MUMBAI: Tetra Pak, the supplier of processing, packaging and distributions systems for food has unveiled its first India specific consumer awareness campaign.

The Rs 45 million campaign which will go underway this week , includes ads in the print and electronic media along with on-the-ground activities aimed at educating the customer and retailer, states an official release.

The campaign aims at communicating the benefits of aseptic technology to the discerning consumers. According to the release, aseptic technology was rated as the most important innovation in food science technology over the last 50 years by the Institute of Food technologists, Chicago USA.

"The consumer awareness campaign is based on an exhaustive research across the country. The findings of the research was that a majority of the consumer saw convenience as the major benefit whereas the bigger benefits of nutrition and hygiene of these products were not communicated to the consumer. Hence we decided to take lead in making the consumer aware about the same," Tetra Pak India Pvt Ltd managing director, Henrik Hauggaard is quoted as saying in the release.

Apart from the mix of television and print advertisements, Tetra Pak will also work on communication programmes like discussion forums for nutritionists, health camps in residential areas and schools. The company has also come up with a new logo which will be seen in all advertising, promotional material and on the Tetra Pak cartons.

"When Tetra Pak acquired Alfa Laval in the beginning of the 90's, it was a big need to communicate to the food industry that Tetra Pak had broadened its portfolio from packaging only, to a full range of processing equipment and systems for food. This is today well known by the entire industry; hence, our old motto - 'More than the Package' has well served its purpose. In line with our new Vision, we also felt the need to develop a motto, which is applicable for the entire value chain, not only food processing companies. Our new motto has clear links to all participants in the value chain hence it reflects our broadened scope," adds Hauggaard.