Tetra Pak and Mengniu Group have introduced a limited edition Milk Deluxe Pure Milk range, showcasing 30 designs featuring masterpieces from Van Gogh and Monet. Packaged in Tetra Prisma® Aseptic 250 Edge cartons with DreamCap™ 26 closure, this special edition is available to consumers across Greater China, both online and in stores, through a collaboration with Meet You Museum.
Mengniu is the first dairy brand globally to feature these prominent art designs, utilizing the unique capabilities of Tetra Pak® Custom Printing. This technology allows for a high degree of design variability, enabling the production of multiple designs on a single packaging material reel. “Tetra Pak® Custom Printing has helped us reach new heights in mass customization,” said Xiaoyan He, Senior Brand Manager of Milk Deluxe. “Our collaboration with Meet You Museum allows Chinese consumers to enjoy timeless art from Van Gogh and Monet daily.”
The demand for personalized products is rising, along with consumer expectations for authentic brand engagement. Tetra Pak® Custom Printing offers F&B manufacturers a way to creatively respond to this demand. The technology provides flexibility for producing limited or commemorative editions, facilitating quick marketing activation and alignment with consumer trends.
Tetra Pak® Custom Printing is the first digital inkjet-based method in the carton packaging industry that bypasses physical printing plates, offering sharp colors, detailed rendering, and natural gradients. This creates a unique visual experience, strengthening emotional connections between brands and consumers. “The vivid, eye-catching packaging designs create a unique visual experience for consumers,” said Julia Luscher, Vice President of Marketing at Tetra Pak. “We are excited to help Mengniu leverage these designs and bring world-famous masterpieces to consumers’ fingertips.”
The collaboration with Mengniu highlights how Tetra Pak’s innovative printing solution can elevate brand offerings and explore new avenues of consumer engagement. Luscher added, “We remain committed to helping more F&B brands across the globe stand out with bold, unique packaging solutions.”
This initiative by Tetra Pak and Mengniu underscores the role of packaging as a critical touchpoint between brands and consumers, blending art with everyday products while maintaining food safety and quality.