Global packaging and processing solutions company Tetra Pak has opened the first Customer Innovation Centre (CIC) in the 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, and is equipped with tools and technologies designed to support brainstorming, research, product design and development, and formulation testing.
Philippe Illig, director marketing and product management for Tetra Pak Greater Middle East and Africa Region commented: “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.
“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 access to tools, competencies and a global network of experts, Tetra Pak will be working with customers to understand their ambitions.
This will involve exploring potential opportunities, defining brand positioning, prototyping product formulations, designing packaging, supporting the launch, evaluating consumer feedback and 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 locations around the world, including USA, Brazil, Singapore, and Sweden.
Tetra Pak has been operating in the Middle East & Africa for over 60 years and has more than 400 partnerships with food manufacturers, and a presence in 49 countries, 21 sales offices and five packaging material plants in the region.
The company is participating in Gulfood Manufacturing 2016 for the third time under the theme, “Future Ready” and will be located on Stand Z6-G8/Z6-E8 in Za’beel New Hall, Dubai World Trade Centre.