Tetra Brik

"An example of the latter occurred in 1978 when the Indians suddenly demanded the top modern Tetra Brik machines for aseptic instead of the ordered tetrahedron machines. Naturally, they requested the Brik machines at the same price as the tetrahedron machines. Since Kurien had been promised the tetrahedron machines at the 1970 price, this was obviously an impossibility."

"The difficulties of the next generation of salespeople should not be underestimated, but there is no denying that the table was largely set for them with the introduction of the aseptic Tetra Brik system. This is something that few of them have reflected on, but the fact remains that when Brik finally worked, Tetra Pak for the first time had a packaging that was actually consumer-friendly. The combination of consumer-friendly packaging with limited material usage and a prepared market meant that sales could explode. When the company later presented its aseptic Brik, Tetra had long been established in the countries that demanded an aseptic system. As tetrahedral machines gradually needed to be replaced, it was natural to choose Brik. It has also been precisely the aseptic Brik that has generated the big money for Tetra Pak."