KUALA LUMPUR: Tetra Pak, a global leader in food processing and packaging solutions, has officially launched its new Customer Innovation Centre (CIC) in Bangkok. Designed as a strategic hub for the food and beverage (F&B) industry across Asia Pacific—including Malaysia—the facility aims to accelerate innovation, foster collaboration, and bring cutting-edge products to market more efficiently.
Located within Tetra Pak Thailand’s headquarters at Bhiraj Tower, EmQuartier, the CIC was unveiled at a high-profile launch event on 14 May 2025. Distinguished attendees included Mr Per Linnér, Deputy Head of Mission, Embassy of Sweden; senior representatives from Business Sweden and the Thai-Swedish Chamber of Commerce; and key customers and partners of Tetra Pak.
The Bangkok CIC is built to support F&B businesses in responding to rapidly shifting consumer preferences, particularly the growing demand for healthier and more sustainable options. This is especially relevant for Malaysian companies, where health-conscious consumers are increasingly turning to plant-based alternatives. Insights from Tetra Pak’s Trendipedia 2023 report highlight a notable surge in this segment, aligned with a projected global growth of 1.9% in the plant-based beverage category by 2024.
With access to state-of-the-art technologies and regional innovation networks, Malaysian brands can tap into the CIC to co-create, test, and scale new offerings that align with both consumer trends and global sustainability targets.
A Comprehensive Platform for Market-Ready Innovation
The CIC Bangkok provides end-to-end support for product development, from ideation through to market launch. Businesses are guided through a structured five-step process:
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Insight Discovery: In-depth analysis of market dynamics and consumer behaviours
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Category Immersion: Strategic exploration of global trends and local opportunities
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Innovation Showcase: Presentation of breakthrough concepts and global best practices
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Co-creation Space: Collaborative workshops for idea development and refinement
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Prototyping: Rapid creation and testing of product concepts before commercialisation
“The food and beverage industry is undergoing fast-paced change amid mounting pressures on global food systems. Building resilience through innovation is more important than ever,” said Julia Luscher, Vice President Marketing, Market Operations at Tetra Pak. “The launch of the CIC in Bangkok reflects our commitment to helping businesses anticipate and adapt to evolving market needs, with sustainability and competitiveness at the core.”
The Bangkok centre joins Tetra Pak’s global network of Customer Innovation Centres located in the United States, Sweden, Italy, Dubai, and Brazil. Looking ahead, Tetra Pak will further expand its innovation footprint with a new Product Development Centre set to open in Rayong, Thailand in 2026—providing dedicated facilities for product trials and scale-up processing solutions.
This initiative underpins Tetra Pak’s ongoing mission to support its partners in navigating complexity and driving growth through innovation, cementing its role as a trusted industry partner and global innovation leader.
