Bamdad Ghafari, area sales manager Iran, SIG Combibloc, told BeverageDaily, Iran is a market with good foundations and in the beverage industry, willingness to invest is growing.
Unusual shape for stand-out shelf appeal
As an example, he said the export business is gaining in importance for Marina that is why it chose to launch its SunStar drinks in its combidome cartons, for added shelf appeal.
According to Hazem Mizban, owner, Marina, combidome impressed the manufacturer through its unusual shape, stability and pouring performance.
Apart from the closure, the package is manufactured from a cardboard composite – from its base up to the dome that gives the carton its special shape.
“The cardboard bottle combines all the great product features of a carton pack with the positive characteristics of a bottle,” said Mizban.
“Our goal is to continue growing in the beverage sector. That requires us to recognise trends early on, and have the right packaging in place. To do that, we need the right equipment and reliable partners.”
In a report by Euromonitor this month, juices were a dynamic soft drinks category in Iran during 2015, mainly as result of the low base from which sales are rising, the consistent increases being seen in consumer awareness and improvements to retail distribution.
More interest in healthier drinks
It stated, regular consumption of juices has not been popular in Iran for some time, although it has gradually become a common habit, especially among the urban population, many of whom are becoming more interested in healthier drinks. However, the continuous declines being seen in purchasing power in Iran since 2012 threaten the performance of this category.
“Even loyal juice consumers who did not stop buying these products as their incomes fell have been forced to reconsider their choices, with a shift away from high-quality products with high juice content towards products with lower fruit content seemingly inevitable,” it reported.
“Overall, juice recorded off-trade volume growth of 8% during 2015, which was slower than the review period CAGR of 9%.”
Aside from the statistics, Ghafari said SIG Combibloc was seeing a lot of positive business development in the MEA and in particular with regard to investment from its customers.
“We’re pleased that with combidome we can give Marina a packaging that will move the company an important step forward,” he added.
Marina plans to launch 21 varieties of SunStar in: Apple, Orange Juice, Green Cocktail, Green Apple, Sour Cherry, Pomegranate, Pineapple, Peach, Mango, Orange Nectar, Lemonade, Orange/Mango, Orange/Carrot, Apple/Banana, Tropical, Grape, Apricot, Blood Orange, Fruit Cocktail, Melon Mix and Mojito.
Marina was one of the first customers to use the drinksplus technology from SIG Combibloc to bring out juice drinks containing real fruit pieces in aseptic carton packs.
Two CFA 124 high-speed filling machines from SIG Combibloc for filling combiblocMini, are in operation at the company’s factory in Iran, which can fill 24,000 carton packs per hour.
Zarin Jam Marina was founded in Kaveh Industrial City in 2008. It manufactures juices, nectars and syrups.