Nigeria’s Chivita juice brand, Ethiopian Holland Dairy introduce new product packagings

NIGERIA – Chi Limited, a major producer of juice brands in Nigeria, has unveiled new 125ml & 50ml pack sizes of its recently launched Chivita Active Zest brand.

According to the company, the new packs are a strategic move aimed to ensure product affordability and accessibility to a wider spectrum of Nigerian consumers.

This will trigger more demand, maintain market dominance, and also improve penetration in geographical markets.

Chivita Active Zest, which was launched mid last year in a 330ml can, is made from a mix of 5 citrus fruits with all-natural ingredients, no artificial preservatives, and flavors.

Additionally, it is fortified with vitamin C for immunity support, and it is a good source of vitamin B1 and D3 for faster body metabolism.

Chivita Active Zest also contains calcium for optimum bone health, making it a smart choice to get the right dose of essential vitamins and minerals for a healthy active life.

Toyin Nnodi, CHI Limited Marketing Director said, “We are pleased to launch Chivita Active Zest 125ml and 50ml packs at a very affordable price point enabling more consumers to try as well as enjoy their favourite juice.

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“These forward-looking packs and pocket friendly pricing represent an important milestone along our journey to make Chivita Active Zest more affordable and accessible to all consumers.”

Meanwhile in Ethiopia, Holland Dairy, subsidiary of Dutch dairy cooperative – FrieslandCampina, has shifted from the use of pouches to packaging fresh milk in cups.

The company’s shift is away from the norm as most fresh milks are either packaged in glass bottles, plastic bottles, cartons or pouches, with cups mostly preferred for yoghurt packaging.

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Merijn Goris, CEO of Holland Dairy, highlighted that the move was informed by market research which revealed that 8 out of 10 Ethiopians don’t like the milk pouch because it’s hard to handle and unable to be stored after opening.

“On another hand, we see a lot of damaged pouches in our distribution and in the supermarket shelves, causing waste of good milk. By introducing our milk in a cup, we hit two birds with one stone!” added Merjin.

FrieslandCampina invested in Holland Dairy alongside Veris Investments in 2018, to expand its presence in the Ethiopian market.

Prior to the investment, FrieslandCampina was only exporting its UHT milk under the Dutch Lady brand and milk powder via its Coast brand to Ethiopia.

To ensure further growth of the company and better reach to consumers, Holland Dairy, is currently constructing a new cooler warehouse in Addis Abeba.

It is set to be finalized by the second quarter, heavily decreasing its trucks’ distance to travel for replenishment, enabling them to do more drops on a daily basis and instantly doubling its distribution capacity.

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