Quarterly newsletter of Tetra Pak Arabia, a tool for effective stakeholder engagement and perception improvement.

1. GAINS IN 2009
consumption of
ambient liquid
dairy products
HIGHLIGHTS
HIGHLIGHTS IS A PUBLICATION OF TETRA PAK ARABIA 2.2009
hits grocery shopping habits
GLOBAL
SLOWDOWN

2. Amar Zahid
Managing Director
HIGHLIGHTS 2.2009
04 Global slowdown hits grocery
shopping habits in Saudi Arabia
Whether you’re watching the news
on TV, reading the newspaper or
browsing the internet, it’s clear
that the current global economic
slowdown has affected people
around the world.
08 Gains in 2009 consumption of
ambient liquid dairy products
Forecast LDP growth of 2.2%
CAGR worldwide maintained
through 2012.
10 Arabia drives agile supply
chain for customers
In a bid to be better, faster and
cheaper, the Greater Middle East
Cluster has rolled out 4 global
projects in 2009.
12 Arabia rocks to milk
In Arabia, Tetra Pak organised a
series of 5 events to celebrate
World Milk Day for hundreds of
families at various shopping malls.
15 NADA – Passion for excellence
Tetra Pak Arabia has recently
signed an agreement with Nada,
to upgrade and extend the
pasteurised milk and juice plant.
17 Effective Key Account
Management workshop held in
Jeddah
Key Account Management is an
effective partnership between
supplier and customer with the
purpose of delivering superior
value propositions to our
customers.
24 International Products
26 Tetra Pak launches easy-to-use
Tetra Brik Edge
Tetra Brik Edge is so user-friendly
that even consumers with hand
disabilities, such as arthritis or
injuries, found it easy to handle,
open and pour.
FEEDBACK
We would appreciate your comments -
please e-mail comments to
rauf.hameed@tetrapak.com
Publisher:
Martin Fejk, martin.fejk@tetrapak.com
Editor:
Rauf Hameed, rauf.hameed@tetrapak.com
Editorial Board:
Amar Zahid, Niels Hougaard, Martin Fejk,
Mohammed Angawi, Rauf Hameed
Dear Readers,
We are pleased to share with you
the latest issue of Highlights. It features
insightful research on how Saudi
consumers have changed their lifestyles,
spending and purchasing habits and
especially their grocery shopping habits
in the current economic climate.
This issue also includes the global
launch of Tetra Brik Edge, the packaging
solution for chilled liquid dairy products
designed for consumers of all ages. We
hope our customers will like the new
generation of Tetra Therm Aseptic Drink,
a cost-efficient and flexible unit for
processing a wide range of beverages.
As part of our continued
commitment to the dairy industry, we
are pleased to present the second issue of
the Tetra Pak Dairy Index, which offers
the latest facts, figures and trends related
to the global dairy industry.
We look forward to receiving your
valuable feedback to improve the
contents of Highlights.
04
Increase in
dairy products
consumption.
08
2 HIGHLIGHTS 2.2009 HIGHLIGHTS 2.2009 3

3. GLOBAL
SLOWDOWN
hits grocery shopping
habits in Saudi Arabia
eading economies such as the US and the UK have
slipped into recession, and rising unemployment
has changed consumer trends and habits around
the world. We’re certainly not sheltered from
the fallout in Saudi Arabia, either: While unemployment
is less of a concern, prices are steadily rising. So what is
the impact on the Saudi consumer, and consequently for
brands in the Kingdom?
Global market research company Synovate recently
evaluated how Saudi consumers have changed their
lifestyles, spending and purchasing habits – and especially
their grocery shopping habits – as a result of the current
economic climate. Synovate not only surveyed people
across the nation but also held in-depth focus group
discussions, gaining an intriguing perspective on today’s
consumer mindset and shopping behaviour.
Two-thirds of Saudi consumers surveyed are financially
worse off than they were five years ago, with an even
larger proportion coming from the Riyadh area. They
mainly blame this decline on price increases, and as a
result they have changed their spending habits. And
although unemployment is not as much of a problem as
in the West or even neighbouring Gulf countries, Saudis
are also changing their attitudes towards work. Many feel
their jobs are at risk, so they are trying hard to develop
their skills and demonstrate more initiative at work in
order to avoid being laid off.
While this difficult economic picture has had a definite
impact on the lifestyle of most Saudis, the grocery
sector has been particularly affected, with every single
respondent indicating that they have changed their
grocery shopping behaviour. As one male focus group
L
Whether you’re watching the news on TV, reading the
newspaper or browsing the internet, it’s clear that the
current global economic slowdown has affected people
around the world.
The combination
of the crisis and
increasing prices has
forced consumers
to re-evaluate their
overall spending
patterns.
FEATURE
4 HIGHLIGHTS 2.2009 HIGHLIGHTS 1.2009 5HIGHLIGHTS 2.2009 5

