Let's look at marketing at Tetra Pak using the 4Ps.

The company offers a full range of modern attractive food packaging. All of our packages provide consumer convenience, ease of opening, optimal shelf life and all the opportunities to promote the customer's brand.

The range of packages includes:

• Tetra Brik Aseptic (there are more than a thousand configurations for this pack to suit any market need. The simple rectangular shape and no need for refrigeration makes it economical and energy efficient. Finally, it's just brilliant)
• · Tetra Prisma Aseptic (package combines an unusually attractive look with versatility, which makes it ideal in a wide variety of situations. Its original bright image is very popular with modern consumers. It is an ideal package for high-quality fruit juices, delicious flavored and fortified milk, fermented milk products, iced tea Tetra Prisma Aseptic packaging is an opportunity to offer the consumer a superior premium carton package with a unique, eye-catching and ergonomic shape. )
• · Tetra Gemina Aseptic (the world's first roll-to-roll packaging for bottling milk-based juices and drinks that meets all aseptic requirements. Consumers love Tetra Gemina Aseptic packaging - modern and eye-catching. Convenience, safety and nutritional preservation of the product are combined in it with high functionality and a new image.Tetra Gemina Aseptic is shaped, filled and sealed in a filling machine based on the proven and proven Tetra Pak A3/Flex platform.Packaging is available in the following sizes: 500 ml, 750 ml and 1000 ml)
• · Tetra Evero Aseptic (Tetra Evero Aseptic 1000 ml) is the world's first aseptic carton for milk. It successfully combines the convenience of pouring from a bottle with the environmental benefits of cardboard. Consumers find the package more convenient to open and pour than other bottles, according to independent research.Tetra Evero Aseptic is originally targeted at the UHT white milk market, including milk fortified with calcium, protein, fiber (inulin), vitamins A and D, and some minerals)
• · Tetra Clasic Aseptic (The unique shape of the Tetra Classic Aseptic package appeals to both the young and those who are always young at heart. This package has a strong personality that sets it apart from many others. As for the content, consumers know they can expect for a safe and nutritious product that has undergone high temperature processing.The product in this package does not need preservatives and remains fresh and tasty without refrigeration for up to twelve months.Tetra Classic Aseptic packaging really stands out on store shelves.It has a familiar characteristic shape and a surface that suits for bright, eye-catching packaging Aseptic technology guarantees the quality of the content Tetra Classic Aseptic is suitable for juice-based drinks, milk, popsicles, iced tea and viscous products Thanks to its pyramidal shape, this packaging uses a minimum amount of packaging material , what provides both economic and environmental benefits. It provides the possibility of 100% sealability of the surface.
• · You can also equip this pack with one of the many types of straws for drinking on the go)
• · Tetra Fino Aseptic (Tetra Fino Aseptic is an attractive solution for families looking for economical packaging that guarantees product safety. Packaging is specially designed for all types of milk (including soy, buffalo, recombined and chocolate), juices and teas. Tetra Fino Aseptic is designed to withstand harsh conditions during transport and storage Available in 200ml, 250ml, 500ml and 1000ml sizes 200ml and 250ml portion packs with a straw hole allow you to drink on the go)
• Tetra Wedge Aseptic (Tetra Wedge Aseptic is a modern, attractive and trendy package. Thanks to its unusual shape, it stands out on the shelf. This is an excellent opportunity for young people to express themselves through the drink they drink. The package is available in two volumes - 125 and 200 ml. It's made from lightweight packaging material so it's easy to transport and store, allowing you to cut costs - and minimize your environmental impact.You can attach a straw to the package, making it ideal for on-the-go drinks - iced tea, juices , flavored drinks, energy shakes, and other soft and refreshing drinks.This package is very convenient to hold in your hand)
• · Tetra Brik (Tetra Brik is a high-quality packaging solution for pasteurized products. This packaging is also used for products containing live yoghurt cultures and probiotics. The packaging is available in five formats: the well-known Baseline, Midline, Squareline and Slimline rectangular plus the new Edge format. New Tetra Brik Edge packaging differentiates itself in both appearance and palletization with its bevelled top and lid position. (Depending on the format, the volume of Tetra Brik packaging varies from 200 to 1000 ml)
• · Tetra Top (Tetra Top is an excellent range of packaging for pasteurized products. A wide range of sizes, shapes and styles allows you to use the packaging in any situation - it is easy and safe to store milk in the refrigerator, have a quick snack with yoghurt dessert during a break or take a sip of a refreshing drink after a workout. Tetra Top packaging combines a cardboard base with a plastic lid, combining the best of different packaging types Available in a wide range of shapes and sizes from 100 ml to 1000 ml All packages have convenient lids that are very easy to open and close These packages allow efficient use of space, easy storage and disposal - just flatten them and send them for recycling. Tetra Top packages have all the qualities that contribute to the maximum promotion of the customer's brand in shopping centers. The entire cardboard surface can be used for printing information addressed to the consumer)
• Tetra Rex (Tetra Rex packaging has long been known and loved by consumers. It is convenient for logistics and very practical. Tetra Rex has been in use since the sixties of the last century, and having produced 200,000,000,000 of these packages since then, the company has gained extensive experience in improving its own popular and common carton packaging in the world.Tetra Rex is an excellent choice for packaging pasteurized milk and juice-based products that require refrigeration.The package is available in several sizes and you can choose from three shapes: standard, narrow and Tetra Rex Plus)
• Tetra Recart (Tetra Recart is a food carton specially designed for the canning industry, designed to be a modern alternative to traditional cans and glass jars. This is the world's first autoclaving carton handling and packaging system designed for food products consisting and particles of virtually any size.Products such as beans, vegetables, tomatoes, soups and sauces are sterilized right in the carton and stay fresh for 24 months)
• Straws (high quality drinking straws make packaging more attractive to the consumer, which is why the company designs, manufactures and markets its own drinking straws. Straight, U-shaped, telescopic and sensory straws are offered. You can order straws of various lengths and diameters from us. A wide variety colors will help you match the straws to your packaging.You can also choose spiral striped straws.The choice of drinking straws depends on the viscosity of the product, as well as the shape and size of the package)

Tetra Pak provides a full range of processing and packaging solutions for dairy products, soft drinks, baby food, wine, ice cream, cheese, finished products, soy products, and pet food.

