Fauji Foods introduced their tea whitener brand Dostea in Ecolean® Air Aseptic 200ml and 250ml to the market with a roaring success.
In Pakistan, tea is an important part of the everyday life and is one of the most consumed beverages, often in combination with a splash of tea whitener. Tea whitener is a liquid creamer perfect to enhance the taste and colour in a cup of tea. Dostea wanted to offer consumers a product, which is not only tasty but also convenient to use.
One of the many reasons why the Ecolean package was chosen was for its convenience features. Thanks to the Ecolean packages' microwaveability, consumers can microwave the product while still in the package and easily pour straight in the tea, without cooling it down.
The packages' unique shape and bright colours combined with metallised gold print create a stand-out product. Dostea was also the first brand to launch the Ecolean® Air Aseptic 125ml package.
The new, smaller 125ml package fits our consumers perfectly, with just the right portion size for everyday consumption. For us, Ecolean's stand-up pouches are the future for liquid dairy products.
- Aamir Khawas, Head of Marketing and Sales, Fauji Foods.
The convenient tea companion
- Launched in 2016
- Target low- to middle-class households
- Reached 15% category share in under one year
- A product for all tea occasions
- Ambient distribution in Ecolean® Air Aseptic 125ml, 200ml & 250ml
Fauji Foods is part of the Fauji Group, a well-known business conglomerate set up as a foundation for the benefit of ex-service men. The Fauji Group has considerable interests in a range of industries. During 2016, most of the products in Fauji Foods’ liquid dairy portfolio were introduced in a variety of Ecolean packages to the Pakistan market, making Ecolean the company’s leading packaging supplier.