4. participant said, “We used to fill 2 or 3
trolleys while shopping at the supermarket,
but now we buy one or one and a half
trolley of groceries.”
The combination of the crisis and
increasing prices has forced consumers to
re-evaluate their overall spending patterns,
says Jérôme Vadot, Synovate’s Managing
Director in Saudi Arabia. “While in the past
we would see a tendency to overindulge,
Saudi consumers are now taking measures
to improve their finances. They are cutting
spending in different aspects of their lives,
starting with the regular shopping.”
Saudi consumers are adopting a number
of cost-saving techniques to cope with
rising grocery bills. The most popular are
buying smaller quantities (86%), changing
to cheaper brands (75%) and stopping to
buy certain categories altogether (65%).
Promotions are another favourite, with
63% of respondents looking out for sales
on their favourite brands. Interestingly,
however, only 16% have tried a new
brand because of a promotion. And this
marketing tactic does not win points with
some consumers, as one male focus group
participant testified: “Promotions are
exhausting, because they make you move
from one supermarket to another to buy
different products from different places.”
On the other hand, international
brands have been targeted for savings by
a minority of consumers, with only 24%
cutting out or reducing their consumption
of imported products. At the same time,
consumers are switching to less expensive
imported alternatives, for example buying
Egyptian white cheese instead of Greek
feta.
In terms of categories, cheeses,
canned or packed goods, and meat
products are the most affected by more
frugal shopping behaviour, with over 90%
of consumers reducing their spending
on such products. Looking at individual
grocery items, rice, powdered milk, oil,
jarred cheese and lamb meat were the
biggest victims of new consumer shopping
patterns.
The new economic realities have also
affected gender roles when it comes to
grocery shopping habits. Wives used to
be the sole decision-makers but this has
changed, with husbands increasingly
getting involved, especially when it comes
to prices. As one husband explained,
“We used to stop at any supermarket
on our way, but now we go to the ones
that have special offers.” Of course this
leaves women frustrated since they cannot
always buy the household brands that
they trust, got used to and need. Some
men have even stopped taking their wives
with them when shopping for groceries,
believing wives do not pay close attention
to prices and preferring to look for cheaper
alternatives on their own.
In general, Saudi consumers are
pessimistic about the near term, with
43% predicting only a negative future and
another 14% saying things will get worse
before they improve. As a result, they are
not only more careful with their grocery
budgets but also cutting back spending in
other areas. “I used to change the carpets
of the house every year, but now I send
the carpets to the cleaners,” disclosed
one female focus group participant, while
another lamented, “Gold has become
expensive and we cannot afford to buy it
like we used to.”
Travel and leisure activities have
been targeted for cost-savings by 46% of
respondents, and clothing budgets are
being slashed by 42%. Focus groups also
revealed that a well-established trend is on
its way out: Fathers are no longer buying
cars for their sons but now expect them to
earn enough for their own car. Likewise,
while Saudi families would simply replace
faulty electronic appliances, these days
they demand long warranties and free
maintenance.
Perhaps surprising, however, is that
only 38% are eating out less, and just 25%
are willing to cut back on their purchase of
perfumes. And children continue to enjoy
privileged status in Saudi society, with a
mere 23% of parents thinking of scaling
back kids’ entertainment!
Households in Saudi Arabia are seeking
financial security to ride out the crisis and
overcome inflation, using a combination
of specific cutbacks and lifestyle changes
to best meet their new needs, concludes
Vadot. “Synovate’s survey has identified
sensitive grocery categories that are more
vulnerable to spending cuts.
Our advice for marketers in those categories
is to quickly adapt to this new Saudi
consumer behaviour by offering greater
value for money, using promotions more
frequently, and finding efficiencies that will
allow them to cut prices. Business as usual
simply isn’t an option these days!”
The results of Synovate’s Consumer Grocery Basket
study were drawn from both qualitative and quantitative
research conducted in the Kingdom during June-July
2009. The quantitative phase consisted of face-to-face
interviews with 816 consumers. For further details contact
Ghaida Fatany at ghaida.fatany@synovate.com
Saudi consumers are adopting a number of
cost-saving techniques to cope with rising
grocery bills. The most popular are buying
smaller quantities (86%), changing to cheaper
brands (75%) and stopping to buy certain
categories altogether (65%).
Our advice for marketers in those categories is to quickly
adapt to this new Saudi consumer behaviour by offering
greater value for money, using promotions more frequently,
and finding efficiencies that will allow them to cut prices.
Business as usual simply isn’t an option these days!
OUR SINCERE ADVICE FOR AMBITIOUS MARKETERS
6 HIGHLIGHTS 2.2009 HIGHLIGHTS 2.2009 7
FEATURE

