On-pack probiotics strawsUnique system enables delivery of probiotics in long life drinks for ambient distribution

A PATENTED on-pack straw drinking system delivery system that stores dry, stable probiotics in a straw will soon make it possible for more manufacturers to further their beverage brands and for consumers to increase their intake of these healthy microbes wherever they are and whenever they want. The on-pack straw that can deliver probiotics in long life milk, dairy products and juice will launched globally in mid-2009 by Tetra Pak, which signed a global agreement with Australia's Unistraw International Ltd. to market its "Unistraw" straw delivery system. The unique delivery system of the Unistraw stores the probiotics in the straw in the form of dry, stable "UniBeads", which are held in place by filters at both ends of the straw and dissolve as liquid is sipped through it. With this method, probiotic beverages need no refrigeration and have a shelf life of up to 12 months. “This new on-pack straw system provides a unique marketing vehicle for our customers, which will help make milk, juice and other dairy products more exciting and engaging for the consumer,?said Michael Zacka, vice president of marketing and product management, Tetra Pak. The Unistraw, which is compatible with most Tetra Brik Aseptic individual portion pack drink cartons, allows producers to offer consumers long life products with probiotics. No additional investment is required as long as customers have one of the popular Tetra Pak TSA/21 or TSA/22 straw applicators. Minor modifications may be needed for other Tetra Pak straw applicators. Customers can compete in an increasingly crowded marketplace using the Unistraw as: ?A new way to differentiate their milk, dairy products or juice offerings ?A unique marketing vehicle to enter new product categories and gain incremental revenue ?such as milk or flavored milk enhanced with live, active probiotics ?An opportunity to revitalize the perceptions of milk among young consumers by offering a product that's fun, tastes great and offers probiotics ?A new means to improve operational efficiency because these new long life products don抰 require refrigeration, making them less costly to ship and store ?The ability to both simplify and boost efficiency by producing multiple flavors and enhancements such as probiotics through a single production line. This is not the first time Tetra Pak has worked with Unistraw. In October 2007, the packaging major signed an agreement with the Australian company in for the on-pack "Sipahh" milk flavoring straw, a patented straw drinking system that delivers flavors. Under terms of the September 2008 agreement, Tetra Pak customers will have access to the new straw system for carton packaging, which Tetra Pak and Unistraw will market jointly. “We developed the new system based on increasing consumer demand for convenience, health and well-being, choice and taste ?in a format that's compatible with busy and increasingly mobile lifestyles," said Unistraw managing director Tim York. "Partnering with Tetra Pak to introduce this new system is a natural fit for us. Not only do they have a long history of innovation and leadership in food packaging and processing, they also enjoy an extensive global customer base.?Nike Air Jordan 11Lab4 Retro 4 Patent Leather