The package has been designed to help food and beverage brands add a new eye-catching dimension to their packs.
For the first time, the holographic packaging material will be produced at Tetra Pak’s manufacturing site in Chakan, Maharashtra. The Warana Ghee in Tetra Pak cartons will first be available in Maharashtra, with major focus on Mumbai, Marathwada and Vidarbh.
Adulteration of food items, especially edible oil and ghee, is a big challenge in India, and increasing demand for ghee is leading to malpractices like counterfeiting, leading to quality concerns.
Mohan Yedurkar, managing director, Warana Dairy, said, “Warana ghee is made from the best quality milk, with very good aroma and flavour. The Tetra Pak carton package protects the goodness of the ghee and is also tamper evident. This helps minimise chances of adulteration and counterfeit. The holographic effect makes it stand out on the shelf, making Tetra Pak Reflect the perfect fit for our ghee range.”
Yedurkar added that these packs are paper-based and environmentally sound, which is a priority for the company.
Praneeth Tripurari, marketing director, Tetra Pak South Asia, said, “We are pleased to partner with Warana Dairy in bringing safe, authentic, high-quality ghee to the discerning Indian consumers, using our state-of-the-art packaging and processing technology. We are especially proud that the Tetra Pak Reflect packaging material is now being made in India, at Chakan, making it a truly local offering.”
Warana is among the leading dairy cooperatives in Maharashtra and also exports its products to gulf countries like Kuwait, Saudi Arabia and Sarah, African countries, Bangladesh and China. In India, the company offers milk, lassi and buttermilk in Tetra Pak cartons. This is the first time the company has introduced ghee in Tetra Pak cartons.
Tetra Pak's aseptic cartons are designed to protect the food inside from spoilage by creating barriers against external elements like air, moisture and sunlight. At the same time, the cartons are paper-based, with 75% of a carton being paper-board, and the rest being polymer and aluminium to protect the food from spoilage. These cartons are recyclable, with over 40% of cartons being recycled in India.