Mengniu launches limited edition range in Tetra Pak
Image: Mengniu Group
Tetra Pak and Mengniu Group have launched a limited edition Milk Deluxe Pure Milk range, customised with 30 different designs of masterpieces from Van Gogh and Monet. Packaged in Tetra Prisma Aseptic 250 Edge cartons with DreamCap 26 closure, the special edition range has been brought to market through a collaboration with Meet You Museum. The cartons are now accessible to consumers across Greater China, both online and in stores.
These “handheld” works of art offer consumers an immersive experience, all while enjoying a nutritious milk drink, the companies say.
Tetra Pak Custom Printing is the first digital inkjet-based printing method in the carton packaging industry that is unrestricted by physical printing plates. It allows for over 30 designs on a single packaging material reel, and can produce limited ranges or commemorative editions of their products in an agile way. The solution also gives F&B players the ability to quickly activate marketing efforts and capitalise on consumer trends.
Xiaoyan He, senior brand manager of Milk Deluxe, comments, “Our collaboration with Meet You Museum, exploiting the potential of this solution, is helping Chinese consumers to enjoy timeless pieces of art from Vincent Van Gogh and Claude Monet on a daily basis.”