Tetra Pak responds to Asia’s evolving needs with first Customer Innovation Centre in Singapore

Panoramic view of Tetra Pak Singapore CIC

This centre will help the region’s food and beverage manufacturers discover growth opportunities, accelerate and enhance product innovation to create winning solutions for their brands.

Located at the Tetra Pak Jurong site, the new CIC was custom-made to bring together Tetra Pak’s infrastructure, expertise, and processes to help customers ideate and evaluate products across the entire value chain. Equipped with the latest tools and technologies, the centre is designed to facilitate brainstorming, prototype product formulation, customize packaging design, and finally refine the product until its full-scale market launch.

“The Asia region is dynamic and rapidly growing, yet increasingly complex. The market has proliferating consumer segments and need states, with more competition, rapid technological advancements, and increasing cross-border trade. This means that brand owners require a stronger focus on customisation, innovation, and speed-to-market,” said Bert Jan Post, vice president of Marketing and Product Management at Tetra Pak South Asia, East Asia & Oceania. “The Singapore CIC was created to partner with our customers in addressing these challenges. Part of Tetra Pak’s Marketing Services, the CIC provides customers the entire innovation journey under one roof, significantly increasing the speed and probability of their success.”

The Marketing Services approach follows a customised, end-to-end collaborative journey with brand owners, focusing on a specific market need. Subject matter experts from across the world are involved, leveraging the company’s portfolio of packages, services, and automation solutions showcased at the CIC.

The Singapore CIC is the third in Tetra Pak’s expanding global network of CICs, after Denton (US) and Dubai (UAE). Centres in Lund (Sweden) and Monte Mor (Brazil) will also be launched in the coming months.

“The launch of the Singapore facility reaffirms our dedication to providing a full spectrum of solutions for our customers to support their success in the marketplace,” said Post.