Switzerland-based food packaging company Tetra Pak has announced partnering together with North American premium drinking water brand Flow Beverage and live entertainment business Live Nation Canada.

Tetra Pak will be responsible for providing its Custom Printing solution to help create the designs of Flow’s cartons.

The effort will also create new marketing and advertising opportunities for the brand.

Flow is claimed to be the first brand to utilise Tetra Pak’s Custom Printing technology to provide an immersive and engaging experience to customers via beverage packaging.

Flow founder and CEO Nicholas Reichenbach said: “We are thrilled to be the first brand to market the unique Tetra Pak Custom Printing solution, which has allowed us to not only elevate the design of Flow's cartons, but also to open up new horizons in advertising possibilities.

“The packaging provides an artful medium that speaks volumes about our commitment to quality, sustainability, and memorable experiences.”

The latest collaboration builds on the successful validation of the Custom Printing technology.

The solution comprises premium inkjet-based carton printing technology.

It has been designed to provide a cost-effective and customisable system to various brands while also retaining all the environmental benefits of paper-based beverage cartons.

According to Tetra Pak, the companies leveraging this solution can also aid promotional activations, including varied designs in a single case or limited-edition packaging partnerships.

Tetra Pak US and Canada's vice-president of marketing Pedro Gonçalves said: “Tetra Pak Custom Printing allows brands greater agility than ever before to create impactful, unique campaigns that diversify their advertising strategies in a cost-effective way.

“We are proud to collaborate with Flow to bring to life five bespoke designs that will soon be available at select Live Nation Canada venues as concert attendees leave their favourite shows this fall [autumn].”