Packaging solutions firm Tetra Pak and Dabur have partnered to launch the FMCG major’s new low calorie juice range in a different packaging format to gain high on-shelf differentiation in the Rs 2,500 crore packaged juice market with rivals in ITC and PepsiCo. This is the first time Dabur is launching a low calorie juice range under the brand Real Activ in bare paperboard with wood fibre packaging for a natural look.
“A market first, the new Real Activ low cal range will appeal to fitness and health conscious consumers and the innovative packaging will strengthen the product’s credibility,” said Mayank Kumar, Business Head (Foods) at Dabur India in a press statement.
Ashutosh Manohar, Managing Director of Tetra Pak – South Asia said, “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.”
Dabur’s low calorie juice range will be retailed through modern trade and ecommerce platforms.
Tetra Pak, which entered India in 1987, provides packaging solutions to several consumer goods companies including Parle Agro and Nestle.