CCA tools-up to re-launch Fruit Box

A new packaging and processing line has been installed at the Richlands, Queensland, plant of Coca-Cola Amatil (CCA) to enable it to re-launch its Fruit Box juice product.

CCA earlier this year announced the Richlands plant was the latest of its facilities in the Asia-Pacific region to be converted to PET blow filling technology for its mainstream bottling operations.

The new line, which will pack the Fruit Box product in Tetra Pak's Aseptic 250ml cartons, complements the blow filling line.

CCA's Fruit Box is being re-launched onto the Australian market during November in four flavours – apple, apple blackcurrant, orange and tropical.

The re-launched product will use the Tetra Pak cartons to help drive sales upwards in the juice category through packaging innovation, CCA's national manager juice and dairy, Tim York, said.

“Overall the Australian juice market is in low single digit decline, making innovation a critical strategy to improving business performance,” he said.

“The re-launch of Fruit Box gives CCA the opportunity to modernise the brand with contemporary packaging and also an updated formulation to reflect changing consumer taste preferences, such as having no artificial colours or flavours.”

Tetra Pak Oceania managing director Noel Ayre said his company worked closely with CCA in commissioning the new line.

“The customer feedback on integrated projects generally has been very encouraging,” Ayre said.

“The customer experience is enhanced not only during the installation and commissioning stage, but also once the line goes into commercial production when there are opportunities to work with customers to maximise efficiencies with the lowest maintenance costs,” Ayre said.