Introducing Slim - The super model carton for added value products

Modern, elegant, distinctive, the new Slim is a design evolution that creates harmony between product and lifestyle.

10/04/06 Elopak introduces the super model of all cartons at Anuga FoodTec 2006, with Slim. Modern, elegant, distinctive, the new Slim is a design evolution that creates harmony between product and lifestyle.

With its tall and lean design, Slim communicates extra health and wellness benefits and triggers a strong emotional response amongst health, fitness, and weight conscious consumers. The combination of the gable top, the slender slim body and the long Slim curve makes it a very harmonious pack. Slim is naturally seen as more feminine and is described by consumers as slim, unique, premium, for quality products, fit, and elegant.

Consumer trends

Health, wellness and weight control are some of the key mega trends that ELOPAK is addressing through its portfolio of packaging solutions. A large majority of men and women of different age groups recognize that weight management is a major issue in their life and that food-to-drink are directly related to health, weight, and fitness. Research indicates that two thirds of European women deliberately manage their weight daily to look and feel healthier. For both men and women, these trends have created massive opportunities for added-value beverage and food-to-drink products that are harmonious with these lifestyle choices.

Slim: a powerful response for health conscious consumers

Consumer research by Elopak shows that Slim delivers added values of health and fitness and different feelings or emotions as it relates to wellbeing when compared to other packaging options. Consumers said that it was 'nice' and easy to pick-up and hold, because of its thin design which provides a better, ergonomic grip for women and children who have smaller hands, and older people.

Slim supports premium price positioning and our research suggests a greater price elasticity for brands marketed in Slim, when compared to traditional packages.

Slim maximizes shelf-impact for premium brands and is more likely to be noticed vis-à-vis other competing brands because the packaging height, combined with the slender body, is very distinctive.

Great health communication vehicle

A strong intent to buy by consumers was enforced by the communication benefits of the curved panel blended with a totally unique shape. The tall design of the Slim creates an elongated, thin curve panel which forms a very powerful communication vehicle for health benefit messages. To the consumer, the association of the thinner curve and shape with health and weight control messages makes sense ? it fits. This creates a very effective and credible communication tool that strengthens brand values and stands out on the shelf.

It is these attributes of Slim that enables food producers to individualize products to target specific markets where consumers want more tailor-made products with added values that respond to their needs and their lives.

More effective logistics

With its smaller footprint of 65 x 65 mm, Slim provides an effective logistics benefit, with the ability to fit more cartons on a pallet. As the smaller half and quarter EURO pallet is getting more common with retailers in Europe, this space saving advantage provides real cost efficiencies.

System flexibility

Slim is introduced to the market place in pack sizes of 500, 750 and 1000 ml. These cartons are produced on the well-established Pure-Pak® U-S80A aseptic machine, which has undergone minor adjustments for the purpose with a capacity of 8'000 pack/h. It represents an economic solution that creates added-value to aseptic brands.

Marketing mix

As more studies show a direct correlation between purchase intent and positive consumer perceptions of packaging, so marketers across Europe are placing higher importance on packaging solutions as part of the marketing mix. Seen as more critical to a product's proposition is the emotional value placed on packaging. If a consumer can identify with a product that attaches value to their personal lives, then they are more likely to pay a higher premium, and exhibit brand loyalty.

Børge Kvamme, Executive Vice-President of Elopak Region EMEA explains, "Individualization of products creates high emotional values for consumers. Slim is a new concept that takes the values placed on packaging to a new level. Its elegant, slender slim body and graceful image aspired to by the weight and health conscious individual, especially women who identify with the feminine curves combined with the slim build. This truly is an exceptional package and generates a new strong ambient proposition for juice, dairy and food-to-drink products - it is the super model of all cartons."