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Melbourne-based company Modern Media Concepts (MMC) has signed a global agreement with packaging giant Tetra Pak to offer Labelzine, a magazine on-product technology, to its aseptic carton customers.

Labelzine technology allows an 8-32 page removable, full-colour mini-magazine to be applied to the packaging of consumer goods.

Tetra Pak has successfully trialled the use of Labelzine for its own marketing in Switzerland and plans to begin using the product for marketing and co-marketing with major publishing companies.

According to MMC, consumers have responded positively to Labelzine because of the novelty of having a removable magazine on each pack that provides them with relevant content on promotions, vouchers and entertainment.

"Labelzine presents a fantastic new marketing vehicle for our customers, which will help make milk, juice and other dairy products more exciting and engaging for the consumer," said Tetra Pak Marketing and Product Management Vice President, Michael Zacka.

"It's another example of how Tetra Pak is constantly innovating to provide cost-effective packaging solutions that will help customers compete in an increasingly crowded marketplace."