PETpla.net Insider 06 / 2015

BOTTLING / FILLING 32 PET planet insider Vol. 16 No. 06/15 www.petpla.net Strategic expansion in the milk sector Brazil is the largest consumer of UHT milk in the world. In 2013, the Bra- zilian market consumed 6.3 billion litres of it. UHT milk has a 60% share of the drinking market; pasteurised has 13% and milk powder, 27%. UHT consump- tion grew four per cent last year and is still gaining market share, with over 90% penetration in Brazilian homes. Jussara, a family-owned com- pany, is the ninth-largest producer of dairy products in Brazil overall and is currently ranked fifth in its UHT milk market. When it decided to extend its product portfolio the company sought to meet consumers’ demands with novel products with special formula- tion and function and with more practi- cal, user-friendly packages. Brazil’s first ‘dry’ aseptic production line The adoption of a PET bottle was an important step in a domestic market dominated by carton packaging, and helps Jussara to differentiate itself and its brands. The new PET production line, which is located in the Patrocínio Paulista plant in São Paulo State, is equipped with Latin America’s first- ever aseptic blow-fill-cap production line with dry preform decontamination technology, supplied by Sidel. “Our company presents one of the most modern PET bottle packag- ing technologies in Latin America,” said Mr Odorico Alexandre Barbosa, Superintendent Director of Jus- sara. As a packaging material PET offers flexible design opportunities, in keeping with the company’s drive for greater brand recognition. The Jus- sara Max range for long-life milk with added calcium and vitamin D is pack- aged in an eyecatching PET bottle and is available in full-fat, skimmed and semi-skimmed versions. On-shelf differentiation Brazil’s UHT dairy and milk prod- ucts are, overwhelmingly packaged in cartons; they have 99% market share. However, PET has already demon- strated its benefits in the beverages market and producers are increasingly becoming aware of its advantages in bottling. The package itself provides protection and product integrity and meets stringent global food safety standards, while offering opportunities for brand differentiation of liquid dairy products stored and distributed at ambi- ent temperatures or in refrigerators. New materials, new ideas “We were convinced by the mar- keting opportunity the PET bottle could offer to our UHT premium milk,” said Mr Laercio Barbosa, Commercial Director and owner of Jussara. “Our challenge was to create innovative and functional packaging which was cost-efficient and sustainable to pro- duce. PET bottles have all the quali- ties necessary to meet our expecta- tions. They give a freedom in package design to differentiate our products on the supermarket shelves. They match consumers’ expectations, they are user-friendly, tough and resealable. They also offer great physical product and food barrier protection, retain- ing the milk’s fresh taste and vitamin content.” Jussara packages UHT milk in PET bottles Standing out from the crowd Brazilian company Jussara has become Latin America’s first dairy producer to adopt an aseptic blow-fill-cap solution equipped with dry preform decontamination. The new line, manufactured and installed by Sidel, has enabled Jussara to expand its portfolio and raise its on-shelf visual profile. Its new PET bottle is a strong differentiator in a market domi- nated by cartons. The first milk to be bottled by the Sidel line is Jussara Max a long shelf life UHT milk enriched with added calcium and vitamins.