The tap was tested in Pakistan which, with more than 200m people, is the world’s largest dairy consuming country, and IDC expects it to be a major revenue driver in 2018.
Milk processor Naarmann
Following a positive trial period, commercial ramp-up will start this month and is expected to grow steadily.
Pär Söderlund, MD, IDC, based in New York, said the aseptic system can be purchased once every 10 days and The Answer tap can store liquid foods and beverages over an extended period of time without the need for refrigeration or preservatives.
“We expect strong performance of our packaging this year, which will create a thriving business in Pakistan,” said Söderlund.
To carry out the trial, IDC partnered with German milk processor Naarmann last year to ship 5-liter UHT milk packages fitted with The Answer tap to ZAP Logistics in Karachi, Pakistan.
The packages were placed across hundreds of selected households and ‘loose milk’ shops in Karachi.
Pakistan has a tradition of home delivery for many decades via the milk man who has been delivering unprocessed milk directly to households.
'Loose milk'
Of Pakistan’s urban area “loose milk” business, approximately 50% is sold in milk shops and 50% through home delivery.
Unpackaged, unprocessed “loose milk”, which comprises approximately 90% of the Pakistani market must be purchased on a daily basis and boiled to avoid spoilage.
Naarmann and IDC also handed out questionnaires to gauge interest in the product to fine-tune the business plan going forward.
Söderlund said consumer feedback found more than 90% reacted favorably to the product and said they would buy the IDC packaging system, which they saw was more hygienic and practical and the “loose milk” shop chains were in favor of the product.
Respondents said the size of the 5-liter box proved was practical and easier to handle than expectations.
IDC is currently in talks with other local aseptic dairy processors to utilize The Answer system.