Sainsbury's Launches New Portion Control Juice Packaging

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August 9, 2011

In a U.K. first, Sainsbury’s has launched new 1-liter juice packaging with four see-through windows that allow for simple portion control.

The windows on the side of the carton guide customers to quickly measure a glass of fruit juice that counts as part of a healthy diet.

The new packaging design is part of the ‘by Sainsbury’s’ re-launch, announced in May, which includes more than 6,500 products. The retailer began with frozen foods just before Christmas 2010 and will complete the revamp by January 2013. Of the 6,500 products, 65 percent will be either new or improved, according to the company.

All of the packaging for the new 'by Sainsbury's' line has been designed to meet with Sainsbury's wider commitment to reduce its own brand packaging weight relative to sales by 33 percent by 2015 against a 2009 baseline.

“We launched this new packaging to make it easier for customers to measure one of their five-a-day and lead a healthier lifestyle. The windows also showcase our fantastic juice and its freshness,” said Louise Wilkinson, Sainsbury’s juice buyer.

The 16 fruit juice varieties in the new packaging are available in stores or online and retail for $2.58 each or three for $6.53.

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