Tetra Pak crowned a Russian "Superbrand"

By Neil Merrett

- Last updated on GMT

Related tags Tetra pak Russia

The Russian arm of packaging giant Tetra Pak has been judged to be
a "Superbrand" by an independent organisation in the
country.

The news was announced earlier this week by the panel of the Russian Superbrand organisation, who look to find brands they feel operate "above and beyond others"​ in the business sector.

Tetra Pak's inclusion into the list of the country's "Superbrands"​, marks increasing fortunes for the company and the wider packaging industry in Russia.

Out of the 160 markets from which it operates, Russia is becoming increasingly important to Tetra Pak, with the country moving three places to number seven in its top ten ranking markets based on packaging material sales.

This was driven by growing sales for the company in 2005, which increased by 11 per cent to over 5 billion packages being sold.

The increase is indicative of the growing influence of Russia in the packaging industry with a recent report by consumer analyst Euromonitor finding that in country, food packaging production rose from 55.2bn units in 2000 to 78.4bn units in 2005, a pattern expected to continue this year.

The Superbrand organisation, which shares its name with the accolade, was first established in the UK in 1994, coming to Russia ten years later.

According to its website it aims to identify "and pay tribute to exceptional brands by recognizing, rewarding, and reinforcing leading brands from all over the world"​.

The decision of which companies fit the bill, is made with the help of market research and for the first time this year, an online voting poll, open to consumers for a whole month.

This information is then adjudicated by a panel including Alexander Shokhin, President of the Russian Council of Industrialists and Entrepreneurs, as well representatives from various market research and consulting companies.

Speaking as to why he thought the company had been selected as a "Superbrand"​ in the country, Tetra Pak's Alexander Nikolaev said "Since the very start of working with Russia in the 50's Tetra Pak had a long-term vision. High recognition of Tetra Pak brand in Russia is a result of successful work of the market company which this September celebrated 20 years of opening of its representative office in the former Soviet Union."

Tetra Pak joins a number of multinational companies like ABB, BASF, Boeing, Cargill, Dell, Deutsche Bank, DuPont, Henkel, Hewlett Packard, IBM, Intel and Microsoft who also became "Superbrands"​ in Russia in 2006.

Related topics Processing & packaging

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