5. he figures released in the latest
edition of the Tetra Pak Dairy
Index – which tracks worldwide
facts, figures and trends in the
dairy industry - show that consumption of
ambient milk and other ambient liquid dairy
products (LDP) across developed markets
is projected to grow by 0.6% from 2008 to
2009. This growth comes during a period
of worldwide economic recession, with total
LDP consumption (ambient and chilled) in
developed markets expected to dip by 1.2%
from 2008 to 2009.
“Although the recession has affected
many sectors, it has not affected milk and
liquid dairy consumption in the same way,”
said Dennis Jönsson, President and CEO,
Tetra Pak Group. “Milk is a healthy, nutritious
and affordable food staple, which 44% of
the world’s population drinks every day.
While we have seen some consumers ‘trade
down’ to less expensive products in the
category, the market remains stable.”
According to the new Tetra Pak Dairy
Index, which was released recently, total
global consumption of milk and other LDP
is expected to grow by 1.3% from 2008
to 2009. By the end of 2009, worldwide
consumption of LDP is expected to reach
263 billion litres - up from 259 billion
litres in 2008. This figure increases to 284
billion litres when soy milk and other dairy
alternatives such as rice, nut and seed-based
milks are included.
Future global growth Tetra Pak
is forecasting that total global LDP
consumption will grow at a compound
annual growth rate (CAGR) of 2.2% from
2009 to 2012 - in line with its projection
earlier this year.
Much of this growth will be led by
developing markets - which have driven
95.8% of global LDP consumption growth
from 2005 to 2008 - due to factors such as
population growth, rising incomes and the
relative novelty of liquid dairy products.
Developed markets, which represent
around one-third (32%) of global LDP
consumption, face a tougher situation
because many have already high per capita
milk consumption rates. For example,
Ireland leads the world in per capita
consumption of chilled and ambient milk
products at 160 litres per person per year
compared to per capita consumption of
just 19 litres per year in China. However,
the Tetra Pak Dairy Index highlights that
producers in developed markets are not
standing still and are finding new ways to
maintain growth.
“In developed markets such as North
America, Western Europe and Australia,
where milk consumption is already high,
dairy producers are driving new growth by
developing new products and consumption
occasions, promoting milk in appealing
new ways, catering to consumer trends
and promoting the benefits of long-life
products”, remarked Michael Zacka,
vice president, marketing and product
management, Tetra Pak.
For example in Canada, dairy producers
are positioning long-life milk as an attractive
product for use at vacation cottages and on
camping trips where refrigeration is difficult.
And in Spain, dairy producers have driven
new growth by establishing a new segment
in fortified and functional milk. This includes
milk with added calcium for healthy bones
and milk with Omega 3 for healthy hearts.
Ambient LDP
One of the key areas of growth worldwide -
in both developed and developing markets
- is ambient (long-life) LDP. In developed
markets, the focus of the current issue of
the Tetra Pak Dairy Index, ambient LDP
consumption is expected to reach a CAGR
of 0.7% from 2009 to 2012.
Driving this growth in developed
markets are four main factors:
1. A general trend toward health and
wellness, which is driving demand for
enriched products often sold in ambient
packages. For example, in Spain, thanks
to health promotion efforts on behalf of
dairies, the government and regional health
officials, sales of fortified milk account for
20% of the country’s total milk consumption.
This includes milk with added calcium, milk
with Omega 3, milk designed for infants and
lactose free milk.
2. Busy, stretched lifestyles, which is driving
convenient, time-saving solutions. For
example, in the US, parents are starting
to buy large quantities of ambient milk
designed specifically for babies and
toddlers. They can store this milk at home,
thereby avoiding frequent trips to the
supermarket.
3. A desire to enjoy life within the current
economic downturn with small treats
and new consumption occasions that
favour ambient products. This is driving
consumption of flavoured milk among both
adults and children in developed markets.
For example, in Germany, children drink
flavoured milk at school, while in the US,
flavoured milk is a popular accompaniment
to adult breakfasts and childrens’ lunches.
4. A growing trend toward economisation,
with consumers deploying money-
saving strategies. For example, in some
countries ambient products are sold at
more economical price points than chilled
products and in others are offered as part
of retailer promotions where consumers can
buy large quantities at a favourable price.
Forecast LDP growth of 2.2% CAGR
worldwide maintained through 2012.
Flavoured milk and soy milk
New opportunities for growth in developed
markets. While white milk represents the
largest segment of the LDP category across
developed markets - with 76% market share
- producers are also looking to flavoured
milk and soy milk as potential opportunities
for growth. Over the past 12 months, the
UK, Spain, Canada and Australia have all
seen growth in consumption of flavoured
milk, the second-largest LDP category after
white milk in developed markets - although
these started from low consumption
volumes.
Soy milk, which is often positioned as a
healthy natural alternative to cow’s milk, is
expected to grow in developed markets
by a CAGR of 1.0% from 2006 to 2009.
From 2009 to 2012 both flavoured milk
and soy milk are expected to continue to
grow globally at CAGRs of 3.3% and 3.1%
respectively.
Both current and previous issues of the
Tetra Pak Dairy Index are also available at
www.tetrapak.com/dairyindex.
The Tetra Pak Dairy Index is a
biannual report, which is designed
to help dairy producers identify
new opportunities for growth
while offering all industry watchers
information on the latest facts, figures
and trends related to the global dairy
industry. The data contained in this
report is collected from a variety of
Tetra Pak and external sources and
analysed by Tetra Pak’s dairy market
experts. The Tetra Pak Dairy Index
also includes Tetra Pak’s analysis
of the industry, based on its day-
to-day work with dairy customers,
governments, non-governmental
organisations and local communities
around the world to support every
aspect of the dairy value chain.
TETRA PAK DAIRY INDEX
T
consumption of ambient
liquid dairy products
2009
Producers are also looking to
flavoured milk and soy milk as
potential opportunities for growth.
Gains in
8 HIGHLIGHTS 2.2009 HIGHLIGHTS 2.2009 9
SHORTCUTS

