The Cooperativas Lácteas Unidas (CLUN) in Spain, is the first dairy to launch the Pure-Pak® Sense Aseptic cartons across southern Europe, and the first to introduce UHT milk in gable top cartons in the Spanish market.
Situated in the North-Western province of Galicia, CLUN has introduced its classic Feiraco brand and its premium brand Únicla in 1 litre Pure-Pak® Sense Aseptic cartons with the Pure-Twist Optima closure. The launch follows an investment of 3.2 million Euros by CLUN and marks a milestone in the Spanish market. It also demonstrates CLUN’s clear commitment to innovation, sustainability and the improvement of consumer consumption experience. “The milk market in Spain is 98% aseptic, with carton packaging dominating for most brands, with private labels mostly in the brik carton format. Therefore there was an opportunity for Feiraco to differentiate,” says Ana Ferré, Elopak’s Marketing Director Area South. “CLUN could see the potential of the Pure-Pak® Sense Aseptic carton to their key brands in terms of standout, sustainability and functionality.”
Launched in September, the new packaging has been tipped as revolutionary packaging by CLUN, providing greater freshness and naturalness, and an improved consumer experience. The launch has been supported by an extensive marketing and social media campaign that focusses on the key benefits of the carton. CLUN’s marketing highlights that the Pure-Pak® Sense Aseptic carton offers a more ergonomic pack that improves grip and handling; and the closure and asymmetric top enables better pouring and no drips. Promotional activities also feature that the carton’s easy folding lines facilities recycling and less waste, and it is made from paperboard sourced from sustainable forests. An active social media campaign across several platforms has provided an early snapshot of positive consumer responses to the new cartons such as ‘more practical, more space in the fridge’, ‘Great! much better’. “Across all our brands we are committed to quality from start to finish of the production process, from farm to the table with the best dairy products, and this includes our packaging offering,” says Adali Morales, CLUN’s Head of Marketing. “The new Pure-Pak® Sense Aseptic carton has enabled us the opportunity to enhance the appeal, convenience and sustainability of our two most prominent milk brands.”
First carbon neutral cartons in Spain
CLUN has developed the packaging further and is the first in Spain to introduce carbon neutral cartons (certified Carbon- Neutral® packaging) across both the Feiraco and Únicla ranges in the Pure-Pak® Sense Aseptic cartons in November. The Feiraco milk and Únicla premium milk ranges are both launched in 1 litre Pure-Pak® Sense Aseptic cartons across five products in each brand; whole, semi-skimmed, skimmed milk and lactose free milk in two varieties. The Feiraco range has achieved certification with the most recognised quality marks in Galicia: Galega 100% and Galicia Calidade."
Únicla milk is a super quality milk, sourced from cows who receive special care towards their wellbeing including only natural feed, quiet stress-free environments and balancing their diet with flax seeds thus obtaining all the benefits of a unique milk all year round. The result is best quality, award-winning milk unique for its nutritional qualities and ‘extraordinary’ taste. Únicla is national brand across Spain, and is recognised by the Superior Taste Award. “We know from consumer research that the Pure-Pak® Sense Aseptic carton would fit perfectly in the Spanish
milk market,” adds Ana Ferré. “Consumer tests showed the carton performing better than alternative packaging at point of sale, with functionality and convenience and with repurchase intention.”
Collaboration delivers landmark launch
Elopak worked in partnership with CLUN to deliver this landmark launch through the delivery and installation of a complete line inclusive of a Pure-Pak® Aseptic filling machine and downstream conveying and packaging technology. “We continue to work very closely with the CLUN team at every stage from technology, packaging design to the marketing campaign,” adds Ana Ferré. According to the Cooperativas Lácteas
Unidas this is its first major step since it was established in January 2017, as the result of the merger of three cooperatives in the Galicia region: Feiraco, Os Irmandiños and Melisanto. The new organisation spans more than 3,500 partners and enables the cooperative to be more competitive and efficient with the natural resources of the Galician province.
“Our collaboration with Elopak and the new innovative packaging has helped with our commitment to innovation, quality, efficiency and sustainability of the dairy sector, and our responsibility to the Galicia region, to support its environmental, economic and social fabric though our values and our working methods,” says Adali Morales, CLUN’s Head of Marketing.