2020-07-13

​​​​​Bringing innovation to the market

Shakarganj^® launches all-purpose UHT milk in Tetra Brik^® Aseptic Base Leaf MiM​

The story in brief

shakarganj^® has taken the next step towards achieving its ambition of becoming the leading dairy player in Pakistan with the launch of its goodmilk^® brand, an all-purpose UHT milk, in "Easy Pack" – Tetra Brik^® Aseptic Base Leaf with the innovative Micro Injection Moulding (MiM) opening technology with added functionality and greater ease of opening and pouring. The new format – launched following consumer research that showed a clear preference for packages with openings – offers enhanced consumer experience and paves the way for further innovation into untapped parts of the market.

A dynamic newcomer

shakarganj^® is one of the leading food manufacturers in Pakistan. Since its inception in 2006, it has been adding positive value to its customers' lives, offering the highest quality products in the most convenient and innovative packaging formats available from Tetra Pak. shakarganj^® sells close to a billion packs per annum, out of which 110 million packs belong to its flagship product, goodmilk^® UHT milk.

The company's range of dairy and JNSD products in ambient packaging is produced at its state-of-the-art facility in Jaranwala. Equipment from Tetra Pak includes Tetra Pak^® A3/Speed and Tetra Pak^® A3/Flex filling lines as well as UHT lines. shakarganj^® also has a OneStep UHT processing line for maximum production flexibility and capacity.​

Partners in growth

shakarganj^® and Tetra Pak have been working together since the company was first set up in 2006. With the support of Tetra Pak, shakarganj^® has significantly expanded its plant operations, and now has 18 packaging and 6 processing lines. The new launch further demonstrates the strength and dynamism of the working relationship between the two companies.

A challenging situation

Growth in 2019 was checked by some significant sector-wide challenges, including a shortfall in the supply of milk and accompanying rise in prices, the introduction of new regulations, taxes and import duties, and the forex rate. Despite this, UHT milk sales grew by 2% with portion packs, with no opening, accounting for around half of all UHT milk sales. Tea making is a major consumption occasion, but requires relatively small amounts of milk, hence the popularity of these smaller packages.

Value and convenience

For shakarganj^®, offering value and convenience is a core strategic objective and a tool for differentiation, as demonstrated by previous launches including HeliCap^™​ and ambient white milk in Tetra Prisma^® Aseptic 1000 Square – a first for the market. goodmilk^® was already well established in the market in two formats – a 1 litre family pack in Tetra Prisma Aseptic and in portion packs in Tetra Brik Aseptic – but shakarganj^® was keen to explore opportunities to both increase market share and further differentiate its offer.  

Changing consumer needs

Packaging preference research carried out by Tetra Pak Pakistan showed a clear consumer preference for portion packs with openings. shakarganj^® explored various options before identifying Tetra Brik Aseptic Base Leaf with its diagonal and symmetrical leaf-shaped panels and the new MiM pour-from cap as the best match for consumer needs. In research, consumers highlighted benefits including ease of opening and pouring. The package was also seen as easier to store than a stand-up pouch or plastic pouch.

Untapped markets

With the new package with MiM opening, shakarganj^® is bringing something innovative and exciting to the marketplace and creating a clear point of difference from competitor products. This will not only change the way this SKU is perceived and used, but also pave the way for penetration into untapped markets dominated by loose milk and other convenience-oriented packaging solutions.

Testing the market

goodmilk^® in Tetra Brik Aseptic Base Leaf MiM was launched in June 2020, using the descriptor "Easy Pack". The launch campaign focuses on ease of opening and pouring and includes on-pack, digital and point of sale communication. Below-the-line and in-store activity includes brand ambassador programmes. Depending on consumer response, shakarganj^® will look to move goodmilk^® production entirely to the new package and explore the potential for doing the same with its tea creamer and whitener products. ​