Capturing the ‘first taste’

Based in the Ural region of Russia, the Chelyabinsky Dairy brings to adults the quality and goodness of the purest fresh milk we enjoyed as children, now in Diamond Curve® cartons.

Bringing the pureness of milk to grown-ups in Russia!

Based in the Ural region of Russia, the Chelyabinsky Dairy brings to adults the quality and goodness of the purest fresh milk we enjoyed as children, now in Diamond Curve® cartons.

Re-launched and re-branded in September 2010, the Perviy Vkus range features the first 1.5l Maxi Diamond Curve® cartons in Russia and unusual cartons designs across the whole range depicting the four seasons in Russian country landscapes.

First taste milk in maxi grown-up package

“Milk is the first product we try in our lives and Perviy Vkus, which literally means ‘first taste’, captures the naturalness of milk we experience as children with this extra fresh dairy range. The launch last year featured the first Maxi 1.5 litre Diamond Curve® cartons in Russia for the milk products in addition to other Elopak carton formats including 1l, 500ml, 330ml and 250ml in Pure-Pak Curve® and Mini Diamond Curve® cartons. All with the outstanding new designs, across the entire range and with the ‘grown –up’ maxi package,” explains Pavel Vylegzhanin, Elopak’s Director Market Area Russia & CIS.

The design concept is around the four seasons in Russian landscapes, winter for milk, spring and summer for fermented products and autumn for bio products. The range includes 2.5% milk, 3.2% milk and baked milk – ryazhenka – which is a traditional Russian high viscous milk. The range also has an extra high quality selected milk Otbornoe (3.9%). This features a special night landscape depicting a typical Russian winter morning – because the best time to drink milk is fresh from the cow in the morning! Other dairy products in the brand are creams, yogurts, Kefir and Snezhok, a sweetened sour milk.

Sales exceed expectations

“The sales of products in the Mini Diamond Curve® cartons were 20 per cent higher than expected because it is an ideal convenient, ergonomic and functional package for the ‘grab and go’ market.

The larger 1.5 litre Maxi Diamond Curve® carton is aimed at bringing fresh pure milk to all members of the family. The added functionality of the better grip due to the Curve® panel and excellent pouring with the larger cap bring real value. The Maxi carton is now becoming a popular format. We receive requests from distributors for this carton,” continues Pavel.

“What is important also for Chelyabinsky Dairy was to maintain its market share with its one litre cartons. This has been achieved. Therefore we are carving out new market areas with the different size packs,” explains Pavel Vylegzhanin.

Source: Elopak