Tetra Pak opens an Innovation Centre to boost Food and Beverage Innovation in Middle East and Africa

Dubai, UAE, October 16, 2016:  Tetra Pak, the world’s leading packaging and processing solutions company, has opened the first Customer Innovation Centre (CIC) in the Greater Middle East & Africa region. The centre will help food producers identify new growth opportunities through a collaborative innovation journey – from idea generation, to product design and market launch. 

The centre provides experimentation with food and beverage concepts, it is equipped with the latest tools and technologies designed to support brainstorming, research, product design and development, as well as formulation testing.

“For years, Tetra Pak has shared market insights and product concepts with its customers. Now, with our new Customer Innovation Centre, we are able to support brands in a more collaborative and comprehensive way to ensure they maintain their competitive edge,” explains Philippe Illig, Director Marketing and Product Management for Tetra Pak Greater Middle East and Africa Region. “Every one of our customers has different opportunities and challenges. We tailor our services to suit every brand, helping customers deliver innovative product solutions that meet their own needs, as well as those of the consumer.”  

Offering direct access to tools, competencies and a global network of experts, Tetra Pak will be working with customers to understand their ambition, exploring potential opportunities, defining brand positioning, prototyping product formulations, designing the package, supporting the launch, evaluating consumer feedback and finally refining the product until it achieves market success. 

The Dubai CIC is part of a network of Customer Innovation Centres currently being opened by Tetra Pak in key locations around the world, including USA, Brazil, Singapore, and Sweden.

Tetra Pak has been operating in The Greater Middle East & Africa for over 60 years – the company has over 400 partnerships with leading food manufacturers, a presence in 49 countries, 21 sales offices and five packaging material plants in the region. 

It is worth noting that, Tetra Pak is participating in Gulfood Manufacturing 2016 for the third time. This year’s participation is under the theme of “Future Ready” reflecting that Tetra Pak is ready to provide innovations and services to make FOOD safe and available, to the PEOPLE of the communities in which the company operates. The theme also indicates that, Tetra Pak is ready to provide packaging and processing solutions, technical services and market insights that supports the FUTURE growth of its customers’ business and the environment. 

Tetra Pak will be located at Gulfood Manufacturing on Stand Z6-G8/Z6-E8 in Za’beel New Hall, Dubai World Trade Centre.