6. D
“A
Tetra Pak Arabia & Dubai
Arabia drives agile
Tetra Pak Arabia and Dubai Bone and
Joint Centre partner to raise osteoporosis
awareness in Dubai schools.
ubai Bone and Joint Centre
(DBAJ), the leading regional
Musculoskeletal Center
based in Dubai Healthcare
City along with Tetra Pak Arabia
recently concluded a series of
successful seminars on osteoporosis
understanding among school children
in Dubai, UAE.
Each session was facilitated by Dr.
Shah Khan, a renowned Pediatric
Orthopedic Surgeon at Dubai Bone
and Joint Center, who captivated
the audience through a variety of
interactive games and lectures,
focusing on topics of interest in
osteoporosis and utilisation of
milk. After the seminars, gifts were
distributed amongst the children.
Commenting on the initiative,
Martin Fejk, Marketing Director,
Tetra Pak Arabia, said, “We are
pleased to partner with DBAJ to raise
osteoporosis awareness amongst
children and their parents. In line
with our motto, ‘PROTECTS WHATS
GOOD’, we strive to offer the best
packaging, enabling children to
benefit from the healthiest nutrients of
products inside our packages”.
The campaign which marked the
celebration of World Osteoporosis
Day (a day annually celebrated on
20th October) aimed to educate
children on the benefits of milk
consumption, staying active and
keeping abreast of the risk factors in
order to prevent osteoporosis.
World Osteoporosis Day holds special
significance for DBAJ, the leading
regional musculoskeletal centre, as it is
the only extensive medical facility for
orthopaedic disorders in the Middle
East. Dr. Ayesha Abdullah, Senior Vice
President, Dubai Healthcare City said,
”It is our responsibility to create and
impart awareness on osteoporosis to
our children as these youngsters are
our future and the right guidance at
an early age will help them maintain a
healthy bone development and build
stronger communities later on in life”.
fter a successful cluster
implementation of PrISP,
GME is complementing the
Supply Chain with 3 other
projects that will allow us to be even
more competitive in supporting our
customers’ business: easy Design,
VMI and Forecast-to-Base-Material-
replenishment”, says Wlademir
Pecoraro, Director Supply Chain
Integration for the cluster.
Tetra Pak Arabia has launched the
Vendor Managed Inventory (VMI)
project, as part of the supply chain
integration which will contribute
to profitable growth for both our
customers and Tetra Pak. Initially
the VMI has been launched for 2
customers: Al-Rabie and SADAFCO.
These customers will benefit
from better inventory control and
optimisation on working capital
whereas Tetra Pak will benefit from
better management of the monthly
production volume.
In a bid to be
better, faster
and cheaper,
the Greater
Middle East
Cluster has
rolled out 4
global projects
in 2009.
“Vendor Managed Inventory (VMI)
is one way to develop a more
collaborative relationship and it
gives high level of integration and
transparency in the whole chain.
Data visibility and planning, plus
extended links in the Supply Chain
can drive higher productivity for
Tetra Pak, logistic improvements
and lower product cost”, remarks
Tariq Nabeel, Customer Service
Representative, Tetra Pak Arabia.
“Vendor Managed Inventory (VMI)
demonstrates yet another area
where Tetra Pak is pro-actively
driving cost from the Supply
chain. The primary goals are to
optimise the quality of the delivery,
reduce lead time, and through an
“incremental reduction in total
inventory” over time reduce our
customers working capital”, remarks
Ian George, Senior Key Account
Manager, Tetra Pak Arabia.
SUPPLYCHAINfor customers
BONE & JOINT CENTRE
successfully raise Osteoporosis awareness
10 HIGHLIGHTS 2.2009 HIGHLIGHTS 2.2009 11
SHORTCUTS

7. an event to mark World Milk Day in
Arabia, in partnership with its customers.
At Tetra Pak, we believe it is our
responsibility to raise awareness about
the importance of drinking milk. World
Milk Day has given us an opportunity to
educate children and parents through
interactive and educational activities,”
said Jose Maria Hernandez, Liquid Dairy
Products Category Manager, Tetra Pak
Arabia.
ROCKS TO MILK
During the day, free samples of
flavoured and plain, long-life milk
of Tetra Pak’s customers were
distributed and enjoyed by children
and parents. Through a range of activities
such as the family fun show, kids talent show
and a variety of interactive games hundreds
of children and adults were educated on the
importance of milk consumption.
“This is the third year Tetra Pak has organised
In Arabia, Tetra Pak organised a series of
events to celebrate World Milk Day for
hundreds of families at various shopping malls.
ARABIA
D
This event is part of Tetra Pak Arabia’s ongoing
drive to raise awareness about the health benefits
of packaged milk products in the region. During
the past few years, Tetra Pak has organised World
Milk Day events in KSA, Yemen, UAE, Kuwait and
Bahrain.
Taking place on1st June every year, World Milk
Day is promoted by Food and Agricultural
Organisation of the United Nations (FAO).
RAISING AWARENESS
12 HIGHLIGHTS 2.2009 HIGHLIGHTS 2.2009 13
SHORTCUTS

