Fear of failure is a major barrier to innovation, and the fear factor increases when both the product and the package are new and different. To overcome innovation inertia, Tetra Pak Inc. is taking a do-it-yourself approach to risk assessment for Tetra Wedge Aseptic (TWA), the microwaveable carton that substitutes silicon oxide for aluminum in the barrier laminate.
TWA debuted in Finland two years ago ("Aseptic container wedges open door to microwave," Food Engineering, May 2005) and has spread to other countries in Europe. The first modified TBA/19 filler with an ultrasonic transversal sealer arrived stateside a year ago, but food companies and copackers are skittish about making a capital commitment. To create demand, Tetra Pak is filling Chef Creations sauces at its Denton, TX, pilot plant in partnership with grocery chains such as Kroger, Winn-Dixie and Safeway and Orlando, FL-based Culinary Concepts Inc. and to make the business case.