Swiss Switch to Curve

The new-look, fifth panel afforded by the Pure-Pak Curve carton provides a unique design point of difference which is aimed at elevating the image of COOP's own-label merchandise to the same status as that of some of the bigger brand-names.

20/07/07 COOP's own-brand of ambient juices, iced-teas and also wine, will be repackaged in one-litre Pure-Pak Curve cartons across Switzerland in May 2006.

In conjunction with co-packer Unidrink, this change shows a marked upward progression from 'brik-style' packaging, through the Pure-Pak Classic carton and now onto a more sophisticated style of packaging aimed at targeting the cosmopolitan COOP customer of the future.

First for Swiss juice
COOP's co-packer, Unidrink, formerly known as Pomdor, has a long-standing working relationship with Elopak. Thanks to initiative and teamwork from all three companies, for the first time a Pure-Pak Curve carton will be used to package ambient juices and iced-teas in Switzerland. Elopak outperformed all other gable top carton competitors and won a 3-year exclusive contract with COOP for a total of 70 million cartons.

The new-look, fifth panel afforded by the Pure-Pak Curve carton provides a unique design point of difference which is aimed at elevating the image of COOP's own-label merchandise to the same status as that of some of the bigger brand-names. With it, the COOP's own-brand juices and iced-teas get a fresh, new, on-shelf appearance and a more premium look, together with the added convenience of a Pure-Twist U cap supplied by Terxo.

Goodbye to 'block'
The 'brik-style' packaging which many consumers associate with commodity product and basic pricing has now been superseded. For today's consumer, the new Pure-Pak Curve carton brings with it a special eye-catching look to the breakfast or dinner table. COOP recognizes that a more premium look is particularly welcomed by today's consumers, because we all want to provide our 'nearest and dearest' with a really high-quality-looking product - especially important when impressing and entertaining friends and family at home!

COOP's repackaged own-label ambient juices and iced teas are to be sold in all COOP shops across Switzerland, including COOP's own petrol station forecourt outlets. Distribution is ambient with a 12-month shelf-life. Print quality is UV-Flexo, with B-Style carton cross section and Alu board type.

COOP is Switzerland's second largest retailer, behind Migros, with 1,400 outlets and more than 44,000 employees. The group is a new member of 'Coopernic' - a cross-European alliance with Belgian Colruyt, CONAD (Italy), Leclerc (France) and REWE-Gruppe (Germany). Together they have a total turnover of 96 billion Euros. This new alliance is aimed at building greater power when negotiating price with the key brand name suppliers. COOP is also Switzerland's clear market leader in the areas of green and fair-trade produce.

"COOP recognizes that a more premium look is particularly welcomed by today's consumers, because we all want to provide our 'nearest and dearest' with a really high-quality-looking product - especially important when impressing and entertaining friends and family at home!"For more information contact Amadeo Scapin at our office in Switzerland.

This feature is provided by Food Ingredients First’s sister website, Packaging Insights.

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