FDBusiness.com

UK-based Fresh Marketing has selected Tetra Pak’s Tetra Prisma Aseptic carton with DreamCap for the launch of its cereal brand Fuel’s range of ambient, milk-based breakfast drinks.

The Tetra Prisma Aseptic 330ml carton is an ergonomically designed portion pack that is easy to grip and carry on-the-go.

According to Tetra Pak, the carton also incorporates DreamCap, a new closure that has been specifically designed so as to make it comfortable and easy to drink from while on the move.

Fresh Marketing co-founder Barney Mauleverer said the Tetra Prisma Aseptic Carton is ideal for its new range, providing a portable, lightweight, re-sealable, convenient and stylish pack.

“There are an increasing number of breakfast skippers in the UK, driven out of the category by a lack of time, choice and engagement. We’ve designed Liquid FUEL to capture the imagination of these consumers and give them a great tasting product that fits around their lifestyles,” Mauleverer said.

Liquid FUEL is currently available in UK in 500 Asda and 750 Tesco stores and wholesalers up and down the nation.

Fuel’s new range is said to be launched at a time when growing numbers of consumers, particularly men, are skipping breakfast, and the need for convenient, on-the-go products is growing rapidly.

The flavoured milk drink market in the UK increased by 13.9% in value in 2012, surpassing other drink categories such as sports and energy drinks, carbonates and juices and smoothies, Tetra Pak said.