INDIA – Dabur, Indian consumer good company and makers of Juice brand Real Activ has partnered with packaging solutions firm Tetra Pak, to launch its new low-calorie juice range in a new packaging, Tetra Pak Craft.
Tetra Pak Craft gives the package a natural look of bare paperboard with wood fibres and helps food and beverage brands bring out the ‘naturalness’ of their product and gain high on-shelf differentiation.
This is the first time that Tetra Pak Craft is being introduced in India, reports ET Retail.
“We were looking for the right packaging to complement the product concept and Tetra Pak Craft proved to be the perfect solution.
“A market first, the new Real Activ ‘Low Cal’ range will appeal to fitness & health conscious consumers and the innovative Tetra Pak Craft packaging will strengthen the product’s credibility,” Mayank Kumar, Business Head (Foods), Dabur India said.
Ashutosh Manohar, Managing Director, Tetra Pak South Asia said, “We are very happy to build on our partnership of innovation with Dabur for its new ‘Low Cal’ Real Activ range in Tetra Pak Craft pack.
“As consumer demand for healthy alternatives grows, food companies are looking for packaging innovation that represents the values of the brand and the product accurately.
“With its natural look and high on-shelf differentiation, Tetra Pak Craft is the ideal match for products that lay emphasis on natural ingredients and authenticity,” he added.
Addressing the need gap for ‘Calorie Conscious’ consumers looking for Tasty, Fruit nutrition, Real Activ ‘Low Cal’ range which contains no added sugar, no added color and no added preservatives, is the perfect partner for their fitness goals and healthy lifestyle.
“Calorie Conscious’ consumers are increasingly looking for beverages that bring out the natural goodness of fruits without the guilt of excessive ‘Calories’ and we had the perfect offering in Real Activ ‘Low Cal’,” said Kumar.
Dabur’s low-calorie juice range will be retailed through modern trade and ecommerce platforms.
Tetra Pak, which entered India in 1987, provides packaging solutions to several consumer goods companies including Parle Agro and Nestle.
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