Elopak provides 2-liter Slim Pure-Pak Curve carton for South Africa-based Clover's Krush and Tropika juice brands; PE coated carton features fifth 'curve' panel for more elegant shape, large cap for easy pouring

Kendall Sinclair

SANDTON, South Africa , November 18, 2011 (press release) – Clover’s popular Krush and Tropika juice brands have found a new and unique packaging format. Tropika’s 2l plastic style packaging and Krush’s 1.5 PET bottle will be complemented by Elopak South Africa’s successful 2 litre, SLIM Pure-Pak Curve carton.

According to Johan De Smidt, Elopak South Africa’s Managing Director, it’s the first time that this particular Pure-Pak carton format is being offered in South Africa, with Krush and Tropika being the first and currently only brands in it, making the pack unique to Clover.

At 91mm square, the new carton’s footprint is also marginally slimmer than its 96mm predecessor. This, coupled with the carton’s additional 19mm height, accentuates its slim stature and creates a health-benefit association with the product.

The design of the new carton is enhanced by an additional curve in order to achieve a more attractive and eye-catching package with stronger brand communication. As such, the carton’s added fifth ‘Curve’ panel creates a slimmer, more elegant shape, communicating premium freshness and providing clear on-shelf differentiation. In addition, the carton’s large cap is convenient and appealing with simple, hygienic opening/reclosing functionality that offers easy pouring.

Consumers recognise the Pure-Pak carton as a premium, convenient and more environmentally friendly form of packaging, making Elopak's cartons the go-to packaging choice for distinguishing Tropika and Krush from other brands. As such, the pack changes will enable Clover to cut through the cluttered juice shelves and create a fresh motivation for loyal and new buyers to purchase.

James Deysel, Clover’s Brand Manager for juices, had this to say of the new packaging choice: “We want to offer consumers a new pack that finds the perfect balance between size and price, giving them the best possible value. Elopak’s packaging does exactly this by not only providing an ideal pack size, but also adding to the functionality and aesthetic appeal of the product. The labeling and product information is also much bigger and clearer on pack, ensuring our consumers have all the information they need on the product.”

“We have been monitoring the market trends for a substantial amount of time to ascertain the ideal pack size and material, and found the Elopak packaging to be our best option to suit current market needs,” added James. “We anticipate a very good reception with a good uptake in sales, seeing as consumers are re-assured of the same quality juice they've come to love in a new, more convenient and functional pack,” James concluded.

Clover will be promoting the new packs through ATL (Above The Line) TV adverts, flighting from mid January, in-store media, POS (Point Of Sale) material, in-store sampling, give-aways and several other marketing avenues.

Technical Information

The products are filled on a new Galdi RG250 Ultra Clean filling Machine in 2 litre SLIM Pure-Pak Curve cartons with the 35mm Elo-Cap XE closure. Cartons are B-style, skived and printed with UV flexo on PE coated board.

*Elopak South Africa is a joint venture between Elopak Norway and Africa's largest packaging company Nampak.

* All content is copyrighted by Industry Intelligence, or the original respective author or source. You may not recirculate, redistrubte or publish the analysis and presentation included in the service without Industry Intelligence's prior written consent. Please review our terms of use.