8. Masafi’s Fruit therapy
Activation-POS-Print-
Online campaign amongst
the finalists at prestigious
global industry awards.
TAKES CENTRE STAGE AT
BEVERAGE
INNOVATION
AWARDS ‘09
etra Pak Arabia’s customer Masafi Juice, one of the leading juice brands
in the Middle East, received a major international recognition when it
was nominated among the five finalists in one of the award categories
at the Beverage Innovation Awards 2009.
The awards were handed over during a gala ceremony held recently in Munich,
Germany. Nearly 500 industry representatives from around the globe attended
the ceremony, which saw over 340 product innovation entries from 40 countries
across 24 categories.
The nomination of Masafi’s ‘Best Activation-Point-of-Sale-Print-Online Campaign’
is a top acknowledgement of a regional FMCG company among leading
multinational brands from around the globe. The Fruit therapy campaign
showcased the health benefits of Masafi’s 100% pure juice blends and the natural
healing it provides through innovative proprietary flavours.
The campaign, involving print, outdoor, public relations, website, leaflets, in-
market displays and brand packs, focused on communicating the end-benefits of
each product, provided by its various fruit flavours, instead of the product itself.
Rami Benjamin, Business Development Manager at Masafi, said, “We take pride
in this amazing recognition of Masafi Juice amongst the leading names from the
beverage industry. To be among the finalists in such an elite brand-spread – that
too within eight months of our Tetra Pak launch – is a great achievement. It goes
to prove that Masafi Juices are definitely on par with the top global brands in
quality terms.”
Al-Safi Danone has launched a delicious
juice and milk blend, lemon with mint
as part of its expansion of Danao family
range. The product has been launched
in Tetra Top 1000ml Base.
Lemon Mint
launched
MASAFI
JUICE
T
DANAO
Passion for
he project was kicked off in
a meeting during November
which was attended by the
Processing team from Lund.
The project, led by Larry Burgess,
Project Director from Nada and Niall
Hoey, Project Manager from Tetra Pak
Middle East, is planned to run for the
next 18 months.
The project will improve the plant waste
levels and enhance the capacity for
mid-to-long term growth.
In 1982, Nada was established in
the Eastern Province, to produce
pasteurised dairy products and juices.
Nada today has achieved the enviable
status of a ‘model farm’. It is one of the
Tetra Pak Arabia has recently signed an
agreement with Al-Othman Agricultural
Production and Processing Company (Nada),
to upgrade and extend the pasteurised milk
and juice plant.
excellence
T
largest in the Kingdom of Saudi Arabia,
and at par with any other operation of
its kind in the world.
Today the name Nada is associated
with quality throughout the region
because they care about what they
produce and take pride in what they
have achieved.
Another milestone in Nada’s history
is the relocation of its plant and
installation of new lines. The re-
location was done between September
2008 and May 2009. It incorporated
a totally new building, movement of
the existing Tetra Pak Lines and the
installation and commissioning of an
A3/Flex TBA1000S Line.
SHORTCUTS
14 HIGHLIGHTS 2.2009 HIGHLIGHTS 2.2009 15
SHORTCUTS

9. he launch was done as a trial
to assess the installation of a
UHT filler of its own. Although
the product has just been
launched the initial consumer response
is quite encouraging.
Their current corporate portfolio consists
Al Ain launches
launched in GCC
ufood Trading based in Dubai, which belongs to the Ibrahim Al Zarooni
Group of Companies, has recently launched 6 popular flavours of
Freej juices in TBA/200S packaged at the plant of Tetra Pak Arabia’s
customer,Gulf and Safa.
The brand brings to life Freej, the Middle East’s first 3D animated cartoon
series, which is the brainchild of Mohammed Saeed Harib. It is the tale of 4 old
Emirati women living in a secluded neighbourhood in modern day Dubai.
The main characters of the show are Um Saeed, Um Saloom, Um Allawi and
Um Khammas, who try to live a peaceful life in the midst of the ever-
expanding city around them, but the city’s boom unveils new social issues
every day that they would have to solve in their own simple way.
Freej started as a 6-page study book in 1998 but it never materialised until
2003 when it was adopted by Dubai Media City. A small demo was created
to test the concept and shortly after it was given the official go-ahead by the
Sheikh Mohammed Establishment for Young Business Leaders (SME).
Effective
Key Account Management
workshop held in Jeddah
he workshop was attended by
all key account managers and
many members of key account
management teams from
other departments such as customer
service representatives, technical,
processing, marketing and finance
and was moderated by Agnes Lilla
Fozo, Manager Relationships Customer
Management Process in Tetra Pak
International.
“Our key account managers have to
act like orchestra conductors, as the
trend is to have more business from
fewer customers. Thus KAMs have to
act like informed business partners
acting freely and responsibly showing
partnership and having fun with
customers and colleagues”, remarked
Agnes Lilla.
It can be a great experience to work
with a high performing customer team.
Key Account Management (KAM) is an effective partnership between
supplier and customer with the purpose of delivering superior value
propositions to our customers, concluded a 2-day KAM Reloaded
training workshop, which was recently held in Jeddah.
TOMATOPASTE
FREEJ
juices
T
D
T
The participants found the workshop
quite useful in highlighting the value of
key account management. It included
many breakout sessions and valuable
topics such as expectations from a
Tetra Pak Market Company, KAM at
Tetra Pak, building and planning for
growth as a team. The workshop also
emphasised that KAM is all about
paving the right way to deliver results
and grow business. Some of the key
elements of key account management
include:
• Cross Functional Teams, which
represent the main capabilities of
Tetra Pak towards the customer – the
required capabilities may be different
for different customers.
• Having the right competencies
in place and securing commitment
and measuring customer team
performance.
“Teamwork represents
values which encourage
listening and responding
constructively to views
expressed by customers,
giving others the benefit
of the doubt, providing
support and recognising
the interests and the
achievements”, added
Agnes Lilla.
The flavours include guava, pineapple,
orange, fruit cocktail, mango and apple.
Al Ain Vegetable Processing and Canning Factory, part of
the Agthia Group, which is one of the leaders in the tomato
paste and frozen foods categories in the UAE, has launched
tomato paste in TBA/125 which is packed for them by
Tetra Pak Arabia’s customer Awal Dairy in Bahrain.
of two well-established and successful
companies; Al Ain Mineral Water
Company – a leading producer of high-
quality bottled mineral water – and
Grand Mills for Flour & Feed Company,
a pioneer in the manufacturing and
production of the highest quality flour
and animal feed.
SHORTCUTSSHORTCUTS
16 HIGHLIGHTS 2.2009 HIGHLIGHTS 2.2009 17

