Pakistani UHT milk leader chooses Tetra Brik for portion pack prominence
15 Jul 2020 --- Pakistani-based shakarganj has launched its goodmilk brand, an all-purpose UHT milk, in “Easy Pack” – Tetra Brik Aseptic Base Leaf with innovative Micro Injection Moulding (MiM) opening technology. MiM enables added functionality and greater ease of opening and pouring, with consumer research suggesting that there is a clear preference for portion packs with openings. shakarganj hopes that the new format’s improved consumer experience will pave the way for “further innovation into untapped parts of the market.”
For shakarganj, offering value and convenience is a core strategic objective and a tool for differentiation, as demonstrated by previous launches including HeliCap and ambient white milk in Tetra Prisma Aseptic 1000 Square – a first for the market. goodmilk was already well established in the market in two formats – a 1 L family pack in Tetra Prisma Aseptic and portion packs in Tetra Brik Aseptic – but shakarganj was keen to explore opportunities to increase market share and further differentiate its offer.
Portion pack preferences
Packaging preference research carried out by Tetra Pak Pakistan showed a clear consumer preference for portion packs with openings. shakarganj explored various options before identifying Tetra Brik Aseptic Base Leaf with its diagonal and symmetrical leaf-shaped panels and the new MiM pour-from cap as the best match for consumer needs. In research, consumers highlighted benefits including ease of opening and pouring. The package was also seen as easier to store than a stand-up pouch or plastic pouch.
With the new package with MiM opening, shakarganj is bringing something innovative and exciting to the marketplace and creating a clear point of difference from competitor products, it says. This will not only change the way this SKU is perceived and used but also pave the way for penetration into untapped markets dominated by loose milk and other convenience-oriented packaging solutions.
goodmilk in Tetra Brik Aseptic Base Leaf MiM was launched in June 2020, using the descriptor “Easy Pack.” The launch campaign focuses on ease of opening and pouring and includes on-pack, digital and point of sale communication. Below-the-line and in-store activity includes brand ambassador programs. Depending on consumer response, shakarganj will look to move goodmilk production entirely to the new package and explore the potential for doing the same with its tea creamer and whitener products.
Market challenges
Growth in 2019 was checked by some significant sector-wide challenges, including a shortfall in the supply of milk and accompanying rise in prices, the introduction of new regulations, taxes and import duties, and the forex rate. Despite this, UHT milk sales grew by 2 percent with portion packs, with no opening, accounting for around half of all UHT milk sales. Tea is consumed in huge proportions but requires relatively small amounts of milk, driving the popularity of smaller packages.
Since its inception in 2006, shakarganj has become one of the leading food manufacturers in Pakistan, selling close to a billion packs per year, including 110 million packs of its flagship product, goodmilk UHT milk. With the support of Tetra Pak, shakarganj has significantly expanded its plant operations to 18 packaging and six processing lines.
The company's range of dairy and JNSD products in ambient packaging is produced at its state-of-the-art facility in Jaranwala. Equipment from Tetra Pak includes Tetra Pak A3/Speed and Tetra Pak A3/Flex filling lines as well as UHT lines. shakarganj also has a OneStep UHT processing line for maximum production flexibility and capacity.
Tetra Pak in the news
In other Tetra Pak news, the Tetra Laval multinational food packaging and processing sub-company has launched a “first-of-its-kind” low-energy processing line for juice, nectar and still drinks (JNSD) designed for raising efficiency in beverage processing. The system involves a unique combination of pasteurization, filtration and UV light technology to treat beverages in two separate streams, which are aseptically blended into the final beverage.
In June, Tetra Pak committed to achieving net-zero greenhouse gas (GHG) emissions in its operations by 2030 and net-zero GHG emissions for the entire value chain by 2050. The supplier will also set emissions reduction targets in line with 1.5°C according to the Science Based Targets (SBT) initiative across scopes 1, 2 and 3. Tetra Pak will focus on four key areas to reach its GHG emissions targets: lowering energy-related emissions, partnering with stakeholders to reduce carbon footprint, accelerating the development of its low carbon circular packaging and equipment portfolio, and developing environmentally sustainable recycling value chains.
In May, Tetra Pak unveiled its first complete processing line for white cheese products with a fully automated and integrated solution to ensure a high standard of food safety and speed to market. The technology offers improved environmental sustainability benefits compared to traditional cheesemaking, such as less product waste, fewer required ingredients and lower energy consumption. The key market for this service is the Greater Middle East – Turkey, Iran and Egypt, with Europe as a secondary key market.
Edited by Joshua Poole
