A New Shape to Market Trends

The global mega-trend for health and wellness beverages has created new opportunities for food and drink manufacturers across the world. In South Africa the changing shape of consumer trends has opened up the market for Clover Beverages and Danone Clover to launch new, fresh products in two carton innovations from Elopak, Pure-Pak® Curve and Mini Diamond Pure-Pak® carton.

The global mega-trend for health and wellness beverages has created new opportunities for food and drink manufacturers across the world. In South Africa the changing shape of consumer trends has opened up the market for Clover Beverages and Danone Clover to launch new, fresh products in two carton innovations from Elopak, Pure-Pak® Curve and Mini Diamond Pure-Pak® carton. Clover Beverages has launched Vitalinea juice, a fruit nectar with 0% sugar, enriched with vitamins and with no artificial additives. This is the latest addition to the Vitalinea brand famous for its healthy yoghurts that are fat free and sugar free, but with no compromise on taste. Vitalinea is launched in two flavours orange and peach & mango, and is targeted at young women, 18 to 39, a key market for health and wellness products. Danone Clover has launched Danao, a delicious blend of fruit juice and yoghurt, combining the vitamins and nutrients of each. In three flavours, tropical, peach & apricot and orange & pineapple, Danao is a refreshing and healthy drink for all the family. Both companies opted for the latest in carton design and technology to give the new products the differentiation, convenience and premium image deserved for their natural and quality juices. Vitalinea and Danao hit the shelves in September and October 2004, packaged 1 litre Pure-Pak® Curve and the 300ml Mini Diamond Pure-Pak®, from Elopak. It is the first launches for both new carton innovations in South Africa giving these products maximum impact and profile. The Pure-Pak® Curve was an opportunity for a fresh visual identity created by the curved panel which adds a new dimension to the carton as an additional promotional tool and a better grip. The 330ml Mini Diamond? cartons are the perfect portion pack with its new larger cap, Elo-Cap? UE, which is ideal for on-the-go consumption of essential vitamins for a busy lifestyle.