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Tetra Pak has announced its first Custom Printing collaboration, following the successful validation of its Custom Printing solution for carton packages. The processing and packaging solutions company is working with Flow Beverage on the packaging of its naturally alkaline spring water products, distributed across the US and Canada. Tetra Pak Custom Printing is described as a premium ink jet-based carton packaging solution that offers brands an innovative, cost-effective and customisable system while providing all the environmental benefits of paper-based beverage cartons. Companies using the solution can utilise promotional activations such as varied designs within a single case or limited-edition packaging collaborations. Pedro Gonçalves, marketing director for US and Canada, Tetra Pak, said: “In today’s world, brands need the ability to quickly activate marketing efforts and capitalise on consumer trends”. “We are proud to collaborate with Flow to bring to life five bespoke designs that will soon be available at select Live Nation Canada venues, as concert attendees leave their favourite shows this fall.” Nicholas Reichenbach, founder and CEO of Flow, said that the Tetra Pak collaboration has allowed the brand to elevate the design of its cartons and open new horizons in advertising possibilities. “The packaging provides an artful medium that speaks volumes about our commitment to quality, sustainability, and memorable experiences,” Reichenbach said. “This is just the beginning, and we can't wait to see more of our strategic food service and retail partners express their brand and sustainability values on pack together with us, as we continue to flow with creative ideas and shape the future of beverage carton packaging together.”