The Ultimate Fruit Experience

Tetra Pak’s juice customer, Shezan International, has launched its new brand of nectars, All-Pure, this week, in TBA 1000 S with a ReCap. This is the first JNSD brand to be offered in this package in Pakistan, in four delicious and exciting flavours: Orange, Mango, Apple and Grape. The unique feature of the product is the introduction of the red grape flavour in this market.

Tetra Pak’s juice customer, Shezan International, has launched its new brand of nectars, All-Pure, this week, in TBA 1000 S with a ReCap. This is the first JNSD brand to be offered in this package in Pakistan, in four delicious and exciting flavours: Orange, Mango, Apple and Grape. The unique feature of the product is the introduction of the red grape flavour in this market. “All-Pure has been launched to capitalise on the rapid growth of in-home consumption trend of pure juices and nectars,” remarks Abbas Raza, General Manager Customers. “We will introduce the product to achieve and maximise trial generation among target consumers during the launch phase, which will be followed by a strong presence of mind to maximize brand recall and build brand equity,” adds Abbas. The brand has been positioned as a daily consumption product, offering great taste, health and nutrition for the whole family at any time of the day. Primarily targeted towards the modern homemaker, the woman of the house, the consumption target is the whole family. The brand is not only expected to compete with local but imported JNSD brands as well. “We want to ensure that the target consumer makes All-Pure a part of their regular diet. Our strategy is to create awareness, interest, desire and action while maintaining the long-term development of this brand,” remarks Hassan Ahmad, Tetra Pak’s JNSD Category Manager. The launch of this brand is a classical example of Tetra Pak’s partnership with customers in developing the category, for mutually beneficial results.