Elopak launches 'five-a-day' carton for U.K. featuring circular windows on 1-liter Pure-Pak carton of Sainsbury's juice for convenient portion measuring

Kendall Sinclair

OSLO, Sweden , September 28, 2011 (press release) – First "five-a-day" carton for UK

Elopak has developed a new carton feature to help UK consumers manage their intake of five portions of fruit and vegetables per day – as recommended by governmental health guidelines.

Circular windows on the one-litre Pure-Pak® carton of Sainsbury’s juice allow consumers to conveniently measure the right portion of fruit juice required for a healthy diet.

Mark Eaves, Market Unit Manager for Elopak UK & Ireland explains, “Sainsbury’s, one of our largest supermarket retailers, wanted to provide true product visibility to differentiate its premium not-from-concentrate juice. Using the 23mm-diameter windows featured down one side of the Pure-Pak® carton, consumers now have an efficient method of 200ml portion-control. This really demonstrates how flexible our packaging can be in enhancing functionality to support key consumer lifestyle trends.”

All of the packaging for the new 'by Sainsbury's' range has been designed to meet with Sainsbury's wider commitment to the environment. It has pledged to reduce its own brand packaging weight relative to sales. The target is a reduction of a third by 2015, as compared to its baseline of 2009.

Showcase for freshness

Louise Wilkinson, Sainsbury's Juice Buyer said: "We launched this new packaging to make it easier for customers to measure one of their five-a-day and lead a healthier lifestyle. The windows also showcase our fantastic juice and its freshness."

Sainsbury’s refreshing range of fruit juices is available in 16 different varieties to buy in store or online. RRP is £1.58 per litre carton, or three cartons for £4.00 under the store’s current special offer.

The new packaging design is part of the 'by Sainsbury's' re-launch, announced in May 2011. The revamp, which includes over 6,500 products, will be completed by January 2013.

The window cartons for Sainsbury’s chilled juice range have caused quite a stir across Europe and have recently been shortlisted in the UK Packaging Awards 2011 in the Cartonboard Pack of the Year category - winners are to be announced in late November.

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