As you know, Tetra Pak operates on the B2B market. The task of the company is to make the customer's company more profitable. The range of business solutions includes the supply of equipment, technologies, integrated plant automation systems, technical support and staff training. Tetra Pak supplies complete technological solutions for the production of milk, cheese, ice cream, beverages and ready-to-eat foods. There are also innovative solutions: Tetra Vertenso - for the production of beverages, Tetra Victenso - for the production of finished products or Tetra Lactenso Aseptic - for the production of milk and dairy products.

Tetra Pak offers a complete range of group packaging equipment including conveyors, stackers, cartoners, cartoners, roll containers and shrink wrapping machines. These devices are specially designed for packaging lines and packaging. The equipment is easy to operate and is an effective solution for all parts of the production chain. Many products are transported over long distances and need to be protected from harsh environments, which is why Tetra Pak offers a range of bulk packaging equipment to ensure products are protected on their way to the point of sale.

Technical service

Tailor-made technical service solutions and services help customers reduce downtime, lower costs and increase overall productivity. The services offered by the company are divided into four areas:

• · Pre-production services - the main task at this stage is to bring the equipment to a given performance within the estimated time frame.
• · Production support services are focused on maintaining business continuity, optimizing costs and minimizing downtime.
• · Efficiency improvement services. Work on the optimization of all production processes in order to find additional reserves to increase efficiency and reduce the cost of final products.
• · Training services provide an opportunity to ensure the necessary qualification of personnel throughout the entire life cycle of the equipment.

Ecology

Tetra Pak chooses renewable raw materials and cooperates with the World Wildlife Fund (WWF) to restore natural resources to the highest standards. It also seeks to minimize the impact of activities on climate change. The packaging itself contributes to the preservation of the climate. Aseptic packaging makes it possible to transport the product over long distances and store it for a long time without refrigeration, which is especially important for developing countries. This reduces the leakage into the atmosphere of gases used in refrigeration plants. The product in aseptic packaging is safe and does not need to be boiled before use. This reduces the emission of harmful substances from gas and other stoves, and also reduces the cost of the product itself for consumers. By expanding the boundaries of responsibility, the company seeks to promote economic development by providing assistance and support to low-income segments of the population in different countries and those affected by natural disasters. Work is carried out within the United Nations, the Global Alliance for Improved Nutrition (GAIN), the International Osteoporosis Foundation (IOF) and the World Health Organization to support a wide range of development programs such as school milk.

Over 25 billion packages were recycled in 2008 .

During 2012, more than 20 billion FSC™ (Forest Stewardship Council)-labeled cartons were produced, demonstrating that the wood used in their production came from responsibly managed forests and complies with international environmental standards .

Because Tetra Pak operates in the B2B market, the prices for the supplied goods and services are determined in contracts concluded with consumers (customers). The pricing policy of the company is not specifically spelled out. Basically, Tetra Pak adheres to an individual approach to determining price lists.

According to the company itself, the growth of its activities is largely due to the presence of orders in Eastern Europe and Russia. Today, one of the most important sales markets is directly the Russian Federation.

At Anuga FoodTec 2012, Tetra Pak, a world leader in food processing and packaging, introduced its Efficiency Guaranteed Service Solution, the latest development in technical services to improve and maintain equipment stability throughout its lifecycle.

Ensuring a guaranteed level of efficiency

Remaining committed to long-term cooperation with its customers, Tetra Pak offers a guaranteed performance solution, which is a special service contract that will ensure that the performance of the equipment meets pre-agreed levels for the entire specified period of time.

Speaking at Anuga FoodTec, Tetra Pak Vice President of Technical Services Steve Wyatt said, “The Efficiency Guaranteed solution puts the focus on customer collaboration and improves system performance and predictability, which in turn delivers reduction of production costs".

The cost of downtime is difficult to measure and often underestimated, especially for systems with high utilization. With a comprehensive, coordinated plan focused on reducing operating costs and maximizing productivity, Tetra Pak guarantees its customers maximum reliability. Simplified management and a clear division of responsibilities between Tetra Pak's customer staff and service engineers also contribute to more personalized service and customer satisfaction.

The basis of the solution is the fulfillment of specific customer requirements

The service solution covers virtually every aspect that affects line performance, including operator skill, parts quality and on-time delivery, maintenance experience, recommendation implementation, quality assurance, and work environment.

At the heart of the guaranteed performance solution and other customized service offerings is Tetra Navigato™, Tetra Pak's portfolio of services, which is used to develop a solution based on specific customer needs. The portfolio of Tetra Navigato is divided into nine areas, which makes it easy to identify the services that will be the subject of the contract and will bring maximum benefit to customers in the future. These areas are automation services, environmental services, production optimization services, installation services, maintenance services, parts supply and logistics, remote support, training and quality management.

