Sainsbury’s Window On Health with Private Brand

English retailer Sainsbury’s has launched new Private Brand 1-L juice packaging with four windows that allow for easy portion control and help customers enjoy five-a-day servings of fruits or vegetables. Using the windows on the side of the carton as a guide, customers can quickly measure a glass of fruit juice that makes up a portion of a healthy diet.

The innovative design is part of the ‘by Sainsbury’s’ Private Brand relaunch which was announced in May. The redesign is slated to include more than 6,500 products and will be completed by January 2013. Of the 6,500 products, 65 percent will be either new or improved.

All of the packaging for the new ‘by Sainsbury’s’ range has been designed to meet with Sainsbury’s wider commitment to reduce its Private Brand packaging weight relative to sales by 33 percent by 2015 against a 2009 baseline.

Louise Wilkinson, Sainsbury’s juice buyer says, “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.”

The refreshing range of fruit juices is available in store or online for £1.58 each or on a 3 for £4 offer. Juices in the range: Apple and Boysenberry juice; Apple and cherry juice; Apple and mango juice; Apple and pear; Apple juice; Apple, pineapple and lemongrass juice; Costa Rican Pineapple juice; Multivitamin and multifruit juice; Orange juice, smooth; Orange juice, with juicy bits; Orange, Mango and passion fruit; Red Grape juice; Ruby breakfast juice; Tomato juice; Tropical juice; and Valencia Orange Juice.

Source: Sainsbury’s

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.