10. artin Fejk, Marketing
Director, greeted
employees and Faisal
Ghulam, Human
Resource Director, handed out
certificates of appreciation to
employees for their dedicated and
valuable service. Various exciting
activities had been arranged
for kids including face-painting,
interaction with clowns, jumping in
a castle and others.
The guests won many exciting
prizes including holiday trips
to exotic destinations such as
Malaysia, Cyprus and Dubai. The
end of the day featured a lucky
draw offering valuable prizes.
Tetra Pak Arabia recently organised an enjoyable
Employee Day event at the Al Nakheel Village Resort in
Jeddah. On this occasion, gold coins were distributed
among all employees who had completed more than 5
years of service with Tetra Pak.
PARTNERSHIP & FUN MARK
EMPLOYEE DAY 2009
M
SHORTCUTS
18 HIGHLIGHTS 2.2009 HIGHLIGHTS 2.2009 19

11. IFTAR
RECEPTION
for customers
This year
again, on 15th
Ramadan, Tetra
Pak Arabia
hosted an
Iftar reception
dinner at
Leylaty, which
was attended by
over 100 senior
executives
of Tetra
Pak’s leading
customers.
SHORTCUTS
20 HIGHLIGHTS 2.2009 HIGHLIGHTS 2.2009 21

12. Highlights: Which word or phrase do you think is
overused?
RK: Insha Allah (God willing).
Highlights: How would you explain your job to a
child?
RK: I sell machines that produce carton packages
to fill delicious juices for you.
Highlights: What did you have to learn the hard
way?
RK: Doing private business without partners.
Highlights: What do you sing or hum when you are
alone?
RK: You can’t do that in Yemen.
Highlights: If you could choose any profession
what would that be?
RK: Sales.
Highlights: Is there a book that changed your
perspective?
RK: Bottom-up Marketing by Al Ries and Jack
Trout.
Highlights: What’s the best reward for a job well
done?
RK: Appreciation.
Highlights: What is your idea of perfect happiness?
RK: Satisfaction.
Highlights: What is your greatest fear?
RK: Fear of the unknown.
Highlights: Which person do you most admire?
RK: Anwar Al Sadat, the ex-Egyptian president.
Highlights: What is the trait that you most deplore
in others?
RK: Laziness.
Highlights: What do you most like about yourself?
RK: Capacity to forgive others.
Highlights: Which talent would you most like to
have?
RK: Poetic creativity.
Highlights: What do you most value in friends?
RK: Honesty.
Highlights: Who are your favourite writers or
singers?
RK: Abdel-Halim Abdallah and Naguib Mahfouz.
Highlights: What is that you most dislike?
RK: Liars.
Highlights: What is your motto in life?
RK: Think positive.
Highlights: How and when did you start your
career with Tetra Pak?
RK: I started my job at Tetra Pak in 1985, before
that I was working with PKL machines.
Highlights: Are you a control freak?
RK: To some extent, yes.
Highlights: Who can you not live without?
RK: Women in my life.
Highlights: What is the best thing that you like
about your job?
RK: Challenges at work and variety of people I
interact with.
Highlights: What’s on your bedside table?
RK: Electric fan.
Highlights: What’s on your CD player?
RK: Kazm Al Saher.
Highlights: What do you enjoy doing in your spare
time?
RK: Meeting people.
Highlights: What’s the wildest thing you have ever
done?
RK: Marrying twice.
Highlights: Which is your favourite perfume?
RK: SEXY 212.
Highlights: What’s your zodiac sign?
RK: Virgo
Highlights: How do you relax?
RK: Being with my family in my house by the Red
Sea.
Reda Khamis, a
passionate buff of
innovation is part of
the Tetra Pak Arabia
team for the last over
17 years and has since
then relished new
lessons and enjoying it
every single day.
INNOVATION
Learning the secrets of
PROFILE
22 HIGHLIGHTS 2.2009 HIGHLIGHTS 2.2009 23