Long-term Service Contracts for projected operating costs

Tetra Pak also presented its new Service Solutions at Anuga FoodTec, including an Operational Cost Guarantee (OCG) contract. OCG is a long-term contract providing products and services that will enable Tetra Pak to deliver stable, validated, controllable and predictable operating costs for customers. The OCG service contract provides a gradual, measurable reduction in the customer's operating costs and creates a solid foundation for the implementation of a system of continuous improvements in production. This service is currently limited in scope.

In order to better communicate the benefits of carton packaging to customers and understand consumer shopping behavior, Tetra Pak is committed to working with customers and retailers in a three-way business model. Cooperation between Tetra Pak, liquid food manufacturers and retail chains develops in three main areas:

• 1. Informing retailers about the benefits of carton packaging
• 2. Development of categories of milk, juices and nectars, baby food, wine and conservation
• 3. Communication with the consumer in order to convey the benefits of carton packaging (see diagram in Appendix L)
• 4) PROMOTION

Consider the highlights of the Tetra Pak promotion.

The viral campaign was launched by Tetra Pak at the end of 2008 as part of a PR campaign to promote juices and nectars in cardboard packaging. The objective of this campaign was to develop a stable positive image and behavioral stereotype of the target groups in favor of juices and nectars in cardboard packaging. This is the first stage of a long-term program to build the image of Tetra Pak carton packaging. Moreover, at this stage, the focus was on cardboard packaging as such, without mentioning the Tetra Pak brand.

The target audience of the campaign was diverse: all end consumers of juice, as well as the media, experts and professional society. Considering the vastness of the target audience, various communication channels were used within the framework of the PR campaign. In particular, in order to expand the audience and influence its young and active part, it was decided to use viral marketing on the Internet.

Moreover, unlike the messages that were sent through other channels, here the emphasis was not on the rational side (why juices are useful, how useful they are, why packaging is important and how cardboard packaging protects and preserves the product), but on the emotional and image side - by creating a stable connection: "juice = package".

"Mumu" "Anna Karenina"

TETRA PACK DAY - 2010

SPN Ogilvy Communications Agency organized the Tetra Pak Day at the Swedish Design Festival in Moscow.

As part of the Tetra Pak Day, a master class "Current trends in the design of cardboard packaging" was held with the participation of the head of the design department at Tetra Pak Rupert Neville, the general director of the Stockholm branding agency "Amore" Bjorn Drofark, the vice president for environmental protection of Tetra Pak Alexander Barsukov, as well as representatives of the Association of Branding Companies of Russia.

The master class discussed current trends in the field of graphic design of cardboard packaging in Russia and the world, as well as environmental aspects of its production. The event attracted a lot of attention from designers, journalists and partners of Tetra Pak.

SPN Ogilvy has been providing subscription PR services to Tetra Pak since 2009. In addition to organizing media communications, the agency participates in the publication of Tetra Pak's corporate magazine "Life Form" and holds events for employees and clients of the company.

German designer "poured" alcohol into Tetra-Pak packages - 2011

German designer Jörn Beyer has presented an unusual packaging concept for alcoholic beverages called "Ecohols".

The designer was interested in how people would react when they saw well-known alcohol brands not in the usual glass bottles, but in Tetra-Pak packages. As a result, he got a small line of "Ecoalcohol", consisting of boxes of Jack Daniels whiskey, Absolut vodka and Jägermeister liqueur.

You should not look for this original series in the sale, as it is just a concept. Anyway, for now.

"PACKAGES, GIVE UP!" - 2012

In April 2012, the first environmental campaign "Packages, give up!" for the collection of used cardboard packaging in Moscow and St. Petersburg, organized by Tetra Pak and Volkswagen Commercial Vehicles. The action was held with the active support of local authorities and the National Packaging Union.

The goal of this unique project in Russia was to draw the attention of residents of the country's two largest megacities, as well as government agencies and participants in the waste management system, to the need to introduce separate collection of municipal solid waste for their further processing. As part of the action "Packages, give up!" Since March 6, 2012, Volkswagen Caddy cars have been parked near 27 Moscow metro stations and 12 St. Petersburg metro stations, accepting Tetra Pak packaging from everyone. Everyone who brought more than 5 packs received a unique pen made from recycled Tetra Pak packaging as a gift. Every one or two weeks, mobile reception points moved from station to station in order to give the opportunity to take part in the action to as many citizens as possible.

Residents of Moscow and St. Petersburg enthusiastically accepted the idea to contribute to environmental protection. In two months, cars standing at the exits attracted the attention of about 800,000 people. Kuntsevskaya, Bratislavskaya and Ryazansky Prospekt in Moscow and Sportivnaya, Akademicheskaya and Narvskaya in St. Petersburg became the “record holders” in terms of the number of packages collected. In total, during the action, the townspeople handed over more than 30,000 Tetra Pak packages, which were sent to processing enterprises.

“The high interest in our action on the part of the residents of the two capitals and the support of the municipal authorities confirm that the “green” consciousness of Russians is becoming more mature, responding to global trends. The introduction of the practice of separate waste collection is the basis for the successful development of the recycling industry, which would not only help solve the problem of household waste disposal, but would also make recycling enterprises a source of valuable secondary resources for other industries. In its development strategy until 2020, Tetra Pak defines environmental sustainability and efficiency as one of its business priorities. And we will continue our efforts to educate and popularize responsible consumption and a prudent attitude towards the environment in Russia,” says Alexander Barsukov, Vice President for Environmental Protection at Tetra Pak.

