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An unlikely combination

Billed as the world’s first aseptic carton bottle, the Tetra Evero is designed to shake up the shelf-stable dairy category in the U.S. market.

Combining the body of a liquid carton with a plastic top, the Tetra Evero aseptic carton bottle features the functionality of a bottle with the environmental and aseptic benefits of a carton. Photo courtesy of Tetra Pak.
Combining the body of a liquid carton with a plastic top, the Tetra Evero aseptic carton bottle features the functionality of a bottle with the environmental and aseptic benefits of a carton. Photo courtesy of Tetra Pak.

What do you get when you merge the functionality of a bottle with the environmental and aseptic benefits of a carton? The Tetra Evero from Tetra Pak. Billed as the world’s first aseptic carton bottle, the Tetra Evero will debut in the United States in February in an effort to make inroads in the shelf-stable dairy segment, a category that has not fared as well in America as it has in the rest of the world.  

The Tetra Evero initially launched in 2011 in Europe, helping the brands that used it achieve incremental growth. Gossner Foods hopes for the same success. The Logan, Utah-based contract manufacturer is the first U.S. company to test the Tetra Evero carton bottle, which combines the body of a liquid carton with a plastic top and cap. The company plans to use the packaging for its Kahlua Coffee Creamers; High Brew Coffee, a cold-brew coffee brand; and Healthy Living alternative dairy products. With its distinctive, nostalgic shape, eco-friendly attributes and aseptic properties, the Tetra Evero is suited for premium brands and should help American consumers become more comfortable with shelf-stable dairy products, according to Kelly Luthi, vice president of aseptic operations at Gossner Foods. 

“The U.S. has a difficult time from a consumer standpoint with buying milk in an ambient state in the grocery stores,” Luthi says. “This package is a little more appealing for that. We’re looking to get just a little bit more consumer buy-in to the thought of ambient milk.”

“We think it’s a great tool for American beverage companies to use to differentiate on the shelf,” says Carmen Becker, president of Tetra Pak for the United States and Canada. “It also opens up a large array of opportunities when it comes to formulation, to shipping and storage, and to merchandising.”

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