DairyReporter.com spoke with Ecolean marketing director, Anna Annerås, at Anuga Foodtec in Cologne this week, where the Swedish packaging firm was exhibiting its new, lightweight transparent Ecolean Air Aseptic Clear pouch.
Branded examples of its existing Air Aseptic pouch - in small and resealable larger formats - were also on show.
Asked whether aseptic pouch packaging like its Air Aseptic concept could become the standard for milk, Annerås said: “Of course.”
"In some countries," she said, "it already is."
Annerås pinpointed Russia, China and Pakistan, where Ecolean works respectively with Danone, Bright Foods and Engro Foods, as prime examples.
"In Russia, it pretty much is the standard already," she said.
"We are working with Danone in Russia. One of their flagship brands is sold in our larger packs."
"We've turned it around"
Now, following the seeming success of Ecolean's Air Aseptic concept in Russia, China and Pakistan, interest is spreading West, said Annerås.
"Our strategy has always been to go to emerging markets. That's why we're big in Pakistan, China and Russia," she said.
"But we have customers here and we are right now having discussions with customers in a few European countries."
"Things will happen here as well, it is just that we prioritized going in a different way than Swedish packaging companies usually do. They usually start in Sweden, then they go to Denmark, then they go to Germany."
"We've turned it around," Annerås added.
"They want to be innovative"
Ecolean Air Aseptic Clear, a transparent version of its Air Aseptic offering, was launched at Anuga Foodtec.
A fully operating "improved" EL4+ filling machine was also on show.
Asked why companies would be drawn to its Air Aseptic Clear pouch, Annerås said it provides a "new innovative feel."
"That's usually why companies go with our new pack, because its quite unique," she said.
"Customers choose us because they want to be innovative, they want to give the consumer something new."