Branding: Quaker switches to plastic bags

TAIPEI: Standard Foods has opted for a plastic bag-type packaging for its new line of Quaker All-In-One Cereal beverage.

The new line - available in green tea and red bean flavours - is packed in a plastic bag, designed by branding consultancy Tong McKnew & Nachtigall.

The on-pack image is contemporary and highlights the products benefits of being "very, very creamy", according to TM&N managing director Leila Nachtigall.

Standard Foods product manager Joanne Wu said the company opted for a plastic bag - 330mm length x 240mm width x 60mm depth - over the traditional box to differentiate it from the packaging used by Chinese herbs and cereals brands.

Quaker's launch comes as the all-in-one beverage segment continues to decline in the market due to a lack of appeal with younger consumers and the increasing popularity of Chinese herbs and cereal offers, which are seen as more nutritious.

Standard will target a younger audience - the 20 to 35 year-old urban women who are health conscious - for its new line. The distributor of the Quaker brands, infant milk powder, edible oils and methol candy in Taiwan will break a TV campaign in October to support the launch.

Wu said the aim was to build up demand for the product in winter. Quaker is the market leader in the all-in-one segment, with Vitamax a distant second. Quaker tends to launch a large number of variants in Taiwan as part of its strategy to retain consumers' interest because of the market's intensely-competitive environment.

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