Tetra Pak entered the cheese market

Consecrated worldwide with the long-life milk and absolute leader in the Brazilian market of aseptic carton packaging, Tetra Pak will now proceed in another thread: the fresh cheese. The proposal of the multinational, to offer the country the food in little box with different sizes, reflects the focus on innovation as an important tool to leverage new business.
The desire of Tetra Pak ' s direction in Brazil is that this new market already contributes to sales by 2014. Still no signed contract, but there have been conversations with dairy products that have shown interest in the new technology. "This is a year a little harder, with many events. But we hope to be able to close the first deal [in the area of cheeses] even in 2014, "said to the Vice President of Tetra Pak ' s business strategy for Americas, Eduardo Eisler.
Even if that expectation is not fulfilled, the prediction of Tetra Pak's sales growth in the country. In 2013, the company grossed R $ 4.6 billion in Brazil and sold 13 billion packs. For 2014, predicts growth of 5% to 6% in turnover and 4.5% to 5% in the volume of packages sold to something between 13.5 billion and 13.7 billion units-their main competitor, SIG Combibloc, design production in the country "above" of 2 billion units this year.
In addition to the natural growth of the market, should contribute to the expansion of the company's revenues in the country the largest production capacity at the factory of Ponta Grossa (PR). The duplication project, which involved an investment of r $ 150 million, are in the process of being opened. The other plant is installed in Monte Mor (SP).
The fresh cheese in box of Tetra Pak will be presented at Fispal technology, "one of the main events of the year for the food and packaging industry, which begins today in Sao Paulo. According to the Director of marketing and category management of Tetra Pak, Pedro Gonçalves, the new system changes including the production process: Unlike the artisanal, the company's technology allows the filling of liquid milk, with later addition of rennet that give rise to cheese, already inside the packaging.
Among other gains, enumerates Gonçalves, the system provides income to 25% higher than the traditional process and extends the validity of the final product for 90 days, compared with the current average of 30 days-there are two dairies, according to the Director, who has reached a period of 50 days with plastic packaging.
For customers who already use the technology of UHT Tetra Pak milk, investment in adaptation of the equipment for the production of long-life packaging cheese will require maximum investment of € 1 million. "Our focus is both on current customers and new contracts," he said.
This technology is now available in Europe for the production of fresh cheese, and the Middle East, where more than 20 lines installed used mainly for the production of feta cheese. Per year in the latter market, are sold about 650 million packaging-in Egypt, of 260 thousand tons of cheese consumed annually, 72% are available in Tetra Pak packaging.