Sainsbury’s has overhauled its fruit juice packaging in a bid to help consumers keep track of their fruit intake.

The redesigned litre carton features four transparent windows plus markers indicating a 200ml measure of juice – equivalent to one of your five-a-day. The move is believed to be a first for the UK.

The new packaging will house 16 juices and forms part of the ‘By Sainsbury’s’ re-branding initiative announced in May.

The revamp, which affects 6,500 products, began with frozen just before Christmas. It will be completed by January 2013. Sixty-five percent of those products will themselves be new or improved, the supermarket giant said.

The redesigned packaging is geared towards meeting Sainsbury’s wider commitment to reduce its own brand packaging weight, relative to sales, by 33% by 2015 against a 2009 baseline.

“We’ve launched this new packaging to make it easier for customers to measure one of their five-a-day and lead a healthier lifestyle,” said Sainsbury’s juice buyer Louise Wilkinson.

“The windows also showcase our fantastic juice and its freshness.”

Read more
Sainsbury’s sets out ‘biggest-ever’ own-label revamp (15 April 2011)
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