Malee embraces leaf-shaped UHT carton for 100% premium juice
Malee Group PLC, known for its namesake Malee juice, announced in August 2017 that it has introduced 100% juices packed in Tetra Pak’s leaf-shaped 200ml UHT carton. The company is the first to embrace the easier to grip leaf-shaped carton in Thailand.
The new carton also comes with the Forest Stewardship Council (FSC) certification and FSC labeling, assuring consumers that the packaging material is sourced from responsibly-managed commercial plantations.
The image below is the old design of Malee 100% juice.
Kagome is a success story
Tetra Pak has cited Japan’s Kagome as a successful story of using Tetra Brik Aseptic 200 Slim Leaf to reserve the sales decline. The case study was published on Tetra Pak’s website in September 2016.
The Japanese biggest producer of juice arrested sales decline by relaunching four leading SKUs – Yasai Ichinichi Kore Ippon (“Vegetable for a day”) and Yasaiseikatsu (“Vegetable life”) Original, Fruity Salad and Energy Roots in Tetra Brik Aseptic 200 Slim Leaf in October 2015. They were previously in Tetra Brik Aseptic 200 Slim. The result was a 33% growth in sales in the three months post-launch compared with the previous year.
Surrounded by fresh green leaves
https://www.facebook.com/MaleeSociety/videos/10155568600743718/
Malee has also redesigned its 100% juices range with more visually appeal design to highlight the product’s freshness and flavour. Colorful half-cut fruit surrounded by fresh green leaves take the centerstage in the new packaging.
Colour coded by occasion
Each packaging comes with a colour code. The purpose is to allow consumers and distributors to identify the right choice and differentiate the products by the colour codes on the packaging. According to the report in The Nation daily, “the color scheme uses four categories: Orange Crave (orange colour) for high vitamin-C oranges; Everyday Classic (dark green colour) for regular fruits; Indulgence (purple colour) for special-selection fruits; and Vegetable (light green colour) for healthy vegetable and fruit mixes.”
The dark green colour everyday fruits includes pineapple, apple and tomato. The special occasion purple colour includes guava, peach juice (mixed with strawberry and red grape) and cherry, while the orange label covers tangerine orange and mandarin orange. The light green colour comprises vegetable mixes.
Premium 100% juice segment faces slowdown
In Thailand, three juice segments posted positive growth in value in 2016 – 100% juice (premium), less than 19% juice content (super economy) and 40%-99% juice content (medium market). The premium 100% juice segment grew by 7% in value to THB 5,195 million, accounting for 37% of the market. The overall juice market increased by a mere 1% in value in 2016 due to slowdown in consumer spend.
The info below comes from Malee Q4 2016 investor presentation.
In the first six months of 2017, the domestic juice market worsened with a 6% year-on-year fall in sales value. The two segments that were still able to post a positive growth are the super economy market and the medium market.
Malee is betting on the new packaging and marketing campaign to hopefully reverse the slide in 100% juice sales in 2017 as the 100% juice is a core component for the company.
