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Filling & Packaging 14.02.2019

Danone unveils new „4U“ line of carbonated juices and teas in Brazil in sleek style beverage cans

To deliver new beverage options to consumers seeking healthier alternatives, Danone Waters Brazil has partnered with Crown Holdings, Inc. to launch its newest brand, 4U by Danone.

Danone unveils new „4U“ line of carbonated juices and teas in Brazil in sleek style beverage cans
(Photo: Crown)

To deliver new beverage options to consumers seeking healthier alternatives, Danone Waters Brazil has partnered with Crown Holdings, Inc. to launch its newest brand, 4U by Danone. Debuting in the Brazil market in November, the 4U line features two carbonated juices and two flavored teas, all made with 100 % natural ingredients. Two different sizes of sleek style cans from Crown, along with special ink finishes and colorful imagery, offer vibrant, eye-catching package designs that reflect the healthy, fresh blends of the 4U beverages.

With an uptick in global awareness for health, wellness and sustainability, the beverage market has seen a growing consumer preference for alternative, more natural options. The 4U brand helps Danone address this burgeoning market within Brazil and diversify its portfolio, which includes dairy products and water, and reach new consumers.

The launch of the 4U line brings four new flavorful beverage options to the market. Danone’s carbonated juice, developed under the sub-brand True 4U, is available in White Grape and Citrus and packed in 269 ml (9.1 ounce) sleek style beverage cans. The sub-brand Tea 4U features two flavors, Black Tea – Hibiscus and Berry and Lemon Grass and Citrus, and is available in 310 ml (10.5 ounce) sleek style cans. All four beverages are completely natural, containing no preservatives or artificial coloring.

Danone chose the beverage can for its durability, recyclability and decorative options. The format’s premium appeal, portability and increasing popularity in the Brazilian market were also important factors. Danone collaborated with Crown due to the Company’s reputation for sustainable products and practices and its close relationships with partners.

“Placing Danone on the forefront of Brazil’s growing natural beverage market required a strategic packaging partner that could accurately capture the new 4U brand and help us make our mark in this product sector,” said Rafael Ribeiro, Head of Marketing and Sales at Danone. “Collaborating with Crown allowed us to venture into uncharted territory and bring an exciting, fresh product line to our customers with the confidence that our brand would be represented in a high-quality, sustainable format.”

For added shelf appeal, Crown used two distinct sizes of its sleek style cans. Part of the Company’s diverse product portfolio, the sleek style cans bring a level of exclusivity to the brand and provide greater differentiation between the carbonated juice and tea varieties. The cans’ graphics feature bright colors to convey the bold flavors and fresh ingredients of the natural beverages. An all-over matte finish has been applied to the Tea 4U cans, creating a tactile experience for consumers.

“It is always an honor to help our customers bring a new concept to market, and we were thrilled to support Danone with the launch of the 4U line,” said Altair Frulane, Commercial Director at Crown Embalagens Metálicas da Amazônia S/A, a subsidiary of Crown. “Our collaboration with Danone involved careful ideation and planning that resulted in a striking product that is true to the brand’s messaging and goals. It is this type of project that allows our expertise and creativity, both regionally and globally, to shine.”

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