Tetra Pak and Dabur have partnered to bring a unique packaging material effect Tetra Pak Craft to India, with the launch of Low Calorie range under Real Activ. It gives the package a natural look of bare paperboard with wood fibres and helps food and beverage brands bring out the ‘naturalness’ of their product and gain high on-shelf differentiation. This is the first time that Tetra Pak Craft is being introduced in India.
The packaging has been chosen by the company to launch their first-of-its-kind low calorie fruit juices range. Addressing the need gap for calorie-conscious consumers looking for tasty, fruit nutrition, this range which contains no added sugar, no added colour and no added preservatives, is the perfect partner for their fitness goals and healthy lifestyle.
Speaking about the launch, Mayank Kumar, business head (foods), Dabur India, said, “Calorie- conscious consumers are increasingly looking for beverages that bring out the natural goodness of fruits without the guilt of excessive calories and we had the perfect offering in Real Activ Low Cal. We were looking for the right packaging to complement the product concept and Tetra Pak Craft proved to be the perfect solution. A market first, the new Real Activ Low Cal range will appeal to fitness and health-conscious consumers and the innovative Tetra Pak Craft packaging will strengthen the product’s credibility.”
Ashutosh Manohar, MD, Tetra Pak South Asia, said, “We are very happy to build on our partnership of innovation with Dabur for its new Low Cal Real Activ range in Tetra Pak Craft pack. As consumer demand for healthy alternatives grows, food companies are looking for packaging innovation that represents the values of the brand and the product accurately. With its natural look and high on-shelf differentiation, Tetra Pak Craft is the ideal match for products that lay emphasis on natural ingredients and authenticity.”
The new range will be available in 2 variants (Orange and Apple) for Rs 130 in Modern Trade, OFO channel and across e-commerce platforms.