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Central Lechera Asturiana gets into shape – world premiere for combishape March 2004. As the world’s very first producer, the Corporación Alimentaria Peñasanta, S.A. (CAPSA), market leader in Spain’s milk sector, is relying on the packaging innovation combishape from SIG Combibloc. Beginning March 2004, the Central Lechera Asturiana will launch the premium milk NATURLínea, a completely new product on the Spanish market in an oval shaped carton, the combishape cs R020. With this combishape world premiere, both companies are continuing a mutually successful collaboration of several years standing. Central Lechera Asturiana is the leading name in the Spanish milk market and the core brand of CAPSA. By launching the NATURLínea product in combishape, the market leader takes the unique differentiation opportunity that has finally become reality thanks to the innovative packaging system from SIG Combibloc. “In the initial phase, we have defined more than 40 basic shapes. They will allow manufacturers of branded goods to sustainably differentiate their products from the competition on the sales shelves. Through its visual language, combishape highlights the respective product identity”, explains Rolf-Dieter Rademacher, CEO of the SIG Combibloc group. Unique shape thanks to combishape The combishape package has provided an unmistakable appearance for the NATURLínea product line from the premium milk producer Central Lechera Asturi-ana. The unusual shape is entirely in keeping with the product character. The new milk NATURLínea belongs to an innovative and complete range of dairy products containing Tonalin® CLA. This natural ingredient helps to reduce body fat by inhibiting the formation of fat tissue in the body and by transforming existing fats into energy. To date, Central Lechera Asturiana is the only brand on the Spanish milk market offering such a product concept. Choosing combishape has created an appropriate brand position: a unique product is being further enhanced by an equally unique packaging. CAPSA's President and CEO, Pedro Astals is clearly convinced: “In future, brand names will only survive if they can combine optimal product performance with an unmistakable market identity.” As a result, he is consciously placing his trust in the combishape packaging system for his brand Central Lechera Asturiana. The concept combines the benefits of the beverage carton, which has proved itself a billion times over in the combibloc format, with the shape and, hence, brand differentiation. “A natural and renewable packaging raw material ideally matches the positioning of our premium products such as NATURLínea. By providing us with opportunities to further enhance product differentiation through the carton shape, combishape represents a revolution in the packaging sector”, says Astals. With combishape, it is now feasible to enhance brand communication in a unique and innovative manner. A common road to success For several years now, the enduring and strong partnership between CAPSA and SIG Combibloc is proof of how to successfully realise joint projects. In 1999, in close collaboration with SIG Combibloc, CAPSA began to construct in Oviedo one of the most advanced milk filling plants in the world. Equally successful was the re-launch of the Central Lechera Asturiana brand presentation in 2000. With the transition from a standard format to the elegant combiblocSlimline from SIG Combibloc, in combination with a reclosable fitment, the packaging and the brand identity were decisively rejuvenated. The re-launch helped the brand to reposition itself. Thanks to the subsequent 3.8 percent increase in market share, the Central Lechera Asturiana ultimately took over the leadership position in the Spanish milk market. This joint world premiere with combishape is the highlight of the cooperation to date between SIG Combibloc and CAPSA. Download Media Release 040301 Your contact: Heike Thevis – Press Officer SIG Combibloc GmbH Rurstrasse 58, D-52441 Linnich, Germany Tel: +49 2462 79 2608 Fax: +49 2462 79 17 2608 E-mail: heike.thevis@sig.biz SIG Combibloc is one of the world's leading systems suppliers of aseptic beverage cartons and filling machines. Employing approx. 3,900 people, the company recorded a turnover of EUR 1.058 million in 2003. SIG Combibloc is a division of SIG Holding AG, Neuhausen am Rheinfall. ;)
A unique package for a unique product: beginning March 2004, the new milk prod-uct NATURLínea from Central Lechera Asturiana will appear on Spanish retail shelves in an oval combishape cs R020 aseptic beverage carton. With this launch, the Corporación Alimentaria Peñasanta S.A. (CAPSA) is counting on the combishape packaging innovation from SIG Combibloc. ;)
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