13. GERMANY
Cappuccino milk in Tetra Brik Aseptic 1000 ml SlimCap
packages popular among coffee chains
PORTUGAL
Parmalat switches to Tetra Gemina Aseptic
packages for juice products and value-added
UHT-milk
ITALY
Switch to Tetra Gemina
Aseptic packages improves
shelf visibility for cereal
drink manufacturer
FRANCE
Weight management dairy drink in
Tetra Prisma Aseptic 200ml
Square packages
With the emergence of the coffee chains came a demand for a convenient “Cappuccino milk”, a milk
especially suited for steaming milk over coffee.
frischli responded to this demand in early 2008 with the launch of “Cappuccino-Milch” in Tetra Brik
Aseptic 1000 ml packages with SlimCap.
The new “Cappuccino milk” is made with semi-skimmed milk (2.5% fat) to which sugar (0.6%) and milk
protein (0.5%) has been added together with a stabiliser (sodium alginate). These special additions
produce a perfect (and stable) milk foam when steamed over coffee drinks. The Cappuccino milk is well
accepted due to its high quality and functionality.
In Portugal, most of the key brands in the UHT-milk and fruit juice/
nectar segments are marketed in Tetra Brik Aseptic packages and
Tetra Prisma Aseptic packages respectively. In this environment,
Parmalat recently came to the conclusion that, in order to achieve
better differentiation on the shelves and secure a good future position
for its brands, the company had to make a significant change in its
packaging. The company chose Tetra Gemina Aseptic 1000 ml Square
packages as its main differentiator.
In the middle of 2008, Parmalat switched all its “Santàl” juices, nectars
and still drinks from Tetra Prisma Aseptic 1000 ml Square packages
to Tetra Gemina Aseptic 1000 ml Square packages. The value-added
UHT-milk varieties under the “UCAL São Lourenço” brand were
switched from Tetra Prisma Aseptic 1000 ml Square packages in the
beginning of 2009.
The Tetra Gemina Aseptic package is a novelty in the Portuguese
market. Parmalat’s goal was to offer, not only shelf differentiation, but
also better functionality (as Parmalat sees it) to consumers, including;
• More effective product pouring (down to the last drop)
• Improved grip
Abafoods s.r.l. is a company specialised in the production of organic drinks, specifically milk
alternatives, by processing all sorts of cereals and soya beans. The company also produces
fruit juices, nectars and ice tea.
“Isola Bio” is the company’s main brand. Abafoods uses exclusively Tetra Pak packaging
systems and for many years the Tetra Brik Aseptic 1000 ml Slim (with SlimCap) package
format has been its main package type and size in the “family segment”.
However, due to increasing competition in the Italian market segment of organic cereal-
based and organic soya-based beverages, with many brands (including imported) available
in TBA 1000 B and TBA 1000 S packages, the company had witnessed a growing lack of
differentiation of its products on supermarket- and natural food store shelves.
To combat this, Abafoods decided to replace its TBA family size package lines with Tetra
Gemina Aseptic, in sizes 500, 750 and 1000 ml, with the 750 ml size being brand new to
them.
Candia’s business with Tetra Pak France goes back more than 30 years and its current
portfolio includes Tetra Brik Aseptic 1000 ml Base, 1000 ml Slim, 200 ml Base, 200 ml Slim
and 200 ml Square with StreamCap packages, as well as its most recent addition – Tetra
Prisma Aseptic 200 ml Square.
With its September 2008 launch of “Candia Silhouette Active” , a weight control product
for adult women, in TPA 200 ml Sq packages, Candia introduced a major innovation in the
portion packed value-added milk segment, in total contrast to existing shelf offers both in
terms of ingredients, packaging type and (wine-red) graphics.
• Practicality - easy to use on-the-go for an all-the-day consumption.
McCarter a.s. is the leading producer of fruit and vegetable juices and concentrates in
Slovakia. In order to satisfy new consumer needs in the “healthy life style and health
prevention” segment, McCarter has extended the “RIO” brand with “RIO Prevention”, a line
of premium, high juice, nectars.
Tetra Prisma Aseptic 1000 Square packages was McCarter’s choice as it is one of the most
preferred packages among consumers both for immediate consumption (e.g. at work) and for
home consumption.
The April 2009 launch included three products varieties, with each offering an “extra bonus”
in the form of natural, health-promoting substance.
SLOVAKIA
Premium juice nectars in Tetra
Prisma Aseptic 1000ml packages
for health-conscious adults
INTERNATIONAL PRODUCTS
24 HIGHLIGHTS 2.2009 HIGHLIGHTS 2.2009 25

