manager for roll-fed packaging systems at Tetra Pak.
In addition to driving sales, the Tetra Wedge provided the additional benefit of aseptic technology. Packaged in paper fiber packaging, the Tetra Wedge is 5.25 inches tall, three inches wide on top and two inches wide on the bottom. With a larger front panel and new "fun" shape for differentiation, the packaging itself became a unique branding tool.
In preparation for a soft-launch, Nordic Aseptic in Minnesota packaged for Westsoy. The filling machine used to package the soy beverage in the Tetra Wedge Aseptic was the TBA/19 with a built-in Tubex straw applicator. Run at 6000 p/h, the paper fiber packaging was roll-fed. The unit also includes a Final Folder and an optional dating unit.
The single-serve Westsoy line plans to distribute in 15 flavors, consisting of its core products (13 soy based and 2 rice based), as well as a soy/juice blend called Westsoy JuiceBar and the tea-based Westsoy Chai.
"We've been very pleased with the early results of the soft launch," said Jacobson. "Though it will take several months before we have tangible findings, early consumer reaction to Westsoy in the single-serve has been very positive."
Tetra Pak, Inc. , 101 Corporate Woods Parkway, Vernon Hills, IL 60061, Tel. (847) 955-6000