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Melitta brand in Brazil debuts single-serve cartons

Coffee-flavored milk drinks from Melitta are packaged for on-the-go consumption in easy-to-grip, single-serve liquid cartons—a first in Brazil.

Global coffee specialist Melitta has selected a liquid carton packaging system from SIG Combibloc for its coffee-flavored milk drinks. The Wake brand beverage, available in Toffee, Mocca, and Chocoberry (white chocolate and strawberry) flavors, is available in combifitSmall 250-mL carton packs—the first time these on-the-go cartons have been offered in Brazil.

“Ready-to-drink coffee drinks are becoming more and more popular in Brazil, and with good reason,” says Ricardo Rodriguez, cluster head South America at SIG Combibloc. “Not only do they taste great, but they perk you up in a natural way. Packaged ready to drink, they’re ideal for mobile consumers who don’t want to miss out on an energizing coffee treat even when they’re out and about, such as playing sport or enjoying their leisure time. Traditionally, in Brazil people still mainly brew coffee freshly and drink it hot, but we’re seeing clear potential for growth, especially with a dynamic, young consumer group.”

Wake milk-mix drinks are filled using a co-packer's CFA 712 filling machine, also supplied by SIG Combibloc. The equipment consists of a high-speed filling machine designed to produce 12,000 packages/hr.

Since March, Melitta has officially launched Wake in the states of Santa Catarina and Rio Grande do Sul in the South of Brazil. The commercial launch has been accompanied by a wide-ranging marketing campaign. Under the slogan “So different it cannot be explained. You have to taste it!”, the campaign targets young adults who are often on-the-go.

According to Rodriguez, the ergonomic design of the single-serve carton gives the pack a firm grip and makes it easy to handle. The carton pack is provided with a U-shaped drinking straw with a diameter of 8 mm.

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