14. for high viscous and particulate foods
that combines economy
with ecology
The new generation of Tetra Therm
Aseptic Drink pasteurisers enables
beverage producers to cut water
consumption by up to 80%, energy by
up to 30% and product losses by up
to 30%, compared to other solutions
on the market. This gives higher
operational
efficiency
and lower
environmental
impact.
etra Pak has recently launched
the new generation of Tetra
Therm Aseptic Drink, a cost-
efficient and flexible unit for
processing a wide range of beverages.
Thanks to the introduction of an advanced
automation system, the new generation
units secure unsurpassed operational
efficiency and life-cycle performance.
New
Tetra Therm
Aseptic Visco Unit
capacity UHT treatment for high viscous
soups and sauces, tomato pastes, custard
desserts, fruit preparations, vegetable
purees and baby food products. The
capacity of this unit for high viscous
products can run up to 18,000 litres/hour.
etra Pak has recently launched
a new Tetra Therm Aseptic
Visco unit, for high viscous
and particulate products that
cuts products losses by up to 50%,
boosts production flexibility, and further
maximizes food safety thanks to an
innovative new heat exchanger.
The Tetra Therm Aseptic Visco high
pressure unit is a continuous food-
processing unit that enables efficient high-
New system cuts
product losses by
up to 50%, boosts
production flexibility.
EASY-TO-USE
TETRA BRIK EDGE
With a larger screw cap and low opening
force, Tetra Brik Edge is easy to use -
whether you are young or old.
etra Pak recently announced the
global launch of Tetra Brik Edge,
the packaging solution for chilled
liquid dairy products designed
for consumers of all ages, from children to
elderly consumers.
The 34 mm diameter SimplyTwist™
screw
cap on Tetra Brik Edge requires a low
opening force, designed to be easy to open,
pour and reseal for everyone. The large
diameter of the closure is also ideal for
smooth pouring of thicker dairy products
such as cultured milks and drinking
yoghurts as well as milks and flavoured
milks. The angled top makes it easier to
grip the cap, there is more space for the
hand and fingers and, when pouring, the
latest addition to the best selling Tetra Brik
range doesn’t need to be lifted high.
T
T
TTetra Pak launches
for chilled products
• Cuts in water consumption: The closed
cooling circuit in the deaerator and closed
water system for the vacuum pump reduce
water consumption by up to 80%.
• Cuts in energy consumption: Improved
heat recovery and efficient heat transfer,
through a double hot-water circuit in the
tubular heat exchanger, can reduce energy
consumption by up to 30%.
• Cuts in product losses: Product losses
reduced by up to 30%, thanks to the vessel
and valve design and a product return
recovery system in which the product in the
return pipe is pushed back into the balance
tank when it is time to stop production.
The improved mix phase control, in which
instrumentation measures product change-
over, reduces product losses further.
• Cuts in environmental impact: This is the
result of significantly less energy and
water consumption and reduced
product losses.
Intelligent Beverage
Pasteuriser
Tetra Pak launches
uitable for all dairy customers
with high capacity production, the
Tetra Centri AirTight Eco separator
reduces energy consumption of
an overall separation system by up to 35%
S
compared to conventional paring disc
separators and doubles production time
between major services compared to belt
driven separators.
TETRA CENTRI
AIRTIGHT ECO
World’s first hermetic
direct driven dairy
separator cuts energy
consumption up to 35%.
Tetra Pak has recently launched the Tetra
Centri AirTight Eco separator, the world’s first
hermetically sealed direct driven dairy separator.
SHORTCUTS SHORTCUTS
26 HIGHLIGHTS 2.2009 HIGHLIGHTS 2.2009 28

15. UK and Ireland’s favourite brands able to carry the
FSC label by using Tetra Pak cartons.
TETRA PAK CARTONS
TO GO FSC
1.5 BILLION
available standadrd, FSC, and builds
upon their successful launch of a
FSC-certified Tetra Recart™ range for
Sainsbury’s chopped tomatoes, in late
2007. This led to the subsequent move
of the Sainsbury’s SO Organic pulses
range into Tetra Recart™ as well. Earlier
this year also saw Innocent launching
FSC across all its kids smoothie packs in
Tetra Wedge Aseptic™.
This development will see supply
increase from 200 million FSC-certified
packs available globally in 2008, to
over 1.5 billion packs, in the UK &
Ireland alone. All the European mills
supplying Tetra Pak’s paperboard have
FSC Chain of Custody certification in
place, demonstrating traceability and
acceptability of the board used.
Made largely renewable, natural resource
– wood – the move further enhances the
environmental credentials of the pack. In
2008 25.6 billion cartons were recycled,
up 64% since 2002. Over the next year,
75% of the cartons made by Tetra Pak
for the UK & Ireland will become FSC-
certified.
Tetra Pak has recently
announced that many of its
UK and Irish customers will
now be able to use the Forest
Stewardship Council (FSC) label across
the nation’s favourite brands. The
majority of Tetra Pak cartons in the UK
and Ireland can now use paperboard
sourced from FSC certified forests and
other controlled sources, demonstrating
the company’s ongoing commitment to
responsible forest management.
This development is a first in Europe,
where a major liquid food and drink
packaging manufacturer is able to launch
such a wide-scale roll out. It means iconic
household milk, juice and liquid food
brands will be able to sport the FSC logo
across many, if not all, of their packs
within the next 12 months. Brands such
as Princes, Ribena, Rubicon, Moo and
many retail own label products packed in
Tetra Pak cartons will be included.
The move comes as part of the
company’s ongoing drive to attain
certified traceability from forest to
consumer according to the highest
T
Tetra Pak is a member of the WWF
Climate Savers Programme and
is on track to achieve its global
commitment to reduce carbon
emissions by 10% by 2010 while
continuing to grow. Tetra Pak is
also committed to increasing the
recycling of its cartons, which can
be used as raw material for other
products.
TETRA PAK PARTNERS WITH WWF
FEATURE
Tetra Pak Arabia
P.O. Box 9454, Jeddah 21413, Kingdom of Saudi Arabia
Tel.: +966 2 635 1515 +966 2 636 0030 Fax: +966 2 636 2220
www.tetrapak.com