“We introduced our Vanilla, Mocha, Classic, and Variety flavors to the South African market in January 2019,” says Neil Hellmann of Star Gate Innovations, the firm that owns the Ella brand. “Ella Cappuccino is patented and available in packs of three capsules of 75 mL. Numerous chain stores immediately stocked up. We only produce larger packaging for airlines. This way, our clients can also enjoy their trusted Ella Cappuccino at great heights.” Hellman continues: “This is a real ‘on-the-go’ product: all you need is boiling water, or try it over ice with cold water. Simply shake your Ella capsule for 20 seconds, break open the seal, pour the liquid contents into a cup, and add 150 mL of water. Really easy!” At retail, Ella will be sold in packs of three at a suggested retail price of R49.50 (US $3.51).
“The launch got off to an encouraging start,” says Etienne Pretorius of Polyoak Dairypack Tubs, the South African firm that injection molds the containers. He worked closely with Star Gate Innovations and Verstraete IML, the supplier of the innovative EVOH barrier labels, on the development of the Ella Cappuccino capsules. The IML oxygen barrier labels prevent oxygen from entering the packaging, thus extending the shelf life and the aroma of the cappuccino without needing to add any flavorings or preservatives.
The cappuccino capsules are completely recyclable, says Hellmann. He also likes that they can be retorted at up to 118°C without deforming. To withstand the retort process, IML labels consisting of a special retort-proof O2 barrier film and custom printing were used.
