Due to convenience, UHT (Ultra High Temperature) milk is the fastest growing milk format in India. Despite this, the UHT category remains small as consumers are put off from purchasing the product due to its higher price point. Nestlé asked FITCH to revamp their Toned Milk packaging, heightening its premium’ness and its sense of quality.
While UHT is the fastest growing milk in India, consumers still feel that milk is a commodity purchase. To succeed, our solution had to substantiate why Toned Milk carried its premium price and communicate the benefits of Nestlé’s supply chain that ensures the best possible milk reaches the consumer.
FITCH created a new design for the packaging that champions milk. A large, dynamic milk splash captures the goodness of milk and a darker, more contemporary blue was selected to increase shelf standout.