Rapp's Kelterei is bringing six of its varieties to market in 1.0-litre Elopak cartons, responding to changing market needs for on-the-go consumption and simultaneously meeting the demand for regional offerings.
With this decision, the Hessian fruit juice manufacturer aims to reach new customer groups and increase its market share in the single-use packaging segment. According to Eva-Maria Scheubeck, Head of Marketing at Rapp’s, a significant portion of sales in the juice market is generated by single-use packaging, underscoring the strategic importance of this introduction.
Regionality and environmental protection in focus
Rapp’s new Elopak packaging tells stories about the origin of the processed fruits on its 360-degree display area. For example, it highlights the importance of the apples used from German scattered orchards for biodiversity. This regional focus is a key component of Rapp’s brand strategy, which is also supported by a repositioning and a comprehensive advertising campaign. The launch of the Elopak packaging will be accompanied by billboard advertising directly at supermarkets in the summer to increase visibility.
In addition to the new single-use cartons, Rapp’s will continue to offer its products in the 0.33-litre long-neck reusable bottle. This keeps the company true to its philosophy of offering high-quality, regional products in attractive packaging. Rapp’s Kelterei is a 100%%subsidiary of the Hassia Group.
Source: Rapp's Orchard
