Tetra Pak and Dabur (makers of juice brand Real) have partnered to bring a unique packaging material effect Tetra Pak Craft to India, with the launch of low-calorie range under Real Activ. According to the company, Tetra Pak Craft gives the package a natural look of bare paperboard with wood fibers and helps food and beverage brands bring out the ‘naturalness’ of their product and gain high on-shelf differentiation. This is the first time that Tetra Pak Craft is being introduced in India.
Tetra Pak Craft, like other Tetra Pak packages available in India, is primarily paper-based and recyclable, making it suitable for consumers and the environment. Tetra Pak Craft further adds to the Tetra Pak packaging portfolio, offering a broad spectrum of innovations for brand owners to leverage packaging as a competitive advantage.
‘Low Cal’ range to meet fitness goals
Tetra Pak Craft has been chosen by Dabur to launch its ‘low calorie’ fruit juices range. With Real Activ ‘Low Cal’ range, Dabur responded to the need gap for calorie-conscious consumers looking for taste and fruit nutrition and meeting their fitness goals and healthy lifestyle. The ‘Low Cal’ range, according to Dabur, is free from added sugar, added color, and preservatives.
Speaking of the launch, Mayank Kumar, business head (Foods), Dabur India, said, “Calorie conscious consumers are increasingly looking for beverages that bring out the natural goodness of fruits without the guilt of excessive calories and we had the perfect offering in Real Activ ‘Low Cal’. We were looking for the right packaging to complement the product concept and Tetra Pak Craft proved to be the perfect solution. A market first, the new Real Activ ‘Low Cal’ range will appeal to fitness and health conscious consumers and the innovative Tetra Pak Craft packaging will strengthen the product’s credibility.”
Ashutosh Manohar, managing director, Tetra Pak South Asia, said, “We are very happy to build on our partnership of innovation with Dabur for its new ‘Low Cal’ Real Activ range in Tetra Pak Craft pack. As consumer demand for healthy alternatives grows, food companies are looking for packaging innovation that represents the values of the brand and the product accurately. With its natural look and high on-shelf differentiation, Tetra Pak Craft is the ideal match for products that lay emphasis on natural ingredients and authenticity.”
The new “Low Cal” range will be available in two variants (orange and apple) for Rs 130 in modern trade, OFO channel, and across eCommerce platforms.
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Naresh Khanna – 10 February 2025
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