In September 2023, Arla foods changed its packaging for milk, cream and cheese. The reason was an EU directive that comes into force on 1 July 2024 and which requires packages containing liquid to carry plastic caps that are attached.
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The old milk packets have been around since the 1960s
Long before Arla’s milk packages were decorated with a plastic cap, they were entirely without caps. Previously, Arla’s milk packaging was completely paper and without a cork, instead a flap was torn off to open the packaging.
The original packaging was called Tetra Brik and was only available in stores during the 1960s in Sweden.
– The transition from Tetra Brik to the current milk packaging was carried out gradually during the period 2009 to 2012. The screw cap was added in 2013, says Max Wallenbergpress manager at Arla foods for News24.
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Arla’s logo. Photo: Tim Scrivener/Alamy.
The cork that adorns the milk packaging today and is stuck in place only appeared last year.
– Tetra Brik was replaced after thorough consumer research, says Wallenberg, and continues:
– Many milk drinkers thought that the packaging broke in terms of hygiene once it was opened because it could not be sealed.
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Arla: That’s why Tetra Brik disappeared
That was not the only reason why the milk packaging got a new look. Several of Arla’s customers also wanted to be able to seal the packages so that they could be laid down horizontally.
– Consumers also expressed a desire to be able to put open packaging in the fridge, and some wanted to be able to take an open packaging to, for example, their rural location without it leaking. They simply wanted a screw cap to keep the milk fresh longer and to avoid leakage, Wallenberg tells Nyheter24.
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