Creating New Segments – Milli Janga Caucasian kefir
FrieslandCampina has carved out a new market segment with its Milli brand in Hungary thanks to the launch of its Janga fruit flavoured Caucasian Kefir in 500ml Pure-Pak® Diamond Curve cartons.
FrieslandCampina has carved out a new market segment with its Milli brand in Hungary thanks to the launch of its Janga fruit flavoured Caucasian Kefir in 500ml Pure-Pak® Diamond Curve cartons. With the kefir market becoming increasingly commoditised as brands loose out to private label, Milli looked to real innovation to strengthen its leading position. With the launch of the flavoured Caucasian Kefirs range Milli created a new segment and as such has contributed to the overall category increase.
Several players in Hungary offer plain Caucasian Kefir which is a drinkable type of Kefir. Caucasian Kefir has a sour and strong taste compared to normal kefirs which are spoonable products. Due to the kefir and butter cultures used during the production, Caucasian Kefir has a sparkling taste. During the fermentation process CO2 gas is formed and this creates a fizzy texture to the product.
Friesland offers its Milli Classic Caucasian Kefir – with more characteristic sparkling taste – and also its Janga Caucasian Kefir as a lighter, milder version, with a smoother texture – and less sparkling. By expanding its Janga range with fruit flavours, Milli has created a new segment on the dairy market.
Breakthrough in Innovation
“Milli turned to real innovation with a new fruit flavoured range of the Janga Caucasian Kefir targeting not only current kefir consumers, but also other dairy beverage sectors,” explains Elopak’s Market Unit Manager in Hungary Gabor Pesztericz. “The concept is seen as a real breakthrough in innovation by both the trade and consumers.”
“Milli turned to real innovation with a new fruit flavoured range of the Janga Caucasian Kefir targeting not only current kefir consumers, but also other dairy beverage sectors,” explains Elopak’s Market Unit Manager in Hungary Gabor Pesztericz. “The concept is seen as a real breakthrough in innovation by both the trade and consumers.”
Two flavours - lemon-elderflower and lemon-blackcurrant – were launched in 2012. They proved to be so successful that Milli launched two new products in 2013, aloe-vera lime and pineapple. These are popular and refreshing flavours in Hungary that fit well with the profile of the Janga range and the needs of the target group.
Innovation deserves Differentiation
All Milli products are supplied in convenient packaging and for this innovative range the original Janga package was selected to exploit the strengths of the existing range.
All Milli products are supplied in convenient packaging and for this innovative range the original Janga package was selected to exploit the strengths of the existing range.
“The classic plain Janga Caucasian kefir has been packaged in Pure-Pak® cartons for over 12 years. The high quality flexo-print best promotes the fruit varieties plus the large cap from the Diamond feature adds more value to the brand through better pouring of the viscous product, ” explains Gabor. “The added curve has provided a visible promotion feature which is important for shelf stand-out of a new range and creating the differentiation that this type of ingenious innovation deserves.”
Source: Elopak
All content and features on this website are copyrighted with all rights reserved. The full details can be found in our privacy statement
