The tomato preparations market is expanding, driven by rising consumption of ready‑to‑eat foods and the popularity of international cuisines that rely on tomato‑based sauces1. From Indian curries to Mexican salsas, tomato‑based products are central to many of the world’s favourite dishes. At the same time, consumers are looking for authentic flavours, reliable quality and packaging that is lightweight, easy to use and perceived as more sustainable2.
Whether you are evolving beyond cans, entering the category or expanding your range, Tetra Recart®, our paper-based solution for shelf‑stable foods, offers more than packaging. From market insights and recipe co‑creation to pack design and production support, we work with you to make your tomato preparations stand out on shelf and in shoppers’ minds.
The global tomato processing market is forecast to reach 64.6 million tonnes by 2033, underlining its scale and long‑term relevance3. But in such a large category, growth comes from focus, not broad assumptions. As consumers become more discerning, understanding specific cultural tastes, regional nuances and unmet needs is critical to differentiation.
Instead of relying on intuition, you can draw on Tetra Pak’s global consumer and market insights for shelf‑stable food. We help you analyse the data to identify attractive demand spaces – for example, a particular style of passata, a spicy cooking base or an organic tomato purée with clear provenance. Together, we define your winning niche and what success looks like in practical terms, from KPIs and timelines to target markets, so your next moves are grounded in evidence rather than guesswork.
Once you’ve identified your most promising market insights, the next stage is to generate and refine propositions. In a Customer Innovation Centre workshop, we bring together consumer insight, category trends and your brand’s ambitions. The objective is clear: to develop product and packaging concepts with strong potential to succeed in your target segments.
Using structured ideation tools and early mock‑ups, we co‑create and refine tomato product concepts and Tetra Recart packaging directions that fit your brand, your consumers and your commercial goals. This can mean, for example, a sauce that combines Italian culinary cues with modern health expectations, or a tomato base tailored to a fast‑growing international cuisine. You move from abstract ideas to concrete, testable concepts before committing major resources to full recipe development or design.
Once your concepts are defined, the focus shifts to recipes that deliver consistent performance. To compete, products must maintain flavour, texture and nutritional quality throughout processing, filling and distribution.
The Tetra Recart Food Development Centre acts as an extension of your own R&D team – in Lund, Sweden, or via our mobile testing unit at your site. Our chefs, food developers and processing experts help you translate concepts and insights into recipes optimised for Tetra Recart carton packages. Together, we address the specific technical challenges of tomato‑based products, from acidity balance and viscosity to particulate integrity in diced and chunky products. You leave with validated tomato samples and clear recommendations for industrialisation and scale‑up.
Tetra Recart offers your brand a distinctive visual presence that helps it stand out on shelf and online. With tomato‑based sauces accounting for a substantial share of pasta sauce sales globally, effective differentiation is essential4. Your packaging needs to tell a story, whether it’s one of Italian heritage, organic purity or modern convenience.
Here’s how our design expertise allows your Tetra Recart package to become a powerful asset for differentiation and brand building:
- Spotlight your story: Focus on 2–3 core messages on the front panel – for example, Italian origin, organic certification or convenience benefits – to help shoppers decide quickly.
- Use category cues wisely: Show clearly that your product belongs in the tomato preparations subcategory while still differentiating from direct competitors with a clean, modern look.
- Engage every side: Use the carton’s surfaces for brand storytelling, simple usage instructions and clear recycling information, including a short origin or product story where relevant.
- Strengthen on‑shelf impact: Design packs so they work together, creating a strong “billboard” effect when multiple cartons are placed side by side.
- Use colour intelligently: Apply colour and ink thoughtfully to reinforce brand identity and support resource‑efficient design.
A strong concept and recipe only pay off if you can produce and deliver reliably, at the right cost. Tetra Recart offers industrialisation options that support a smooth journey from pilot to full‑scale production, tailored to the diversity of tomato products.
- Invest in your own lines: If you are ready to build in‑house capability, Tetra Recart filling lines are designed to run a wide range of tomato purées, pastes and sauces efficiently, while making good use of operators and floorspace.
- Leverage co‑packing partners: If you prefer an asset‑light approach, our network of experienced Tetra Recart co‑packers – many with deep tomato‑processing expertise – can help reduce upfront capital, accelerate time to shelf and simplify entry into new markets.
- Integrated processing expertise: We bring integrated processing know‑how to help you design heat treatment and mixing processes that protect your products’ quality, safety and vibrant colour from first fill to final package.
- Smart packaging, smarter logistics: Flat‑packed Tetra Recart cartons free up warehouse space, reduce shipping costs and can help lower transport‑related emissions compared to many rigid formats such as cans or glass jars5.
- A full‑service supplier: Tetra Pak coordinates across development, trials and production, combining materials, equipment and services to make your journey towards market launch more efficient and less risky.
For many brands, co‑packers provide a faster, lower‑risk route to market, especially when testing new concepts or entering new geographies. Tetra Pak uses its global experience and network to connect you with Tetra Recart co‑packers who fit your technical and commercial requirements.
Replicating a regional recipe, managing large production volumes across multiple SKUs or navigating complex distribution set‑ups? With the right co‑packer in place, you can test and scale new tomato concepts more quickly, secure reliable production and focus your internal resources on brand‑building and portfolio management.
Read more about how to find the right co‑packing partner for your tomato preparations.
Our support continues beyond the first production run. We help you finalise pack design, develop clear, compelling messaging and prepare retailer presentations for your tomato range. Once your products are on shelf, we can work with you to interpret performance data and consumer feedback to understand how they are being perceived and used.
This real‑world feedback enables you to refine communication, evolve pack design, adjust distribution and, where appropriate, optimise your recipe – for example, to better highlight origin, support premium or everyday value positioning, or respond to changing taste preferences. The goal is continuous improvement, so that your Tetra Recart launches can reach their full market potential, build loyalty and keep pace with evolving culinary trends.
In doing so, you build on the long history of tomatoes as a beloved ingredient and help shape their future in a more efficient and convenient packaging format.
1 Data Bridge Market Research, Global Tomato Pastes and Purées Market,
IMARC Group, Tomato Processing Plant Project Report
2 Market Reports World, Tomato Purée Market
3 IMARC Group, Tomato Processing Plant Project Report
4 Data Bridge Market Research, Global Tomato Pastes and Purées Market
5 12% more 390ml packages, and up to 50% more 100ml packages on each pallet and truck. Based on internal simulations comparing Tetra Recart to cans and jars of equivalent sizes.