Russian cities are experiencing a serious burden from a large amount of household waste deposited in landfills and landfills. Waste sorting and subsequent recycling of most of the waste can significantly reduce the negative human impact on the environment. Tetra Pak packaging for liquid food products can be technologically recycled without residue, the volume of its processing in Russia is increasing every year. In 2011 alone, almost 10,000 tons or about half a billion Tetra Pak packages were processed in Russia.

Containers for collecting used Tetra Pak packaging and subsequent removal for recycling are already in the offices of some Tetra Pak customers, Nestle (Nespresso), Courtyard by Marriott Vasilievsky, Renaissance Baltic Hotel and Park Inn by Radisson Nevsky in St. Petersburg, also to the initiative to collect used packages joined the Central Park of Culture and Leisure them. Gorky as part of the Green Week, the Vorobyovy Gory Ecocenter in Moscow and others.

Tetra Pak has decided not to stop the action "Packages, give up!" near metro stations, and since May this year in Moscow and St. Petersburg, Volkswagen Caddy cars with the symbols of the campaign are once again accepting used Tetra Pak packaging from everyone.

In the action "Packages, surrender!" also participating is X5 Retail Group N.V., Russia's largest retail chain in terms of sales. Mobile Tetra Pak packaging collection points will meet visitors to eleven Perekrestok supermarkets in Moscow and St. Petersburg for three months.

CONTAINERS FOR COLLECTING PACKAGES

The Tetra Pak company is seriously involved in environmental issues and waste management. Employees of the company want to instill in people the idea that packaging is not useless garbage and should be recycled.

The manufacturer's educational program in lectures, leaflets and posters explains the value of packaging and why it should be recycled. And in schools and offices, special containers are needed to collect empty containers, in order to then take out the “harvest” for processing.

The studio came up with what containers should be, brought them to production, composed the names of several promotions and created logos for them.

The best way to get kids to do something useful is to turn the task into a game. For schools, the studio created a "recycling monster" - a colored container that makes children want to feed it their bag (after drinking milk). A full bag does not fit into a monster.

The front of the "monster" has a cute belly and instructions. There are a lot of slots for bags - so that children do not queue at recess, and the sizes of the holes are adjusted to the folded packaging and are not suitable for disposing of diaries and textbooks.

"Monster" consists of two halves (to make it convenient to produce) and is locked. The cleaning lady opens the container, pulls out the filled bag from the inside and hangs up a new one.

There is also a place for a speaker and a photocell so that encouraging sounds are heard when the bag is pushed through.

Adults in offices also drink juices and milk from paper bags and are also not hopeless for educating environmental awareness. The office "monster" is similar to the school one, only the color is more modest. Its front panel is made from tectan, which is what the Tetra Pak packaging is made into after recycling. Tektan resembles plastic, cardboard and plywood at the same time, and furniture and other useful things are made from it.

One of the top slots has been enlarged to accommodate larger packages. The speaker was originally sacrificed in favor of silence and common sense.

People quickly get used to it: eat it yourself - feed the "monster".

SHARE CORPORATE Identity

The starting material for the graphic design of the programs was an empty tetrapak package. The action received a cheerful name - the slogan "Packages, give up!" and a logo with a white flag package.

Popularly written pamphlets are intended for teachers and other adults. And for school canteens, a poster was invented that clearly explains to an audience of all ages what the essence of the event is (see Appendix M).

In addition to the action "Packages, give up!" a "Demonstration Program" is also planned, within the framework of which information materials will be distributed. Another sign was made for her from a folded package.

All studio work is collected in a brand book, which tells and shows how to manage logos, instructions and drawings.

As a result, it turned out that the tetrapak package is a wonderful basis for any logos.

The transnational company Tetra Pak is a world leader in the production and processing of packaging. Tetra Pak operates in over 170 countries and employs over 22,000 people. The company implements a good assortment policy, offers a special technical service, because. Tetra Pak operates in the B2B market. Also, the company implements a flexible pricing policy, applies an individual approach to each client. The main sales markets are Eastern Europe and Russia. And also Tetra Pak is widely known for its bright promotions and advertising campaigns.

Tetra Pak aseptic packaging is a six-layer material consisting of approximately 75% cardboard, 20% polyethylene and 5% aluminum foil. Each layer performs its function, and together they provide long-term and safe storage of the packaged product, creating an effective barrier against bacteria and external negative influences.

Easy to open

1. outer layer of polyethylene

Does not allow the packaging to leak and prevents the penetration of moisture from the outside. It also protects the printed design on the cardboard.

22%

outer layer of polyethylene

Chemical formula of polyethylene:

Polyethylene is non-toxic, does not leak, and is resistant to many chemicals (except acids). Its protection against the oxygen contained in the air is reliable and sufficient - both for perishable products (eg pasteurized milk) and for long-term storage products.

2. Cardboard

Cardboard is the basis of Tetra Pak packaging. It gives it the desired shape and is responsible for strength.

3. Polyethylene bonding layer

The thinnest layer of food-grade polyethylene serves as a link between cardboard and foil.

4. Aluminum

The thickness of the foil in a Tetra Pak package is only 6 microns. In aseptic packaging that allows food to be stored without refrigeration, it protects the product from sunlight, oxygen and odor penetration.

5. Polyethylene bonding layer

Another layer binds the foil to a special food-grade polyethylene in contact with the product.

6. Polyethylene inner layer

A layer of special polyethylene for contact with the product.

