Saudi Arabia News

Tetra Pak and Al Rabie Mark their 40th Partnership Anniversary with a Global First Launch


Tetra Pak and Al Rabie Saudi Foods Co. Ltd. have today marked a new era of their 40 years partnership with the launch of an innovative packaging solution, Tetra Pak®Reflect. Integrating a holographic effect on Tetra Prisma® Aseptic 330 Square DreamCap™ package, the new solution is expected to differentiate Al Rabie’s product line in the region.  

 

With its holographic effect, Tetra Pak Reflect puts the package in the spotlight – making it a true attention-grabber on the store shelf. It is one of the latest innovations of Tetra Pak®Artistry, a new packaging suite of material effects designed to revitalise the appearance of the customer’s products. 

 

Monther Al Harthi, Al-Rabie Saudi Foods Co Ltd. CEO, said: “At Al Rabie, we always look at ways to innovate and provide the best quality to our consumers. We are proud to be the first company in the world to launch the holographic effect on Tetra Prisma® Aseptic 330 Square DreamCap package, which has a comfortable grip, easy to drink from, and comes with a fun and creative design that will help us differentiate our offering at the marketplace. Our latest addition is a thirst quencher refreshing fortified drink that is rich in vitamin C along with other vitamins”

 

“Today is a celebration of a four-decade partnership with Tetra Pak during which we developed a mutual interest to innovate and provide the highest quality products to consumers in the Middle East and Africa. We are looking forward to another 40 years of cooperation, innovation, and growth.”

 

Since their first partnership with Tetra Pak, Al Rabie multiplied their stock keeping units by nine (from12 to 112), its number of employees by 14 (from 120 to 1700), and production capacity by 34 (from 15 million litres to 520 million litres). 

 

 

 

Niels Hougaard, MD Tetra Pak Arabia Area said: “Al Rabie and Tetra Pak are longstanding partners in the region. Today is not only a celebration of 40 years of our partnership but also a start of a new era of joint innovation, growth, and sustainable achievements”. 

 

He added: “Consumers are becoming more and more sophisticated in the way they choose and interact with brands; they strive to build emotional connections at every occasion. This is exactly what Tetra Pak® Reflect is designed to do.”

 

Tetra Pak will be taking part at Gulfood Manufacturing for the fifth consecutive year with a 900sqm stand located at Z2-A1. Where it will be showcasing its latest innovations and running seminars to share expertise with the foods and beverages industry professionals. 



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