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It's all about cultural shift:
adults are skipping breakfast and leaving home without any food nutrition
in their stomachs
We're a breakfast brand that is designed to give people some fuel to get up
in the morning and go out and be the best they can possibly be.
Tetra Prisma® Aseptic
with DreamCap™ is a new idea to the UK consumer
they've not really being faced with a breakfast like this - 330 milliliters of dairy drink.
330 tends to be a thirst quench
and thirst quench means you might just want a slurp of a drink at
one particular time, you don't want to drink the entire product.
It offers much more in terms of its recyclable potentials,
it's stackable - perfect for retailers; it's easy to put onto the shelves.
So far the response from our customers is really
complimentary about how the packets looks. The fact that it's a prisma shape means it's
really easy to hold.
The beauty about this package is it just looks different
and has a different feel. You can see just looking at it that
it allows you to brand the entire pack.
The format with the metallized material is absolutely key. They used the metallized
finish across the
the branding of FUEL.
That really allows the brand to stand out.
It's quite a thick milk drink; it needs to be gulpable, so you need to be able to unscrew it
and have quite a wide
aperture to be able to drink from. The DreamCap™ is
across the top edge of the carton and its resealable
you can drink it on the go and then whenever just put the cap back on.
We've actually gone out and put some
products in front consumers and watched them pick it up
and buy it and there's no greater thrill than actually seeing a consumer
unprompted going and picking the product up off the shelf,
and we haven't to date had a negative response.
We are a brand that's aiming at a wide
demographic not just your athlete that goes out and goes 10 miles in the morning
before he starts work
but we would like to capture those guys as well.
It's allowed us to enter the cereal category and within that category
there is no beverage solution, so this is a first to market.
It's part of a game changer that allows us to look into
new occasions in which we can grow the market.