4 June 2014 www.revista-piata.ro
Albalact has recently launched, for Zuzu, a range of dairy products packed in plastic cans with handle, this packaging being the first of its kind in Romania. This innovation aims to develop the category of dairy products by increasing the consumption of packed and taxed products, as well as consolidated the market position of Zuzu brand.
For the time being, the new plastic can with handle is sold only with 1.8 liters of Zuzu pasteurized fresh milk, either whole or semi-skimmed. The range is due to be extended with natural drinking yogurt, skimmed drinking yogurt, sweet and sour buttermilk – each in SKUs of 1 liter and 0.5 litres -, and pasteurized fresh milk, either whole or semi-skimmed, in 0.5 l packages. Zuzu products in cans with be sold in parallel with cartons.
Given the increasing consumption of dairy products in plastic recipients, Albalact’s option for the new packaging comes out of the desire to offer consumers something different, and out of the need to develop the market (including by regaining a segment of consumers which are accustomed with non-taxed products on the farmer market. Beyond the atypical design, the plastic can has the advantage of easy handling and storage, being designed so as to perfectly fit in the space available in the fridge’s door. Its shape allows it to make best use of the space available on store shelves, and eases merchandising.
“We want to preserve our attribute of innovating company we have accustomed our consumers with in time. Zuzu is the perfect brand to bring to the market the first ever milk in Romania packed in a plastic bottle with handle. This is one of the most interesting projects our company has developed over the past years. The design of the entire range of plastic bottles with handle, over which Albalact has exclusive rights on the Romanian market, was specially developed for our company, taking into account all aspects regarding bottle size, pouring, and handle ergonomics. It was not at all easy; it is a project we have been working on for more than one year, but the results are a match, and we are confident that the new packaging will be well received by our consumers”, says Cristina Miclea, Marketing Director Albalact.
The can with handle (the most popular packaging on the American milk market) targets families and volume consumers, is practical and easy to handle, ensures smooth pouring and milk storage under best conditions, and fits perfectly in the fridge’s door, further informs the press release of the company. In fact, the atypical 1.8 liter quantity is the result of the attempts to meet these requirements, on top of matching the height of the shelves in stores.