What eco-friendly packaging can do

Tetra Pak's state-of-the-art, high-performance and sustainable carton packaging conserves and conserves natural raw materials and the energy used to produce it. It preserves all the useful properties of natural products in the best possible way, minimizes product losses during transportation and storage, and also saves space on store shelves and at home. Closed aseptic packaging does not require refrigeration during transportation, warehousing and display in sales areas. Tetra Pak cartons are 100% recyclable and a valuable secondary raw material for many manufacturers.

What else is important to know about Tetra Pak carton packaging

On the way to the stars In July 1979, a space flight took place using food stored in Tetra Pak packaging.	compactness Due to its shape, Tetra Pak carton packs take up minimal space in the back of a truck in transit, in the warehouse, on the store shelf and at home.	Refrigerator not required Aseptic packaging makes it possible to dispense with refrigerated vehicles when transporting packaged products - in any weather, in any climate, to any place and over any distance.	A light weight Carton packaging is one of the easiest beverage storage solutions. Over the past 15 years, the average weight of a carton package has decreased by 20%.

Milk is one of the most sought-after food products, the consumption of which is growing every year. Milk packaging affects the quality and final cost of the resulting product. Therefore, it is important for the manufacturer to choose the best packaging method so that the packaging meets the requirements of the legislation and the consumer, is attractive and cost-effective. In the article, we will analyze the features of different types of milk packaging, requirements for it, design and labeling, what are the bottling lines for dairy products.

Milk packaging

milk packaging requirements

Milk going on sale must be bottled in packaging that meets the conditions of the technical regulation of the Customs Union TR TS 005/2011 "On the safety of packaging". The criteria specified in the TR allow you to save the useful and taste characteristics of products throughout the shelf life.

Milk packaging is required to meet the following criteria:

1. It must be dense and opaque, otherwise its shelf life will be greatly reduced.
2. The packaging should not have its own smell and should not allow the penetration of foreign odors.
3. In the production of milk containers, only high-quality materials can be used that do not contain metal, volatile compounds and are resistant to the fat contained in milk.
4. Dairy containers should contain information about the shelf life of products, principles of use, information about the manufacturer's organization.

Kinds

Currently, there are such types of milk packaging:

1. Packing milk in bags;
2. Tetrapack (pure pack);
3. Glass container;
4. Plastic (PET) bottles.

The first two options are the most common types of milk packaging. Let's consider them in more detail.

Milk bags

Soft packaging for milk today has gained great popularity due to its low cost and ability to preserve the beneficial properties of the product.

Milk bags are produced in 3 layers, the thickness of the milk film varies from 70 to 90 microns, the optimal thickness suitable for most filling lines is 80 microns.

Each layer has its own structure and functional features:

• the outer layer is white, it contains information about the product (manufacturer, expiration date, composition, etc.);
• the next layer is black, is medium. Its purpose is to protect milk from the penetration of sunlight;
• the inner layer of the bag is made of neutral transparent polyethylene without impurities and odors, as this layer is in contact with milk.

The advantages of soft packaging are:

• preservation of the taste and useful properties of the product due to blocking the penetration of sunlight;
• protection of milk from dangerous microorganisms due to the 3-layer composition of the package;
• in comparison with other packages (glass, cardboard), the soft package has a small weight;
• product cost. The price of packaging milk in a soft bag is lower than the price of a product in glass, cardboard or plastic containers.

The disadvantage of soft milk bags is instability. But to solve this problem today, you can use clips, jugs for bags with the function of opening it, and so on.

The taste and quality characteristics of milk in different containers are no different.

Tetrapack (pure pack)

In order for milk to retain its taste and valuable characteristics for a long period of time, it undergoes ultra-high processing, which consists in rapid heating to 137-140⁰С and rapid cooling to room temperature. Next, the products are poured into packages.

Milk in a tetra pack

Such strong temperature effects on milk do not in any way change its taste and the amount of vitamins and microelements, but they make it possible to rid the product of harmful microorganisms.

To preserve the taste and useful properties of milk, manufacturers use tetrapack packaging, which allows you to preserve products. Tetrapak milk bags are made with six layers. The packaging is made from sealed layers of polyethylene, which prevents moisture from penetrating inside, while maintaining product quality. It is placed with the 1st layer and the last 2 layers. A significant part of the material for packaging is cardboard of increased density to give shape and hardness to milk packaging.

Another advantage of milk in tetra packs is the presence of the thinnest layer of aluminum foil. It protects from the negative effects of the sun and foreign odors. Due to direct exposure to sunlight in milk, all useful vitamins and trace elements decay, which can be determined by bottle packaging.

In addition, tetrapack milk packages are much more compact than glass containers when transporting the product by road. Much fewer trips are needed to deliver large shipments to retail chains, which has a positive impact on the environment.

Another feature is that tetrapak is disposed of by incineration. Harm to the environment is not applied.

Labeling and design of milk packaging

The legislation imposes the following requirements on the labeling of packaged milk, indicated in TR CU 005/2011:

• on the package, the presence of an alphabetic or numeric code of the raw material from which the container is made and symbols with a pictogram are required (according to the conditions of TR);
• advice on the use of milk from the manufacturer: "After opening, use within 24 hours", "shake before opening" and so on;
• composition of the product and its calorie content;
• information on the largest composition of saturated fatty acids, trans-fatty acids and other elements in the composition of fat.

The design for packaging is developed by the manufacturer independently. External design of milk containers is not regulated by law. But in most situations, the packaging is white with the image of a cow, green meadows and other things. Some designers offer buyers very unusual forms of milk containers, which can attract the attention of the consumer.

