Produced on the A1 Tetra Pak filling machine platform, the new format brings new chilled dessert markets into play for dairy and juice beverage manufacturers. This is surely the most significant example we’ve seen so far of Tetra Pak’s value chain collaboration strategy, whereby it leverages its consumer intelligence and resources such as the Customer Innovation Centres to take a lead not just in innovation of packaging but of product categories themselves. Time will tell whether this concept takes off more as a product chilled in the consumer’s freezer for in-home consumption or chilled at point of sale for out-of-home treats. Either way, ambient distribution might just be the biggest disruption in the ice-cream market for a generation.