Elopak won the contract amongst fierce competition due to the innovative shape and design of the Pure-Pak® gable-top aseptic carton which features a distinctive curved panel. The new packaging concept which re-positions TOMA in the competitive and fast growing juice market was launched in an opening ceremony at Pepsi's General Bottler plant in Prague on 30 May 2006.

Within the vast range of products marketed by Pepsi Americas, fruit juices are currently enjoying fast growing sales. While TROPICANA is the prominent Pepsi brand in the Americas and Western Europe, TOMA has been the leading brand in Czech Republic, Slovakia and Poland for many decades. Packed in a brick-shaped carton, the product has lost some ground in recent years and it was decided to re-evaluate and update its premium image to a younger, more modern lifestyle. Therefore, the dynamic Marketing Team of Pepsi Americas PAS CEG decided for a re-launch of the brand by positioning it towards young, assertive, modern and open-minded Eastern European consumers.