Rasna creates shelf impact with stand-up profile pouch

Summer is the time for Rasna. So, when one of the country’s largest manufacturers and exporters of beverages, Rasna International, wanted an alluring packaging for its fruit powder concentrate, Uflex, which has been associated with the company for over two decades, come up with a unique packaging solution.

04 Jun 2018 | By Rahul Kumar

The result is an all new spouted profile stand-up pouch with side handle carrying Rasna fruit powder concentrate which has stirred the retail shelves not only in India but overseas as well.

Piruz Khambatta, chairman and managing director, Rasna, said, “Millennials who now form the most significant cohort of the global consumer demographics have grown up drinking Rasna as their favourite refreshing drink. Our association with Uflex is over two decades old and we are glad that the packaging engineers at the company worked closely with our merchandisers to create a unique packaging for our Fruit Powder Concentrate with an eclectic combination of aesthetics and pack functionalities upholding the ethos of Brand Rasna. The new packs look terrific on the retail shelves. We cherish our relationship with Uflex and look forward to exciting times ahead.”

Arun Anand, executive vice-president marketing at Uflex Packaging, said, “Fruit powder concentrate is extremely hygroscopic. The powder has to be immaculately protected from moisture. Rasna wanted something unique, enunciating strong customer pull at the point-of-sale (POS). We created a four tier profiled packaging structure comprising polyester/ aluminium foil/ polyester/ polyethylene.”

While the foil imparts perfect barrier to water vapour and oxygen, Uflex has incorporated two layers of polyester in the structure to lend sturdiness to the pouch carrying 750 grams of powder concentrate ensuring that the side handle does not snap while holding the pack. “In this hourglass-shaped profile pack, the handle has been provided with the help of a high precision tool on our sophisticated pouch making machine. This handle is formed inline and is pretty much a part of the overall torso of the pouch, making this packaging quite unique,” Anand said.

The importance of aesthetics in FMCG remains paramount; therefore intricate profiling of the pouch was done by the design engineers at Uflex. The stand-up spouted pouch with side handle and a bottom gusset is an eight-coloured rotogravure printed job with the inks manufactured by Uflex’s Chemicals Business. High performance adhesives also manufactured at Uflex Chemicals ensure high bond strength. The rotogravure cylinder has also been manufactured in-house. “We have a specialised, high calibre pouch making machine that is capable of rendering various profile shapes to the packs ensuring uniform and fool-proof seal-integrity to protect the fruit powder concentrate,” he added.

The dispensing spout has been fused with the laminate using extremely high precision equipment under optimised temperature and pressure coordinates to ensure that the fusion is foolproof. The spout paves way for immense convenience to the consumers in pouring out just the required quantity of fruit powder concentrate to make that perfect drink.

Ashok Chaturvedi, chairman and managing director, Uflex, said, “Packaging is the skin for a brand. Not only this skin represents the characteristics of the product but also resonates with the underlying spirit of the brand. Being fully integrated flexible packaging materials and solution company, my engineers across various verticals in perfect collaboration with each other developed a functionally deft and visually striking packaging solution celebrating the persona of brand Rasna.”

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