Milk bottling line

Currently, the most popular are the following milk bottling lines:

• packaging of milk in tetrapack;
• pouring the product into plastic bags.

Equipment for bottling milk into bags is characterized by lower cost and simple operation, maintenance, production of lines is carried out by domestic manufacturers.

Lines for packing milk into bags perform all technological operations: creating a bag, sterilizing a product, sealing a container, printing an expiration date.

Demand is single-line vertical equipment. Its capacity is up to 25 packets per minute.

Equipment for packaging milk in tetra packs is able to pack the product in various types of containers: in the form of briquettes or a tetrahedron.

But compared to other packaging equipment, tetrapack milk bottling lines are expensive (from 400,000 to 3 million dollars). Equipment is mainly produced by foreign companies (Tetrapack, Elopak). These factors make milk filling machines inaccessible to owners of small and medium-sized enterprises.

In the Russian market today you can find not so expensive domestic analogues of this equipment. One of these is the ORP line. Its productivity is up to 3.5 thousand packages per hour.

Thus, for small companies involved in the production of milk, the most acceptable is the packaging of the product in a plastic bag. After all, the quality of products does not deteriorate at all, the cost of equipment and material is lower than tetrapack packaging. The only drawback is the shorter shelf life of the product, it must be sold in a few days.

What does Tetra Pak packaging consist of?

We're talking about liquid food cartons, right? They come in different types, aseptic and conventional. Aseptic contain thin aluminum foil with a thickness of only 6 microns. The foil serves as a barrier layer, it protects the product from oxygen and light. The proportion of foil by weight is about 3-5%.
There are six layers in aseptic packaging, four of which are polymeric. Polyethylene LDPE and some LLDPE. Certain layers contain special adhesive additives, whose influence is also reflected in recycling. The share of polyethylene by weight is about 20-22%, but in some new types of packaging it is higher.
The main material in the package is cardboard, it makes up about 75% by weight. The cardboard may be completely white or it may be duplex, that is, such that a thin bleached layer is applied to the unbleached base and then lightly coated. Most often, completely white cardboard is used for conventional packages where there is no foil, and duplex is used for aseptic packages.
Packaging waste collected from household waste will always be some mixture of these two types of cardboard. There are countries, Scandinavian for example, as well as South Korea and Japan, where the boards are almost all white, because the local markets are dominated by products that require refrigeration (regular). In Russia, most packages are made of duplex cardboard.

What types of products can be made from Tetra Pak packaging waste?

Based on the fact that 75% is cardboard, first of all, new paper and cardboard can be made from packaging. If we list the specific types that are produced, then these are corrugated paper, cardboard for flat layers, coreboard, coated cardboard for packaging, bag paper and sanitary paper. Although this application is not the only one. Paper fibers are used in many other areas, which I will discuss later.
Polyethylene is best made from polyethylene. I mean that it is processed into polyethylene granules, which can be used further with many applications.
But this is not the case with aluminum. Beverage carton-derived aluminum does not make very good new aluminum. The foil is too thin, only six microns, so it is difficult to remelt it. If special technological tricks are not taken during remelting, then it will burn up to 95%.

What is the advantage of packaging as a raw material for recycling?

The advantage is that the packaging is made from high-quality materials of approximately the same composition. Such wastes are very homogeneous and their composition is predictable, which brings great benefits to those who have learned how to process them. It can receive large batches of products with desired properties, which is a rare phenomenon for secondary raw materials collected from household waste.

What is the complexity of Tetra Pak packaging recycling?

The difficulty is that cardboard, polyethylene and aluminum are bonded together and the recycler has to deal with the problem of separating or sharing them. This separation usually cannot be completely carried out in one stage, so that the process is multi-stage involving many pieces of equipment.
What processing methods are used?
The main recycling method is recycling in paper mills. The process is similar to the processing of other types of waste paper. The packaging is placed in a pulper, this is such a large tank in which water is filled and there is a rotating rotor. The design resembles a washing machine, such as were in use thirty years ago. The task of the rotor is to create an intense movement of fluid and material in the most economical way. The movement of liquid, water flows contribute to the wetting of the cardboard base. Water penetrates the fibers, which, being hygroscopic, due to their natural properties, very willingly accept it, absorb it, becoming larger, swelling. In combination with the movement, the swelling of the fibers leads to the fact that the bonds between them are destroyed and they are sent to float freely, being weighed in the water. A suspension of paper fibers in water is called mass. After cleaning, this mass is sent to a paper machine, where further processing is reduced to laying out the fibers in an even layer and drying, thus obtaining paper or cardboard again.
There are some cases where the fibers of some types of cardboard do not want to absorb water, because a special waterproof sizing was used in the manufacture of the cardboard. Fortunately, there are few such packages in the markets of Russia and the CIS.

Are there any differences in the processing of Tetra Pak packaging and other waste paper?

The difference is that in a cardboard packaging for drinks, the paper is located between the layers of polyethylene, so that water begins to wet it in the pulper not over the entire surface, as is the case with waste paper, but only from the ends where the cardboard is open. So wetting and swelling takes longer until the water enters through the ends and saturates the entire board. Although, to be honest, it is not known exactly how this happens. It would be necessary to pull out the package in the middle of the dissolving cycle and see if a thin layer of protective polyethylene does not withstand dynamic loads in the pulper and breaks away from the cardboard base, so that the cardboard begins to be wetted over the entire surface after some time, about ten minutes after the start.
The second difference is that much more non-paper material remains in the pulper than usual. By volume and weight, almost half of what was loaded into the pulper, so the technology must be adapted for trouble-free unloading and dewatering of the residue.

