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Send  Share  RSS  Twitter  14 May 2009

MARKETING: Targeting The 'Coffee Generation'

 



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POPULAR food company, Pioneer Foods’ Bokomo division, launched two new products recently and Nampak Cartons & Labels was there to do the packaging.

The Bokomo Right Start range is a new range in the Bokomo stable that includes new launches along with re-positioned, existing product offerings that received a slight taste and nutritional upgrade. There are four variants and each one is formulated to address a specific functional need, such as heart, digestion, figure and general vitality.

The cartons are a good billboard on-shelf, particularly since the descriptors and visuals were enlarged as much as possible. The clean, white appearance and dynamic graphics help communicate the product’s healthy proposition, while the bold colours differentiate the variants: purple – raisin bran flakes, green – oat flakes, blue – multigrain flakes and red – bran flakes. All the cartons have paste down ends and re-closable lids, as well as embossing. They range in size from 1kg to 300g.

The Bokomo Premium Rusks are another add-on to an existing category in the Bokomo family. The rusks are unlike any others and offer coffee lovers a sophisticated and different dunking experience. Biscotti and other fancy biscuits have started to replace traditional rusks, but Bokomo has developed a product that combines the best of both worlds. Thanks to the brand’s innovation, consumers can now indulge in a uniquely local product, packed with double chocolate, or cherry and sunflower seeds. For health conscious consumers, a low GI multigrain and raisin variant is available too.

The cartons are printed on a Roland 708 press in five-colours. The finish includes matt and gloss UV varnishes, plus embossing. This creates a distinctive pack, which appeals to the ‘coffee generation’. All the cartons have paste down ends and re-closable lids. They come in a standard size of 400g.


 
 
 
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