We know from our research that today’s consumers are looking for products that go beyond the basic market offering and are fun, novel and experiential. This is not limited to the product, it includes the packaging too. To meet these changing demands, food and beverage manufacturers must pair new recipes and flavours with packages that encapsulate the whole experience and maintain brand character.
The ReFit your lines, ReShape your future (or ReFit and ReShape) programme offers existing Tetra Pak customers the opportunity to renovate their installed packaging lines in order to adopt the latest and most innovative Tetra Brik aseptic portion packages.
The new Tetra Brik Aseptic portion packages, feature new design and differentiation possibilities that can help manufacturers create a fresh look enabling them to build brands capable of achieving a stronger connection with consumers.
For example, the 3D effect offered by the Crystal and Leaf shape packages can be used to improve shelf appeal with new creative designs, or to highlight specific product or nutritional information.
Kagome, Japan’s biggest producer of vegetable juices, worked with Tetra Pak to re-launch four of its leading products in Tetra Brik Aseptic 200 Slim Leaf in October 2015. The re-launch followed a fall in demand for vegetable juice amongst ‘heavy users’ increasingly buying fresh vegetables to make their own juice at home, and ‘light users’ being tempted away by a growing range of other ‘healthy’ beverage alternatives. Though Kagome’s target was simply to halt a decline in sales associated with the slowdown, overall sales in the three months post-launch increased 33% compared with the previous year.
“By renewing the package – and reinvigorating the product – we have responded to consumers’ needs and expanded our consumer base,” says Kota Hayashi of Kagome’s Consumer Product Division. “We can use the panels on the package to highlight the benefits, and to make our product stand out on the shelf. And by using FSC-certified paperboard we are promoting our environmental credentials, too.”
So far, 43 Tetra Pak customers in 19 markets have launched Tetra Brik Aseptic 200 Slim Leaf and 250 Base Crystal & Base Leaf. By working with customers to create a packaging solution that fits their target consumer, we continue to receive further orders, which indicates a clear path for continued growth in 2017 and beyond.
To watch the first video in this series, click here.
© FoodBev Media Ltd 2017