Cartons do the talking for Goats’ Milk
St Helen’s Farm, the UK’s leading goats’ milk brand, re-packaged its range of pasteurised goats’ milks in 1 litre Pure-Pak® cartons in January 2013.
St Helen’s Farm, the UK’s leading goats’ milk brand, re-packaged its range of pasteurised goats’ milks in 1 litre Pure-Pak® cartons in January 2013.
Elopak received a specific brief from St Helen’s Farm for the carton, as it is one of its main communication tools.
Sales and Marketing Manager for St Helen’s Farm, Mike Hind, said, “Goats’ milk is a natural alternative, appealing to consumers with cows’ milk intolerance. The proteins in goats’ milk are different and it is easier to digest than cow’s milk, so many people with dairy intolerance can often drink it with no adverse effects,” he says.
“As more consumers switch, we have found it invaluable to keep up our communication with our customers. The carton is the ideal vehicle which enables us to do this.”
The cartons feature stories from consumers about why they drink goats’ milk and the benefits to them, plus information about farming methods, promotions and offers as well as all the information about the product itself.
Fulfilling flexible print requirements
“We see it as our newsletter to our consumers, and as a two way communication, where we feature stories and case studies from our customers,” adds Mike. “We use the four-panel space of the carton for our messages and change them 10-12 times a year, so we needed to have confidence in our supplier to do this. Elopak delivers through its high print quality, pre-press centre and its UK-based account team which understands our needs.”
“We see it as our newsletter to our consumers, and as a two way communication, where we feature stories and case studies from our customers,” adds Mike. “We use the four-panel space of the carton for our messages and change them 10-12 times a year, so we needed to have confidence in our supplier to do this. Elopak delivers through its high print quality, pre-press centre and its UK-based account team which understands our needs.”
The goats’ milk market is still niche at around £27 million RSP according to data but it is growing steadily.
“Today every multiple will carry fresh goats’ milk; this was not the case 15 years ago,” says Mike Hind.
“Naturally, as farmers we have strong environmental values and our packaging must support this. If we used HDPE bottles then we would need a delivery almost every day, but with cartons we only need a delivery every five weeks, so there are huge savings on our carbon footprint.”
Products in the St Helen’s Farm fresh pasteurised range include whole milk, semi-skimmed and skimmed milk in 1 litre Pure-Pak® cartons – all made with 100% British goats’ milk.
Source: Elopak
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