Tetra Pak’s servitization strategy recognised as an industry-leading approach to delivering customer value through flexible, outcome-based service models
Lausanne, Switzerland, 15 May 2025: Tetra Pak has been named the inaugural Servitization Innovation Leader of the Year by the Advanced Services Group (ASG), the world’s leading authority on servitization based at Aston Business School, United Kingdom.
This recognition highlights Tetra Pak’s pioneering role in applying advanced, outcome-based service models to the food and beverage sector. Such models provide customers with increased operational flexibility, predictable production costs and access to energy and water-efficient technologies, without the traditional capital investment barriers. Unlike conventional leasing or rental models, Tetra Pak’s offering is tailored to each customers’ operations, data-driven and designed to adapt over time as customer needs evolve.
The Servitization Awards celebrate excellence in transforming business models through advanced services, recognising individuals and organisations that drive meaningful innovation. The Servitization Innovation Leader of the Year category honours a company that has successfully embraced servitization to unlock new forms of customer value, while serving as a benchmark for best practices and a catalyst for wider industry transformation.
Since joining the Advanced Services Partnership in 2021, Tetra Pak has extended its collaboration with customers to understand their unique operational goals and offer tailored, outcome-based service solutions that drive continuous improvement. Central to this approach are Tetra Pak® Plant Perform and Tetra Pak® Plant Secure, which drive continuous improvement in efficiency, quality and sustainability, across both Tetra Pak and third-party equipment. By aligning service delivery with customer-specific performance objectives, these agreements deliver measurable and long-term value.
Sasha Ilyukhin, Senior Vice President, Global Processing Services and Services Solutions, comments: “We started our advanced services transformation journey several years ago, and to be recognised as the Servitization Innovation Leader of the Year 2025 reflects our continued commitment to creating deeper, more meaningful value for our customers. It affirms our leadership in service-led growth and underscores our mission to help customers overcome today’s complex operational and environmental challenges.
“Through advanced services and a customer-first mindset, we are redefining how value is delivered - not just for our customers, but for the entire sector. By championing innovation and sharing our learnings with our peers, some of whom are part of an industry coalition at The Advanced Services Group, we aim to accelerate a global shift toward the adoption of outcome-based business models.”
Professor Tim Baines, Professor of Operations Strategy, Aston Business School and Executive Director, The Advanced Services Group commented: "Tetra Pak is dedicated to making their customers more successful by leading the way in outcome-based services. Their advanced solutions not only boost productivity but also deliver measurable results, proving that they are an exemplar in this evolving industry."
Professor Ali Z Bigdeli, Associate Dean Research & Enterprise, Professor of Industrial Service Innovation, Aston Business School and Co-Director, The Advanced Services Group, commented: “Tetra Pak has made a bold shift from focusing purely on products and production to prioritising customer success through advanced services. Their servitization journey ensures customers achieve greater operational performance, resilience and long-term value.”
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