Elopak provides its Pure-Pak Curve cartons with first Easy Grip for Greece-based Delta Dairies' re-launched fresh milk range; Easy Grip features two score lines down side panels of carton for more controlled handling

Kendall Sinclair

OSLO, Norway , May 8, 2012 (press release) – In March 2012 Delta Dairies, the leading dairy and juice producer in Greece, re-launched its fresh milk range in Pure-Pak Curve® cartons with the first Easy Grip from Elopak. Easy Grip provides a more ergonomic grip for better product pouring and a new point of difference on shelf.

Delta and Elopak have an exclusive partnership dating back to 1984. Thanos Theodoratos, Managing Director of Tesco SA, Elopak’s agent in Greece explains; “Since the first white milk in a fresh box in Greece in the 1980s our partnership with Delta has supported its drive to provide better, more convenient products. The Easy Grip is simple and effective bringing differentiation to the market.”

The Easy Grip was developed by Elopak and is enabled by sets of two score lines down the side panels of the carton. “Because it is an ergonomic feature it allows a more natural grip for better control in use,” explains Thanos Theodoratos.

“Bringing innovation to consumers” for 60 years

“The main goal for Delta Fresh milk, leader in the fresh milk category, with launch of the Easy Grip is to differentiate vs. competition and private labels and bring innovation to consumers. Furthermore, the Easy Grip was combined with a facelift of the packaging artwork, and the whole milk range re-launch was part of our company’s 60 years Anniversary celebration,” says Delta.

The Easy Grip is introduced on all Delta’s fresh milk products (full fat 3.5% and low fat 1.5%) in 1 litre Pure-Pak Curve®. The re-launch also includes 500ml and 2 litre Pure-Pak Curve® cartons with new pack designs. The dairy supported the launch with a high profile marketing campaign which highlighted the positioning of fresh products and the new convenience of the Easy Grip for families through a TV ad and in-store promotions.

“In general the feedback from the market is that the Easy Grip makes the carton different,” adds Thanos Theodoratos. “Also the price point of the re-launched products is attracting consumer attention. At €1.18 Euros per litre Delta milk is still cheaper than most other brands in Greece and in these challenging times the consumer appreciates good quality milk at a good price.”

Adding value to brand

“Our goal is to continue offering added value and innovative products to our consumers. The Easy Grip together with the artwork re-launch adds value to our milk brand, and shows to consumers that as a company we care for their everyday needs, building further an emotional bonding with them. The target and challenge is to increase consumer preference and loyalty and add incremental market share to the Delta Fresh milk brand, within a period of economic crisis and uncertainty for consumers that clearly affects their purchasing behaviour,” concludes Delta.

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