Paras Milk introduces seven colour packaging for its milk variants
This monsoon, milk and dairy product manufacturers have taken it to mass media to promote the packaging of their products. Delhi-based Paras Dairy recently launched and publicised new seven-colour packaging of its milk variants. The older package design comprised of a single colour film with product variants being identified based on designated colour.
20 Aug 2013 | 5474 Views | By Supreeth Sudhakaran
In addition to the new design conceived by prominent creative agency Rediffusion-Y&R, the packaging also include a Milk-o-meter that details the nutritional content of the milk.
“This is not just a cosmetic packaging change, but a move aimed at empowering consumers. With the Milk-o-meter, Paras offers consumers the opportunity to select milk which most closely meets their needs and life stage. The milk chart is designed to build awareness of the key elements of milk and helps consumers make informed milk choices. Consumers can compare the four different types of milk and depending on their dietary requirement, pick milk that gives the best balanced nutrition,” said the company.
According to Sanjay Sinha, sales and marketing president, Paras Dairy, the printing of the packaging is done at a specialised printing press at Daman, which usually does colour prints for edible oil packages. “This is the first dairy product packaging handled by the company.
Previously, they have proved their mettle in printing edible oil packaging. In fact, it is the only printing press that has 10 colour print facility in the country, which highly prompted us to hand over the project to them,” he said.
The company has been mulling over the new design for past three months and had to ensure that while packaging the photo-cell registration is read accurately by the machine. The new packaging has also resulted in increasing the printing cost by 15%.
Sinha, however, justified this by saying, “The cost is justified as the new package is not only clutter breaking but also provides convenience to homemakers and consumers in terms of easily identifiable milk variants with nutritional information. We have put a lot of nutritional information on the package. The idea was to initiate and provide nutrition information to the consumers and empower them to choose their products carefully.”
He also added that within days of the new packaging the company has witnessed a growth of 20% in sales. “Packaging plays a very prominent role in off the shelf sales.”
The company is already working on upping the ante by introducing QR codes to the packages at a later stage by which consumers would be able to find detailed information about the product. In addition, Sinha also said that other dairy products from the company will soon undergo similar packaging innovations and design changes.