This post is sponsored by PSC Member, Tetra Pak.
Wet pet food packaging is one of the more complex packaging challenges in the pet industry.
Wet food has traditionally relied on formats like cans and pouches because they provide strong product protection and shelf stability. These formats continue to work well for many products and supply chains.
At the same time, some brands are also evaluating additional formats, including cartons, as they can support a different product positioning while addressing multiple financial, operational, environmental, and consumer priorities.
PSC’s 2025 State of Sustainability the Pet Industry report report identified packaging as a top focus area for pet companies. Brands are balancing:
- Food safety and shelf life
- Cost
- Consumer experience
- Shipping and logistics efficiency
- E-commerce performance
- Fits within existing operations
- Shelf differentiation
They also need to respond to outside pressures:
- Retailers are asking more questions about packaging
- Consumers are paying close attention to packaging materials and waste
- Costs continue to rise
- More companies are also paying closer attention to scope 3 emissions, where transportation, materials, and supply chain efficiency play a role in overall climate impact.
Because of this, more pet food brands are reevaluating the packaging formats they use and exploring where newer formats may fit within their operations.
One format gaining more attention in the pet industry is cartons.
Already widely used across parts of the human food industry, especially in Europe, carton-based packaging is now being adopted by some pet food brands as they evaluate new approaches to cost efficiency, material use, and shelf-stable packaging design.
This article explores Tetra Pak’s Tetra Recart®, a carton-based packaging format that first reached market trials in 2004 and is now gaining renewed interest in the pet food industry. We’ll dive into why some companies are beginning to explore carton-based packaging formats, and what brands should consider when evaluating emerging wet food packaging innovations alongside other formats.
Why cartons are gaining attention
Carton-based formats like Tetra Pak’s Tetra Recart® are designed for shelf-stable foods, including wet pet food. According to Tetra Pak lifecycle analyses, Tetra Recart® offers lower CO₂ emissions than alternatives. For instance, the EU average is -85% CO₂ emissions vs can (390ml TRC compared to 400gr can). The cartons are also primarily made from paperboard sourced from FSC™-certified responsibly managed forests.*
Thanks to its unique pricing strategy, Tetra Recart® is gaining momentum as a cost effective alternative packaging that delivers an easy and convenient consumer experience. From a sustainability point of view, cartons are worth evaluating because they may offer advantages such as:
- Made from renewable resources like paperboard
- Paperboard sourced from FSC™-certified responsibly managed forests
- Designed for recycling and can be recycled in carton recycling streams
- Lightweight packaging that can help reduce CO₂ emissions
- Flat shipping before filling, which can reduce transportation space during distribution, resulting in less trucks on the road
- Rectangular package design that may improve pallet efficiency & transport cost and emissions
At the same time, cartons represent a relatively new solution for the pet food industry and that is why many companies are approaching packaging decisions through testing, lifecycle analysis, and operational evaluation rather than looking for a single universal solution.
What Pet Food Brands Should Evaluate When Exploring New Packaging Formats
|
Area |
Questions to Consider |
|---|---|
|
Product protection |
Does the packaging keep the product safe, fresh, and shelf stable? |
|
Manufacturing |
What would be the required investment or is there a network of co-packers already in place? |
|
Shipping and storage |
Does it improve transportation or storage efficiency (E.g. palletization, shipping weight) |
|
Recyclability |
Does it meet legislative requirement for recycling and circularity ? |
|
Consumer experience |
Is it easy to use (open, serve), reclose, store, and dispose of? |
|
Retail performance |
Does it work well on shelf and meet retailer needs? |
|
Lifecycle data |
Is there credible data available for the product and market? What tradeoffs should we understand across materials, transport, and end-of-life? |
How Some Companies Are Switching to Cartons
Some retailers and manufacturers are already experimenting or switching to alternative wet food packaging formats as part of broader packaging strategies.
Real world example: NorgesGruppen
Norway’s largest retail group, NorgesGruppen, through its brand house Unil. The company introduced wet pet food products in Tetra Recart® cartons while evaluating opportunities to improve logistics efficiency, lighten the weight, and explore renewable material options across parts of its portfolio. The company has also spoken openly about the realities of introducing a newer format, including the need for consumer education and supplier investment.
Learn more
Real world example: Lidl
European retailer Lidl recently introduced wet dog and cat food in Tetra Recart® cartons for its private-label Orlando and Coshida brands in Spain. The move was part of a broader effort to explore packaging formats that support logistics efficiency, product protection, and lower lifecycle emissions. Lidl also highlighted consumer convenience benefits, including lightweight, resealable packaging that is easy to store and flatten after use.
Learn more
Collaboration helps move innovation forward
There is no one-size-fits-all solution for wet pet food packaging. The right choice depends on the product, supply chain, infrastructure, and business goals.
That is why collaboration and shared learning matter.
Across the PSC community, brands, suppliers, and packaging companies are sharing insights and exploring packaging solutions together. As more companies test new approaches and share what they learn, the industry builds a better understanding of what practical progress can look like.
Learn more about Tetra Pak’s Tetra Recart® and get in touch with them to explore solutions.
*The cartons full composition is: 71% paperboard, 24% plastic (Barrier to oxygen and light), 5% aluminium (Barrier to oxygen and light. The layer is 8 times thinner than a human hair)
This blog post was created in partnership with PSC Member, Tetra Pak
As a convener of diverse perspectives in the pet industry, PSC shares member news and achievements to foster dialogue and progress. Content does not necessarily reflect PSC’s official positions.