Tetra Pak and Mengniu Group have announced the launch of a limited edition Milk Deluxe Pure Milk range, showcasing 30 unique designs featuring masterpieces by Van Gogh and Monet. Packaged in Tetra Prisma® Aseptic 250 Edge cartons with DreamCap™ 26 closure, this special edition range is a result of a collaboration with Meet You Museum and is now available to consumers across Greater China, both online and in stores.
Mengniu is the first dairy brand globally to offer consumers these striking designs, utilizing the design variability of Tetra Pak® Custom Printing. These “handheld” works of art provide an immersive experience while enjoying a nutritious milk drink.
The demand for product personalization and authentic brand engagement is on the rise. For food and beverage manufacturers, leveraging technology like Tetra Pak® Custom Printing allows them to creatively respond to this demand, enhancing the connection and interaction with consumers. Packaging has become a crucial touchpoint between brands and end users, while maintaining food safety and quality.
Tetra Pak® Custom Printing, the first digital inkjet-based printing method in the carton packaging industry, allows for over 30 designs on a single packaging material reel without the need for physical printing plates. This technology produces sharper colors, detailed rendering, and softer, more natural color gradients. The vivid, eye-catching packaging designs create a unique visual experience for consumers, strengthening emotional bonds with the brands.
The flexibility of Tetra Pak® Custom Printing enables brands to produce limited ranges or commemorative editions of their products efficiently. It also allows F&B companies to quickly activate marketing efforts and respond to consumer trends, enhancing product innovation and seizing commercial opportunities.
"Tetra Pak® Custom Printing, with its high-quality printing capabilities and versatility, has helped us achieve mass customization," said Xiaoyan He, Senior Brand Manager of Milk Deluxe. "Our collaboration with Meet You Museum, fully utilizing this innovative solution, allows Chinese consumers to enjoy timeless art from Van Gogh and Monet daily. This is a powerful tool for fostering a personal dialogue with our consumers."
Julia Luscher, Vice President Marketing at Tetra Pak, added: “We are thrilled to help Mengniu bring famous masterpieces to customers’ fingertips through unique designs, fully leveraging Tetra Pak® Custom Printing. Elevating our offering, re-thinking marketing strategies, and charting new ways of consumer engagement are just a few ways we help our customers stand out. We are committed to continuing this with more F&B brands worldwide.”
