Tetra Pak’s new Customer Innovation Centre is open for collaboration with F&B industry across APAC, including Malaysia

Kuala Lumpur, 16 May 2025 — Tetra Pak, a world-leading food processing and packaging solutions company, has officially opened its state-of-the-art Customer Innovation Centre (CIC) in Bangkok to help businesses in the food and beverage industry across APAC, including Malaysia, turn ideas into innovative products and solutions that meet evolving consumer needs.

Located at Tetra Pak Thailand’s office, Bhiraj Tower at EmQuartier, the CIC Bangkok is designed as a hub for collaboration and innovation, enabling businesses to enhance product development efficiency and reduce time-to-market with cutting-edge solutions.  The grand opening event, held on May 14, 2025, welcomed esteemed guests and industry stakeholders, including Mr. Per Linnér, Deputy Head of Mission, Embassy of Sweden, senior representatives from Business Sweden and the Thai Swedish Chamber of Commerce, as well as Tetra Pak’s valued customers and partners.

For Malaysian F&B companies, the CIC presents a timely opportunity to respond to growing consumer interest in healthier and more sustainable choices—particularly in the plant-based segment. According to Tetra Pak’s Trendipedia 2023 report, health-conscious consumers in Malaysia are increasingly embracing plant-based options as a way to feel more in control of their physical well-being. This momentum shows no signs of slowing, with the global plant-based beverage category projected to grow by 1.9% by 2024. With access to advanced technologies and cross-border innovation capabilities, Malaysian brands can leverage the CIC to develop, test, and scale plant-based offerings that align with evolving consumer demands and global sustainability goals.

A One-Stop Destination for Innovation and Growth

The CIC Bangkok was conceptualized as an environment conducive to innovation and exploration of new growth opportunities. It aims to help businesses find new solutions, address current challenges, and experiment with new concepts. The Centre offers a full suite of services to support brands from concept ideation to product launch. To help businesses accelerate their growth, the Centre employs a comprehensive five-step model:

• Insight Discovery: Conducting in-depth research to understand market dynamics and consumer needs
• Category Immersion: Leveraging global trends and market opportunities to develop tailored business strategies
• Innovation Showcase: Showcasing inspiring solutions from around the world to spark creativity and new product possibilities
• Co-creation Space: Providing a collaborative environment to generate and refine innovative ideas
• Prototyping: Rapidly developing tangible prototypes for testing, feedback, and iteration before market launch

"Consumer preferences in the food and beverage industry are changing rapidly, while global food systems continue to face uncertainty. Building long-term resilience has never been more critical. As priorities shift, so does the need for more sustainable and innovative approaches to food production," said Julia Luscher, Vice President Marketing, Market Operations, Tetra Pak. "At Tetra Pak, we believe innovation is key to staying competitive. The launch of the CIC Bangkok underscores our commitment to helping the industry navigate change and explore new growth opportunities. We welcome businesses to use the CIC as a springboard for innovation and stronger market presence."

The CIC Bangkok joins Tetra Pak’s global network of CICs, alongside those in the US, Sweden, Italy, Dubai, and Brazil. In 2026, Tetra Pak plans to open a Product Development Centre in Rayong, Thailand, where businesses can test new products and identify the right processing equipment for large-scale production.

These initiatives reinforce Tetra Pak’s role as a trusted partner for food and beverage businesses, helping them navigate an increasingly complex market with confidence and creativity. It also strengthens Tetra Pak’s position as a global leader in innovation within the industry.

For more information, please visit https://www.tetrapak.com/en-th/solutions/product-innovation/from-idea-to-market

Tetra Pak PR Contact:
Liew Shu En
Communications Manager, Malaysia, Singapore, Philippines, Inodnesia
Shuen.liew@tetrapak.com  

Agency Contact (SPAG FINN):
Patsy Thomas
Senior Account Executive
patsy.thomas@finnpartners.com