Both branded UHT and Arla own label UHT white milk were first introduced in 2016 to the Chinese market in 1 litre Pure-Pak® Sense Aseptic cartons with closure. The products are marketed as ‘100% original European import’ and quality milk from Germany, sold online via key retailers and also in some stores including IKEA as a six pack gift box. Arla Foods has invested and installed three Elopak Pure-Pak® Aseptic filling machines at its Pronsfeld site in Germany, partly for the filling of its export UHT milk. Products are filled and then transported to China for distribution.
Differentiation in UHT Milk market
The Pure-Pak® Sense Aseptic cartons were selected for their robustness during long distance export, delivering products in high quality condition ready for the consumer. This is the first Pure-Pak® Sense Aseptic cartons in the Asian markets and the first gable top carton in the UHT milk market creating key differentiation for Arla and the own brand milk products.
There are two products in Pure-Pak® Sense Aseptic cartons, each with a different design, including whole milk and a range of fat contents. With The Pure-Pak® Sense Aseptic cartons Arla foods penetrated the market in China in 2016, and to date in 2017 volumes are increasing.
“So far the introduction of Elopak’s Pure-Pak® Sense Aseptic carton on the Chinese market is a success and had a smooth launch without any issues. It is a great and attractive packaging solution for this competitive market,” says Peter Bratsch, Packaging Manager, Arla Foods Deutschland GmbH.