Corelli Pasta Sauces Launch At Kroger In Tetra Recart

Innovative packaging better protects taste and freshness

Vernon Hills, IL - America's grocers and consumers continue to demand original products and packaging, especially in areas where innovation is long overdue. Further enhancing its position as the food and beverage industry's leading incubator of sustainable and pioneering solutions, Tetra Pak Inc. is introducing a comprehensive line of pasta sauces at Kroger under the Corelli brand packaged in Tetra Recart packaging. The sauces will be available at Kroger stores nationwide in June 2006.

The Corelli brand has been successfully tested in the tomato category at several retailers. Kroger is launching the Corelli brand nationwide through the introduction of four super-premium varieties of pasta sauce, including Marinara, Roasted Garlic, Tomato Basil and Five Cheese. The products contain completely fresh ingredients including authentic parmesan-reggiano and pecorino cheeses and no dehydrated spices.

"Tetra Recart technology gives a brand several advantages over traditional cans and glass jars, ranging from better protection of taste, freshness and color to distinct and valuable supply chain efficiencies" said Jeff Kellar, vice president of strategic business development at Tetra Pak. "Proving these benefits at the retail level with the success of the Corelli brand will clearly demonstrate that Tetra Recart packaging is well-positioned to begin replacing glass jars and the can as the preferred package in the shelf-stable sauce, vegetable and tomato categories."

The Corelli product benefits from the ability of Tetra Recart packaging to protect the taste and freshness of the ingredients inside. The absence of metal in the package's contact surface eliminates what consumers often refer to as a "tinny taste" associated with traditional cans and the packaging material structure protects the product from undesirable color changes caused by light during distribution and retail display. These abilities to better protect the product inside will translate beyond the pasta sauces into any canned vegetable and sauce category.

"Kroger customers are looking for innovative ways to make their lives easier and the food they serve their families better," said Nick Hahn, director of corporate brands at the Kroger Company. "This type of packaging delivers on what consumers are looking for in terms of packaging while allowing us to realize significant supply chain efficiencies, which bodes well for the future success of Tetra Recart at center-store."

All Corelli pasta sauces come in 13.8 ounce packages, which are able to be opened with no utensils and are re-closable, making them extremely convenient for consumers. Also, unlike the glass jars that dominate this category today, the Teta Pak carton is safe and non-breakable. This type of convenience, combined with the differentiation at retail and superior product point to success for not just Corelli pasta sauces, but Tetra Recart as a packaging platform.

The size of the package also creates a new sub-category in the pasta sauce section by offering a smaller-size option for singles or two person households. The 13.8 ounce size should allow for less waste or leftover sauce than current 26 to 28 ounce jars on the market today.

Tetra Pak cites several reasons for its optimism surrounding Tetra Recart packaging's potential to replace cans at center-store, including:

• Tetra Recart is made from renewable resources and uses less material than traditional packaging
  
• Tetra Recart packaging is lighter than cans and glass jars
  
• Tetra Recart containers are easy to store, stack, open (no can opener), reclose, empty and dispose of
  
• It allows for premium, high quality foods
  
• Tetra Recart maintains all natural benefits without preservatives

"We believe that Tetra Recart can, and should, replace the can," said Kellar. "Grocers are looking for ways to reinvent the area and this package delivers by allowing for better variety, better facings, new products and financial efficiencies.

"And, brand owners are seeing the financial benefits as well. Since the packaging material is cheaper, Tetra Recart is a cost-competitive option for prepared foods and adds to the overall value of the product by improving quality characteristics like look and taste."

SOURCE: Tetra Pak