Which pulpers are suitable for processing Tetra Pak?

Many pulpers have been tested in different countries for recycling, from homemade pulpers with a capacity of less than one cubic meter to exotic designs with a horizontal axis of rotation of the rotor, they all cope with the task of breaking the package. The same thing happens in pulpers of different designs. Within twenty minutes, the package unravels and a mass is formed. Apparently, the process is determined by the movement and it does not matter how exactly this movement arises. Although it is important, of course, the pulper must do this with minimal energy consumption.
True, there is no certainty, it is possible to dissolve the package in a pulper of a completely outdated design, with a concentration of 2%, if the movement in it is slow.
However, the above does not mean that all pulpers are equally effective in processing Tetra Pak packaging. It depends on the design how efficiently the dissolution will be carried out in terms of energy consumption and, most importantly, how quickly auxiliary operations will be organized, including rinsing the material and unloading the remaining polymer with aluminum foil. The pulper must also gently handle the polyethylene-aluminum component, in no case crush it into small pieces, do not cut it, otherwise these pieces will have to be caught from the mass.

How does the pulp concentration in the pulper affect the efficiency of Tetra Pak pulping?

The concentration in the pulper is the proportion of dry material in the total mass of water. There are hydropulpers of low concentration up to 4%, medium concentration from 4 to 12% and high concentration from 12 to 18%. The higher the concentration, the more packaging can be placed in the pulper in one load. Theoretically, in high-concentration pulpers, the dissolution should occur faster and more completely, because there, in addition to the movement of the liquid, there is also the interaction of the packages with each other, friction. However, in practice, I did not notice any difference. The dissolution took all the same twenty minutes. Apparently, the thick mass in the high concentration pulper moves more slowly and the effect of friction only compensates for the reduced effect of dynamics.

Which pulper is best for processing Tetra Pak, high concentration or low concentration?

Different experts defend different points of view on this issue.
The specific power consumption for dissolving in a high concentration pulper is less because it works more with the movement of material compared to the movement of water than a low concentration pulper. However, the overall energy consumption is not always lower. The fact is that dissolution, the process that I described above, is only part of the recycling cycle. Washing, rinsing the material and unloading polyethylene with aluminum takes a lot of time. In a high concentration pulper, the motor is usually larger and idle all the time, so the difference in overall energy consumption is not that great.
On the other hand, high concentration pulpers are more complex and usually more expensive. So you can answer this question like this: it depends on the required performance. If you plan to process a thousand or more tons per month, then the low concentration pulper would be too big or you would need several, so the choice is definitely in favor of the high concentration pulper.
If the available package volume is 300 - 400 tons per month, then a high concentration pulper will never pay off at this volume, so it is preferable to opt for a simpler low and medium concentration pulper.

The performance depends on the following parameters: concentration, bath volume and duration of the dissolution cycle.
Let's start with the dissolution cycle. As it was written above, the dissolution takes 20 minutes. Next comes the washing and unloading. The duration of these operations can be from 20 to 40 minutes, depending on many factors, the required purity of the residue, the performance of the pumps and the design of the site for unloading.
Thus, the average cycle time is 50 minutes. This means that 23 * 60 / 50 = 27.6 cycles can be performed per day.
Find out how much water (mass) can be loaded into the pulper. Manufacturers often list the total capacity (to the brim) rather than the capacity that can actually be used.
Further, everything is simple: Capacity * concentration * number of cycles = productivity of the pulper for incoming raw materials per day. Often even in commercial offers, manufacturers indicate the productivity of the output material. It must be converted to input. From practice, the yield of fiber from consumer waste carton packaging for drinks is 60-65%. For example, the productivity of a pulper with a capacity of 12 cubic meters, if it allows you to keep a high concentration of 16-17% and copes with the processing cycle in 50 minutes, will be 12 * 0.16 * 27.6 = 53 tons per day. At the output, it allows you to get 53 * 0.6 = 32 tons of fiber.

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Do I need to use chemicals to process Tetra Pak?

In most cases, no, if we are talking about waste collected in the CIS. In our markets, cardboard is the basis of packaging, it dissolves without any problems in ordinary water, no chemicals are needed. However, there are certain types of beverage cartons from some manufacturers in which the carton base is made with a special waterproof sizing. With such cardboard, if you managed to get its waste, there may be problems. The duration of the dissolution, which is usually 20 minutes, in this case will increase up to an hour and beyond. Chemicals can help speed up wetting. So caustic soda increases the pH of water, which contributes to better wettability of positively charged cellulose. (negatively charged particles are attracted to positively charged fibers) Water penetrates the cardboard faster and the process speeds up.

Do I need to heat the water for dissolution?

Not for regular packaging. The packaging opens at normal temperatures. Although in theory heating water can speed up dissolution by up to forty percent, it is not economically viable in most cases. After all, dissolution takes only part of the cycle and its reduction does not lead to the same forty percent increase in pulper productivity.

Does the package need to be shredded before it is fed into the pulper?

There are different opinions about this. On the one hand, shredding allows you to increase the surface on which water penetrates into the cardboard and, accordingly, accelerate the dissolution. On the other hand, shredding is an additional operation, requiring additional equipment and material movement in the processing plant.
In practice, I did not notice that shredding drastically accelerated the dissolution. Maybe a couple of minutes or a little more. Again, based on the total cycle time, the time savings are negligible. I think shredding can be justified in large productions where drum-type pulpers are used, which will be discussed below.

