Devland Cash and Carry foCus RETAIL
New Clover long-life milk packaging way better than before Long-life milk is set to receive an elegant new makeover thanks to the recent launch of Clover’s new long-life milk packaging. Designed with improved functionality in mind, Clover long-life milk will not only continue to taste great, but will offer enhanced opening, pourability and resealability features making it way better to handle than the previous pack too. Packaging Perfect “At Clover, we consider our products from our customer’s point of view, which is why we decided to address the spillage that sometimes occurred with the current Clover long-life milk packs. We conducted research in various countries around the world to evaluate the functionality of different packaging. The new packaging which will be found on-shelves soon was deemed to be the best option for our long-life milk,” explains senior brand manager at Clover, Sherian King.
“It is a big forward step. The catalyst for the growth I think has been the grace of god for the most part. But we’ve also been ambitious and wanted to grow.” Local retailers’ expansion into under-serviced areas such as townships led to the collapse of Metcash. It was once the biggest wholesale business in Africa. But after 44 years Metcash is no more. It leaves a gap for astute players to step into, Gathoo says. Indeed, from 59 stores earlier this year, Metcash now has only about 12 stores left to sell as years of poor trading conditions and sales declines led to its financial backers refusing to extend further credit. In 2005, the company boasted sales of about R16 billion, but as more and more retailers such as Shoprite and Pick n Pay set up in wholesalers’ traditional markets, sales growth stalled. As these retailers gained momentum, street vendors and spaza shops that purchased mainly from cash-and-carry-type stores were forced to close. “It is now an opportunity for us to grow,” Gathoo admits. “Metcash has been selling off a lot of 4
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Easy to Open, Easy to Pour and Easy to Store The unique and elegant shape of the new pack is simpler to hold and weighs less than our current long-life milk packaging. The larger cap is another innovation that is more comfortable to grip, it also cuts the inner foil seal as you twist it and tucks the foil neatly under the lid, negating the need for a ring pull opening. The seal is also tamper proof and features a tamper proof evidence ring. With a 30-percent larger pouring area, less gulping occurs allowing for smoother product flow. In short, Clover’s new packaging is easy to open, easy to pour and easy to store. Clover, Way Better Clover’s full cream, 2% low fat and fat free variants will soon be found on shelf in the new and improved packaging. While Clover has the wellbeing of your family at heart, convenience, ease of use, quality and hygiene are also top of mind for the dairy brand that cares. So give the new long-life packaging a try; it’s way better than before.