Webpackaging logo

Al Rabie, Tetra Pak’s biggest customer in a world first with new holographic packaging material

Asia, The Middle East, Saudi Arabia, Africa, North Africa, Eating, Drinking, Beverages - Non-Alcoholic, Juice Based Drinks, Energy Drinks, Sport Beverages, Primary Packaging, Cartons/Bricks, Food/Beverage Bricks, Packaging Decoration

Al Rabie, Tetra Pak’s biggest customer in the Greater Middle East and Africa, has scored a world first with the launch of its new sports drink, Vitality C, in Tetra Prisma® Aseptic 330 Sq DreamCap™ 26 with Tetra Pak® Reflect, our innovative new holographic packaging material.

The aim? To create an eye-catching new product that will appeal to millennials – the dominant demographic in the target market, Saudi Arabia – and reverse the decline in demand for JNSD. Al Rabie, which has long been a byword for quality and innovation in the region, is also looking to strengthen its brand equity and reinforce its reputation for embracing the new.

A major player – and a pioneer

Founded in 1980, Al Rabie is one of Saudi Arabia’s leading juice producers, known for its wide range of flavours and, increasingly, for its growing portfolio of dairy and food products. Still 100% Saudi funded, the company has a strong track record of pioneering new products and embracing new technology and ways of working. Al Rabie products are available throughout Saudi Arabia, and across the Middle East and North Africa region and beyond.

Partners in innovation

Tetra Pak and Al Rabie have been working together since the company was first established. Their shared history of innovation includes the launch of Saudi Arabia’s first long-life ayran – a traditional yoghurt drink popular throughout the Middle East. More recently, Al Rabie was the first in the world to launch Tetra Brik® Aseptic 125 Slim Leaf, and the two companies have also collaborated on the launch in early 2018 of water in a carton, in partnership with regional ride-hailing app Careem.

A category in decline

Macro-economic factors including pressure on disposable income and the introduction of VAT, combined with a falling birth rate, contributed to a steep decline in demand for the JNSD category overall in 2016 and 2017. In the past year, though, there have been signs of recovery: there was a 6%+ increase in volumes sold in 2018 with carton packages – predominantly made by Tetra Pak – playing a major role.

Focus on millennials

Consumer research carried out in 2017 pointed to an exciting opportunity to target millennials – the region’s dominant demographic group. The findings identified high demand among this group for products that could be consumed on the go, and that remaining hydrated throughout the day was a priority. There was a clear gap in the market for a convenient, thirst-quenching product in an innovative package that would appeal to these young, trend-conscious consumers and reinforce both Al Rabie’s brand equity and its reputation as an innovative producer.

The perfect combination

Together, Al Rabie and Tetra Pak worked to come up with perfect combination of product and package. Vitality C, a fruit-flavoured sports drink with added Vitamin C, was formulated to meet millennial demand for a healthy source of hydration and will be sold alongside energy drinks and carbonated soft drinks – a new area for Al Rabie. The price point – 20% above the market average – positions this as a premium product.

Easy to hold and drink from, Tetra Prisma Aseptic 330 Square DreamCap ticked all the boxes for on-the-go consumption with its excellent functionality, and also helped differentiate the product on the shelf. But the real innovation is the use of Tetra Pak Reflect. Part of the new Tetra Pak® Artistry suite of packaging material effects, Tetra Pak Reflect offers an eye-catching holographic effect that really helps products to stand out from the competition. Better still, the new effects can be deployed without the need to switch to a new format or invest in new equipment.

This is the first time this package has been combined with the new packaging material: an exciting opportunity for Al Rabie to claim a genuine world exclusive.

A high profile launch

Vitality C was launched at Gulfood Manufacturing 2018, held in Dubai in November. Al Rabie plans to introduce the product to the market through point of sales materials and sampling, and a social media campaign which focuses on the opportunities Tetra Pak Reflect creates for brands to express themselves, and how the packages ‘leap’ off the shelves to grab consumer attention.

Tetra Pak® Reflect is a great innovation; with the holographic packs, we have the chance to create an added ‘wow’ effect, amazing consumers and giving us an edge over our competitors. This has actually opened new horizons for us to personalise our packs without the need to change formats, size, or designs. We’re all on a learning curve now, finding out how we can further benefit from this packaging innovation.” Ghassan Majdali Deputy Chief Commercial Officer, Al Rabie

See also

Tetra Pak research study reveals food safety-environment dilemma fostered by COVID-19 pandemic

Tetra Pak has unveiled findings from its global research study, in partnership with Ipsos, showing that food safety is a major issue for society. The same amount of respondents believe that COVID-19 is a “real threat.” At the same time, concern for the environment remains strikingly powerful, pointing towards a dilemma in the consumers’ minds as they try to balance the critical priorities of human existence through safe food and sustainability of the planet we live on.

Tetra Pak research study reveals the convergence of environment and health is growing, and the Food and Beverage Industry is first to see this trend

Tetra Pak today reveals the findings from a global research study in partnership with Ipsos1 on the two most pressing consumer demands: the environment and health. They have historically been seen, and communicated, as separate areas: however they are increasingly converging, creating pivotal opportunities for food and beverage brands in how they market their products over the next 12 months.

Sustainable JNSD line pays off – Tetra Pak wins IFU 2019 Innovation Award

"In 2011, we realized that something could be done differently in the Juice-Nectar-Still Drink (JNSD) industry and decided to focus on how to make juice production more sustainable. To achieve that we needed to find innovative solutions which save energy and water", says Maria Norlin, Subcategory Manager JNSD & Other Beverages. On October 1st, this ground-breaking initiative was recognized by International Fruit and Vegetable juice Association.

Tetra Pak surpasses 500 billion FSC labelled package milestone​

Tetra Pak has now delivered more than 500 billion packages labelled with the Forest Stewardship Council logo globally, marking a significant milestone in the company’s journey to promote responsible sourcing and contributing to a low-carbon circular economy. Consumers looking for environmental logos when shopping is a growing trend, with over half of consumers saying they are always and often looking for environmental logos on the products they buy.

Case study: Hellenic Dairies sees the benefits of integrated plant management

Greek dairy producer Hellenic Dairies is a longstanding Tetra Pak customer with seven filling lines and extensive processing equipment. The company holds a strong position in south-east Europe for liquid dairy products, cheese, yoghurt and juices, nectars and still drinks. In 2016, a major investment in their plant in Brasov, Romania, working closely with Tetra Pak and our strategic supplier Elettric80, resulted in the installation of a comprehensive range of end-of-line and warehousing equipment.

Tetra Pak is unveiling its “factory of the future” where digital technology revolutionises the way food manufacturing plants operate.​ ​Machines will be able to communicate with each other as well as with the digital systems of the entire operation, automatically taking on tasks such as diagnosing problems, ordering and delivering parts, and looking for an engineer who is most suitable for the service needed. The technology builds on previous measures to bring the benefits of digitalisation to the food and beverage industry

  • Brand Launch
  • English
  • Modified 21 Nov 2018
  • Hits 1038