Continental Can

"Already in 1948, they showed the machine to the packaging manufacturer Dobeckmun in hopes that the company would undertake to manufacture and sell the paper on a license. Tetra Pak also tried to interest other packaging companies, including Marathon, Shellmar, and Milprint. At the same time, they began to investigate which American company could sell both machines and paper for Tetra Pak. The company they ultimately chose was the world’s largest packaging industry, Continental Can. Unlike its fiercest competitor, American Can, it had no paper milk packaging. However, Continental Can did make tin cans for canned milk for the dairy industry. Thus, the company already had established contacts with the dairies, which was exactly what Tetra Pak was striving for. Erik Torudd was sent off to establish contact with the leadership of Continental Can."

"On February 16, Van Meter’s response came—cold as ice. When Ruben read it, he reacted in the same way as he usually did when contradicted. “He understands nothing. Someone should hit him hard on the head.” Ruben’s unfortunate letter had led to the break of relations between Tetra Pak and Continental Can, and the negotiations ended."