What are drum type pulpers?

Their name corresponds to the design. This is a large horizontal barrel that rotates on supports. This barrel has two main compartments, one of them serves for dissolution and the other for separating the resulting mass and the polyaluminum residue. The rotation of the drum leads to the fact that inside the material is intensively mixed, rises to a height and falls from it. Everything is exactly the same as washing clothes in a modern washing machine. The process goes on continuously. In order for the material to move from the loading zone to the dewatering zone and further to the exit, the axis of rotation is tilted by several degrees relative to the horizontal.

What are the advantages and disadvantages of drum type pulpers?

The advantage is that they are very economical. They can dissolve packaging with concentrations above 20%. The more material in the mass and less water, the less energy is consumed in terms of the processed material. Horizontal drum pulpers do not have a fast rotating rotor and there is no hard mechanical contact between the material and the rotor. Therefore, there is no formation of small particles of polyethylene and foil, so that the load on subsequent operations to clean the mass from these impurities is minimal.
The disadvantage is that the residence time of the material in the pulper is set by its design and depends on the rotation speed and the angle of inclination. If the package does not have time to unravel in the time it takes to pass through the drum from beginning to end, then it will fall out unopened. Whether this can be controlled by the speed of rotation or not is not entirely clear. Suppliers did not give a clear answer to this question.
Another disadvantage is that they are bulky. They require a large space. There is, however, a riddle connected with this, the answer to which I do not know at the present time. For some reason, the horizontal pulpers used in Europe are really very large, of such productivity that it is impossible even to raise the question of installing such a device in the near future in Russia or somewhere nearby especially for carton packaging for drinks. There is simply no infrastructure to collect the necessary amount of material to supply it. The suppliers I have discussed this with say that a large pulper is a must for beverage carton. Large in diameter, so that the material rises and falls from a great height and large in length, so that the material has time to bloom. However, Chinese colleagues have learned how to make drum pulpers relatively compact and they succeed.

What are the advantages and disadvantages of processing in pulpers?

The advantage of this basic technology is that it is well developed and has been used for many years in different countries. For those planning investments in recycling, there is a fairly wide choice of suppliers with experience in manufacturing equipment specifically for this purpose.

The main disadvantage is that as a result of processing in a pulper, not a marketable product is obtained, but a semi-finished product, mass, or, more simply, water, in which there is a suspension of paper fibers with a concentration of about 4%. In order to finalize the mass to a commercial product, in most cases it is necessary to clean it of polyethylene residues and dry it. Since the drying of hydrophilic paper fibers is energy intensive, drying is usually carried out already at the paper or board production stage. That is, a paper machine is needed for processing, which makes such projects large-scale, sufficiently large companies capable of attracting big money can do it.

Sometimes entrepreneurs stop at some intermediate version of under-drying. They use a press filter to mechanically dewater the pulp and produce market pulp with a moisture content of about 65%. It is economically feasible to transport such pulp over short distances.

What other ways are there to recycle liquid food cartons?

More than twenty-five years ago, the extrusion method was developed. Taking advantage of the fact that packaging is a ready-made mixture of cellulose fibers and polymer, entrepreneurs have developed a recycling method similar to the processes used in the production of wood-polymer composites. The material is crushed, heated in an extruder or press to temperatures at which polyethylene is melted, extruded through a spinneret or pressed. Get two kinds of products, sheets or profiles. Unfortunately, there are only isolated cases in the world when recycling based on such processes works economically. These examples exist only in China. In other countries, the market success of this method has been limited.

In Russia, an innovative method of dry dissolution of packaging has been developed that can change this industry and give it a new impetus for development. Its advantage is that as a result of a compact and simple technological process, two marketable products are obtained at once, cellulose wadding and polyethylene flakes.
Such a line can operate economically even at a relatively small scale of production, processing, for example, 90 tons per month. This is especially true for those countries where, due to insufficient development of collection infrastructure, it is difficult to collect a large amount of waste in one place.

Realizing the deep complexity of the task, the first thing we did was to analyze the milk market in order to identify competitors and decide on a packaging design strategy. We understood that we would have to compete with already well-known and familiar milk producers, and therefore we wanted to find a really interesting solution.

Our attention was immediately drawn to the fact that the packaging of the leading dairies, created many years ago, has a surprisingly simple design, in which many elements clearly signal Soviet roots and methods. For really old brands, this is a distinctive feature of their time, while younger brands are trying to pinch off a piece of the former glory of Soviet products. Of course, there are exceptions to which we paid maximum attention.

As a result, a guideline was formed and agreed with the customer, according to which we offer a modern tetra pack packaging design for milk, made in the form of an illustration, thematically linking the name of the trademark of milk and the image of a cow as a source of this product. The design of Murakinsky Gorki milk packaging has acquired a simple and accessible plot for every buyer - cows grazing on green hills against the backdrop of a landscape quite common for central Russia. A whole palette of colors is used, including mainly shades of green, yellow, blue and white. However, in this range of colors you will not find flashy Soviet poster red tones.

No less important is the fact that we decided to completely abandon the unnatural characters or the familiar image of the granny, who probably keeps the whole production. The fact is that funny characters would certainly arouse the interest of children on the store counter, but we all know very well that mom or dad, who have already grown up, most often go to the store to actively respond to children's images. This was the main reason why our designers settled on the image of their native land: fields, a lake and a church in the distance. Please note that we did not use the image of one cow, firmly attached to it: there are a lot of them grazing on our slides!