Tetra Brik

Despite the revolutionary character of the new retail system, by the end of the 1950s Ruben Rausing and the Tetra Pak management team realised that the Tetra Pak package portfolio needed to be supplemented by an additional rectangular model to continue to be competitive.

[1] Large amounts were spent on development, and in 1963 the first Tetra Brik packaging machine was installed in Motala in central Sweden.

Due to its effective use of space and materials and the increased efficiency in distribution and storage that resulted from the rectangular shape, the Tetra Brik soon became Tetra Pak's best seller in Sweden and internationally and paved the way for Tetra Pak's enormous success during the 1970s and onwards.

It featured in the 2004 Museum of Modern Art New York exhibition Humble Masterpieces and in the 2011 London Science Museum/Vitra Design Museum exhibition Hidden Heroes – The Genius of Everyday Things.

[8][9] Due to the aseptic technology, there was no longer a need for a cold chain, which made the package economical and suitable for warmer climates, something that greatly expanded potential markets.