Packaging
Food Packaging

Udder success

August 14, 2014
/ Print / Reprints /
ShareMore
/ Text Size+
Milk Packaging
A distinctive package could reinvigorate the milk category. Source: fairlife.
Per capita milk consumption in the US has been on a steady decline since the 1970s. But a unique milk product in distinctive packaging could really shake up the industry.

That’s the opportunity seized by Chicago-based dairy beverage company fairlife. First, a bit about the product: A patented filtration system gently separates the milk into fat, water, protein, lactose and minerals, and concentrates the best nutrients while eliminating the less desirable ones. The result is fairlife’s Purely Nutritious Milk, which boasts 50 percent more natural protein and calcium and half the sugars of regular milk. But new packaging was also necessary to grab consumers’ attention.

“Working with Kaleidoscope to design the bottle structure and graphics, we wanted a premium, innovative and noticeably different package to reinvigorate milk sales and shake up outdated perceptions of milk,” says Melanie Kahn, senior brand manager at fairlife.

The result was contemporary graphics without the traditional dairy imagery such as cows, pastures and barns. “The design approach was all about creating disruptive graphics on an iconic form. We wanted to evolve from the milk carton in a way that would disrupt the milk category just as the carafe did for orange juice,” Kahn says.

The shape of the multi-serve bottle was chosen for its sleek, contemporary look while taking into consideration the height between typical grocery store shelves. The ergonomic design also allows the bottle to fit comfortably in consumers’ hands when pouring due to the higher center of gravity. The final package was developed by Plastics Technologies Inc. Three PET bottle sizes are available: 11.5 oz., 32 oz. and 52 oz. The opaque PET protects the product from exposure to light. 

For more information:

Adara Bowen, 773-722-9300, abowen@thinkkaleidoscope.com

Did you enjoy this article? Click here to subscribe to Food Engineering Magazine.

You must login or register in order to post a comment.

Multimedia

Videos

Image Galleries

Plant of the Year 2014

Blue Diamond Growers was chosen as Food Engineering's 2014 Plant of the Year. The Sacramento-based company is the world’s largest producer of almonds and almond ingredients.

Podcasts

Burns & McDonnell project manager RJ Hope and senior project engineer Justin Hamilton discuss the distinctions between Food Safety and Food Defense as well as the implications for food manufacturers of the Food Safety Modernization Act.
More Podcasts

FSMA Audit

What is the is most important step you have taken to become ready for a FSMA audit?
View Results Poll Archive

Food Engineering

FE September 2014

2014 September

The September 2014 issue of Food Engineering explores how lean manufacturing, quality improvements and increased automation helps processors meet rapidly changing demands. Also, read how robotics, advanced machine controls, software and OEE are just a few of the tools that can boost productivity on packaging lines.

Table Of Contents Subscribe

THE FOOD ENGINEERING STORE

Food-Authentication-Flyer-(.gif
Food Authentication Using Bioorganic Molecules

This text provides critical tools and data needed to augment routine food analysis and enhance food safety by aiding in the detection of counterfeit, and potentially deleterious, foods.

More Products

Clear Seas Research

Clear Seas ResearchWith access to over one million professionals and more than 60 industry-specific publications,Clear Seas Research offers relevant insights from those who know your industry best. Let us customize a market research solution that exceeds your marketing goals.

Food Master

Food Master Cover 2014Food Master 2014 is now available!

Where the buying process begins in the food and beverage manufacturing market. 

Visit www.foodmaster.com to learn more.

STAY CONNECTED

FE recent tweets

facebook_40.pngtwitter_40px.pngyoutube_40px.png linkedin_40px.pngGoogle +