In 2013, Engro Foods in Pakistan was changing the brand position of their flagship brand Olper's and consequently looked for a convenient, modern and distinguished packaging solution.
Being an innovator, Engro Foods chose a new, sleek and functional “Mini Jug”, appealing to the target group of modern Pakistani women; the Ecolean® Air Aseptic 250ml. The distinct packaging format together with Olper's colourful brand appearance really make the product stand out on the shelf. After switching to Ecolean, sales more than doubled in 18 months.
Successful market communication
Olper's has, since the launch, successfully promoted the Ecolean package through various channels. The communication is focused around the convenience and functionality of the packaging; easy to open, easy to tear and microwaveable.
For special festivities, Olper’s introduces limited edition designs. In 2015 the limited edition Ramadan design was printed with metallised gold, which was first of its kind in an Ecolean package.
It has definitely made a difference to the consumer because obviously there is a convenience angle that we are offering and the consumers are understanding that.
- Mr. Sarfaraz A Rehman, former CEO, Engro Foods.
Engro case movie
The easy-to-use "Mini Jug"
- Premium 3,5% fat UHT-milk
- Positioned as a milk focused towards child drinking
- Target housewife’s and families searching for nutrition, health and security
- Close to 300 million Ecolean packages sold 2016
- Ambient distribution in Ecolean® Air Aseptic 250ml
Engro Foods FrieslandCampina
Founded in 2006, Engro Foods is today one of the largest companies in Pakistan. In less than eight years, Engro Foods became market leaders and built a leading position in the Pakistan dairy market. In 2016, FrieslandCampina acquired the majority shares in Engro Foods.