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New Pure-Pak cartons for Clover

For the first time in South Africa, the 2-litre, Slim Pure-Pak Curve carton, from Elopak South Africa, will be available for Clover's Krush and Tropika juice brands.

According to Johan De Smidt, Elopak South Africa's MD this will make the pack unique to Clover. The company is a joint venture between Elopak Norway and one of Africa's largest packaging companies, Nampak.

At 91mm square, the new carton's footprint is also marginally slimmer than its 96mm predecessor is. 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. 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.

The pack changes will enable the brand 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, says, "We want to offer consumers a new pack that finds the perfect balance between size and price, giving them the best possible value. The new packaging does this by not only providing an ideal pack size but also adding to the functionality and aesthetic appeal of the product. The labelling and product information are also much bigger and clearer on pack, ensuring consumers have all the information they need.

"We have been monitoring the market trends for some time to ascertain the ideal pack size and material and found this packaging to be our best option to suit current market needs. We anticipate very good reception, with a good uptake in sales, as consumers are assured of the same quality juice in a new, more convenient and functional pack," he concluded.

The company will be promoting the new packs through TV adverts, flighting from mid-January, in-store media, POS material, in-store sampling, give-aways and several other marketing avenues.

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