Responding to customer needs with new packaging
Kagome Co. Ltd’s YASAI SEIKATSU 100 series of four juice flavours recently arrived in most Japanese convenience stores with new ingredients and new packaging, marking the debut of the Tetra Brik Aseptic 200 Slim Leaf in Asia.
The shift to the robust Tetra Brik Aseptic 200 Slim Leaf comes at a relatively low cost, and adds significant value in terms of product differentiation.
Kouta Hayashi, Beverage Product Planning, consumer division of Kagome Co. Ltd. said: “In order to respond to diverse customer needs as well as to further increase our customer base, we have renewed the product and also reinvigorated the packaging.
“The renewed product contains carrot fibre, which give a new experience to consumers as if they are eating vegetables.
“By adopting Tetra Brik Aseptic 200ml Slim Leaf, we can emphasize the keyword that describes the benefit of the product on the panel of leaf shape, allowing us to realize a design which increases visibility on the shelf without altering the product brand image.
“With this innovative package, we will highlight the attractiveness of this constantly evolving product to new customers. In addition, the products with this new package feature the FSC® label*, that is promoting our environmental credentials, too."
Tetra Pak Marketing Director Yoko Kaji said: "The innovative packaging design provides another element of differentiation that helps Kagome enhance its products' brand image at a very reasonable investment cost."
"It's also a good example of an early success with retro-fittable shapes," Yoko said.
Kagome is the first customer to adopt this new package in Asia.