Food & Beverage Asia December/January 2024

In full bloom: Tetra Pak and
DenEast launch innovation
centre in Vietnam
Nestled in Binh Duong, the industrial heart of Vietnam, Bloom seeks
to serve new and emerging brand owners keen on innovation and
product development – under one roof, and cost effectively.
By Agatha Wong
In a partnership with DenEast, a global provider
of agriculture, food, beverage, and renewable
energy solutions, Tetra Pak has launched
Bloom – a one-stop innovation centre located
in Binh Duong, Vietnam. Designed to provide
cost-efficient solutions to brand owners,
Bloom seeks to incubate and accelerate
new concepts in the market with product
development best practices. Customers can
expect to also scale from trials to production
with the centre’s access to food licenses and
availability of flexible and advanced technology;
in turn, this allows them to remove the need
for capital equipment investment, particularly
for emerging businesses. Additionally, remote
trials can be conducted, giving the centre
a global reach. Together, these services
allow customers to turn their ideas into
reality – a reflection of the centre’s name.
with innovative solutions, the innovation
centre’s project name was the Incubator.
Thereafter, we developed a list of over 100
names to better position what the centre
represents, and from there we chose ‘Bloom’
for its positive connotations – because
for something to truly bloom, one needs
good seeds, good soil, and good weather
conditions, and that is what we are aiming
for. With Bloom, businesses and brand
owners can bloom with our support.”
“Together with Tetra Pak’s global market team,
we embarked on the project’s journey through
Johan Boden, CEO of DenEast, remarked:
“Prior to Bloom’s launch, where we wanted
to find a way to support brand customers