the increase. The company opened a €120 million aseptic packaging plant in Vietnam in 2019 to supply countries in the Association of Southeast Asian Nations, Australia, and New Zealand. According to the company, it had total sales of €11.5 billion in 2019. Tetra Pak's most popular product is the Tetra Brik Aseptic, a best-seller since the 1970s. Competition In an interview in Swedish business monthly Affärsvärlden in 2006, then Tetra Pak CEO Dennis Jönsson stated that Tetra Pak's main competitor was Swiss manufacturer SIG Combibloc, adding that Tetra Pak's main competition generally no longer comes from companies producing similar packaging but from industries and companies producing other types of packaging with a lower cost of production, like the PET bottle. Jönsson perceived the PET bottle as Tetra Pak's biggest threat in the European market at the time. The Norwegian company Elopak/Pure-Pak produces similar style carton packages and has historically been Tetra Pak's principal competitor. The Chinese packaging company Greatview has begun challenging Tetra Pak, both in the Chinese market and in Europe. Products Aseptic technology Tetra Pak uses aseptic packaging technology. In aseptic processing the product and the package are sterilized separately and then combined and sealed in a sterile atmosphere, in contrast to canning, where product and package are first combined and then sterilized. When filled with ultra-heat treated (UHT) foodstuffs (liquids like milk and juice or processed food like vegetables and preserved fruits), the aseptic packages can be preserved without being chilled for up to one year, with the result that distribution and storage costs, as well as environmental impact, is greatly reduced and product shelf life expanded. The aseptic packaging technology has been called the most important food packaging innovation of the 20th century by the Institute of Food Technologists. Packages Tetra Classic is the name of the first, tetrahedral package, launched by Tetra Pak in 1952, with an aseptic version released in 1961 and still in use, mainly for portion-sized cream packages and children's juices. The Tetra Brik, a package in the shape of a rectangular cuboid, was launched in 1963 after a long and costly development process. An aseptic version, Tetra Brik Aseptic was launched in 1969. In terms of entities sold, it is the most popular of the Tetra Pak packages. The pillow-shaped Tetra Fino Aseptic was introduced in 1997, aiming to provide low cost and simplicity. Tetra Gemina Aseptic was introduced in 2007