Customers of Tetra Pak who come to the company’s North American headquarters in Denton, Texas, to create new products or improve upon existing packaging or beverage formulations usually spend a couple days in the “ideation room” hashing through concepts. Then they test those concepts in the company’s 27-year-old, recently renovated pilot plant.
While in the ideation room, customers brainstorm with Tetra Pak’s multidisciplinary team to get to the heart of what they need and what their challenges are, said Julia Sotera, director of marketing services for Tetra Pak Americas. She spoke with Dairy Foods earlier this year at a daylong media event.