Elopak Changes the Shape of Packaging with Pure-Pak® Curve

The launch of TINE's new range of healthy flavoured milks on 9 September 2004 marks the global, commercial release of Elopak's latest carton innovation the Pure-Pak® Curve.

The launch of TINE's new range of healthy flavoured milks on 9 September 2004 marks the global, commercial release of Elopak's latest carton innovation the Pure-Pak® Curve. Following successful applications in late 2003 with OLÉ! in Czech Republic and Ja! Natürlich in Austria, Elopak (www.elopak.com, email: elopak.hq@elopak.no) has officially announced the world-wide market introduction of Pure-Pak® Curve carton in 1 litre, 750ml and 500ml, and with it moves into a new era of carton packaging. Pure-Pak® Curve is a new innovative design from Elopak that creates a 5th panel to the familiar gable top carton for a new shape and new-look package. It is a simple, subtle change which makes a significance difference giving the carton a slimmer, more eye-catching appearance. TINE, Norway's leading dairy, will introduce Smak a range of three lactose reduced milks in 1 litre Pure-Pak® Curve with Pure-Cap UE screw cap. A healthy milk drink that is low fat (0.7% fat), very low in sugar and carbohydrates, with added vitamin B. Smak is the Norwegian word for 'taste', and TINE has launched three varieties which have 'hints' of chocolate, coffee and raspberry flavours. TINE's Marketing Director Anders Røed explains, 'Smak is a flavoured milk for grown-ups. Most adults find that the products on the market tend to be for kids and the flavours are too strong or too sweet. There was a need for a more sophisticated taste. A lighter flavoured milk gives a refreshing alternative. TINE has maximized the Pure-Pak® Curve shape and designed new graphics for the carton. The 5th panel is used to indicate the flavour of the product and is coloured red, black or brown. 'As the process of reducing the lactose in the milk produces a naturally sweet taste, there is a lesser need to add sugar which makes this an exceptionally low sugar flavoured milk,' continues Anders Røed. 'Consumers in Norway, particularly women, are looking for a combination of healthy, tasty and natural products. Smak is a real innovation that answers a specific market need, and will lead a new dairy sector in Norway. And for that we need a package that made Smak stand out from the other products on the dairy shelf and endorsed its USP's. Pure-Pak® Curve has a totally new look; its this distinctive style that makes a real an impact in-store. It is exactly the quality edge Smak deserves for its innovation and superior taste.'