Tetra Pak opens first Asia-based customer innovation center

Tetra Pak has launched its first Asia-based Customer Innovation Centre (CIC) in Singapore, to address the evolving needs of the fast-growing Asian markets.


Asia CIC Innovation Singapore Tetra Pak


Tetra Pak has launched its first Asia-based Customer Innovation Centre (CIC) in Singapore, to address the evolving needs of the fast-growing Asian markets. This Centre will help the region’s food and beverage manufacturers uncover 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 formulations, customize packaging designs 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. Which means that brand owners require stronger focus on customization, innovation and speed-to-market,” says Bert Jan Post, vice president marketing and product management, 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, collaborative innovation journey tailored to individual customer ambitions and needs. Subject matter experts from across the world are involved, leveraging the company’s portfolio of packages, services and other solutions showcased at the CIC.

The Singapore CIC is the third in Tetra Pak’s expanding global network of CICs, after Denton (USA) and Dubai (UAE). “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 market place,” concludes Bert Jan.