The frozen cocktails were launched last May by MBWS (Marie Brizard Wine & Spirits), which was looking for a modern and environmentally friendly packaging with shelf appeal. When compared to standard aluminium pouches, Ecolean says its packaging is 15% to 20% lighter, with 30% less plastic.
Mercedes Castellani, product manager, Fruits & Wine, MBWS, said at the time the recipes were created by its R&D team in Bordeaux, France, then the drinks were put together in the Netherlands focusing on men and women between the ages of 18 and 40.
Speaking to BeverageDaily, at Anuga FoodTec, Hanna Jeppsson, manager, marketing & communications, Ecolean, said: “The frozen cocktails (by MBWS) came onto the market in France last summer and they are currently available in seven flavors.
“The concept is new because you can put the package in the freezer and it becomes a completely different texture and taste. As the packaging is flexible you can also squeeze every last drop out of the product, which is a really good feature.”
According to Castellani there is a growing appetite for crushed-ice drinks across the world such as ‘frosé’ (‘frozen rosé’), alcoholic granitas, wine fragginos and kakigōri.
In the hot drinks category, Dostea tea whitener brand was introduced onto the market by Fauji Foods in Ecolean Air Aseptic in 200ml and 250ml pouches.
In Pakistan, tea is an important part of everyday life and is one of the most consumed beverages, in combination with a splash of tea whitener. Tea whitener is a liquid creamer to enhance the taste and color in a cup of tea.
Metallized gold print
Consumers can microwave the product while still in the package and easily pour straight in the tea, without cooling it down.
The packages' shape and color is combined with metallized gold print to create a stand-out product. Dostea was also the first tea brand to launch the Ecolean Air Aseptic in a 125ml package.
The smaller 125ml package represents the on-the-go trend portion size for everyday consumption.
Jeppsson said Ecolean presented two filling machines; EL6 and EL2+, at Anuga FoodTec for increased capacity and more choice for on-pack decoration.
EL6 can fill up to 18,000 portion-sized packages per hour, for ambient distribution and the EL2+ can fill 12,000 packages per hour for chilled distribution.