`Why Deoleo Chose 'Tetra Prisma' Packaging for its Koipe Brand


Why Deoleo Chose 'Tetra Prisma' Packaging for its Koipe Brand

May. 5, 2014
Julie Butler

Recent News

Deoleo’s Koipe brand will soon be the lat­est to offer an olive oil prod­uct in a Tetra Prisma® pack.

Already pop­u­lar for milk and fruit juices and even used for some wines, one of their ben­e­fits for olive oil pack­ag­ing is also one of their draw­backs – they’re not trans­par­ent.

An alter­na­tive to the tra­di­tional tins and now more com­mon glass and plas­tic bot­tles, Tetra Pak says con­sumers like the car­tons because they are easy to grip, open and pour and have an ele­gant appear­ance. Ben­e­fits for sell­ers are said to include that they allow high qual­ity print­ing, and their 8‑sided shape helps them stand out on a shelf. Pro­moted as made of renew­able mate­ri­als and recy­clable paper­board, they come in vol­umes of 125 – 1000ml.

Packs block light, air”

Cór­doba-based olive oil pro­ducer Arte­O­liva, which claims to have been a pio­neer in using Tetra Brik and Tetra Prisma packs for olive oil, says it is the pack­ag­ing that bet­ter pro­tects the nutri­tional and organolep­tic char­ac­ter­is­tics of extra vir­gin olive oil on a daily basis,” for rea­sons includ­ing block­ing the pas­sage of light and air, which join heat in mak­ing olive oil dete­ri­o­rate.


Now Koipe – along with the slo­gan Así de fácil”, sim­i­lar to It’s that easy” in Eng­lish – is ready­ing to reveal a new image on Tetra Prisma pack­ag­ing for its extra vir­gin, suave (light taste) and sabor (strong taste) olive oils. Aimed at mak­ing life eas­ier”, the redesign fea­tures Tetra Prisma packs because they are eas­ier to use and store, have an anti-drip sys­tem, are resis­tant to knocks, and offer bet­ter preser­va­tion of the oil, the com­pany web­site says.

Some peo­ple pre­fer to see their oil

But will con­sumers take to them? George Eliadis, man­ag­ing direc­tor of the Union of Agri­cul­tural Coop­er­a­tives of Peza, on Crete, recently told Food Pro­duc­tion Daily that his com­pany has pro­duced olive oil in car­tons for ten years but finds glass bot­tles are still more pop­u­lar. Cus­tomers say they pre­fer to be able to see the olive oil but car­tons are cheaper, don’t break, aren’t heavy and keep oil fresher longer because light can’t get in, he said, adding that invest­ment is needed to help shift the mar­ket to such pack­ag­ing.

Adapt pack­ag­ing to con­sumer per­cep­tion and tra­di­tion

Lean­dro Ravetti, tech­ni­cal direc­tor at Bound­ary Bend Ltd,. Aus­trali­a’s largest olive oil pro­ducer and mar­keter, recently stressed the impor­tance of choos­ing pack­ag­ing accord­ing to how fast or slow prod­uct rota­tion is likely to be, and con­sumer per­cep­tion and tra­di­tion. In his pre­sen­ta­tion at last month’s New York Inter­na­tional Olive Oil Com­pe­ti­tion, Ravetti shared an exam­ple of clear glass out­selling green glass 20 to 1 in his native Argentina twenty years ago – because con­sumers wanted to see what they were buy­ing – while today in Aus­tralia it’s the oppo­site because there is more aware­ness of light degrad­ing olive oil. As another exam­ple of respond­ing to feed­back, con­sumers had said they didn’t like how the oil ran over the label so Bound­ary Bend searched until it found a bet­ter pourer, he said.

When it comes to tin pack­ag­ing, not all tins are equal” and bet­ter tins nat­u­rally cost more. The den­sity of tin plates, and the uni­for­mity, varies, and any thin­ner parts will be where rust­ing could start. With plas­tic bot­tles, oxy­gen pen­e­tra­tion through con­tainer walls also varies – high per­me­abil­ity is linked to unde­sir­able increases in an olive oil’s per­ox­ide value, mean­ing shorter shelf life – though some con­tain­ers come with oxy­gen scav­engers or phys­i­cal bar­ri­ers, such as a film. The pack­ag­ing mate­r­ial can have a sig­nif­i­cant impact on the qual­ity of the oil,” Ravetti said.

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