Dubai: Coffee, tea or Tang? For 50 years, guests would be greeted with this offer from their hosts across the region. So much so, the Tang brand just about monopolised the powdered beverage category to command an 80 per cent market share.
Now, it seems the brand's owner, Kraft Foods, wants more. For the first time in five decades,
Tang has stepped away from its classic tin container to a "contemporary plastic tub".
The new packaging comes with a foil lid that, a senior Kraft Foods official said, eliminates the need for a can opener.
Packaging changes are commonplace in the carbonated soft drinks market, and could shift from classic to new age or vice-versa. But such large changes are less of an occurrence in the category that Tang populates.
The sense in change
But does it make sense to make changes to a format that has served the brand so well and no less than 50 years? Kraft Foods has its reasons and valid ones at that.
"We moved to a new modern pack with an attractive look which stands out better on shelves," said Vishal Tikku, managing director at Kraft Foods GCC.
"The new packaging gives a more modern brand image and on-shelf differentiations that make it stand out."
And if proof was needed of how consumers are reacting to the transformation, Tang is getting it in spoonfuls.
"Feedback has been outstandingly positive," Tikku added.
In fact, the new packaging had to be rushed to GCC's store shelves earlier than planned as Tang sales in the existing packs got sold out during Ramadan.
With the latest introduction in 2.5 and 1.5 kilograms, Kraft Foods has connected with Tang consumers
Earlier, it had launched single-serve packs, which have since proved popular.
Kraft Foods also has an eye on a bigger prize. "Our objective is to continue to innovate in powdered beverages to grow the category and more effectively compete in the broader fruit flavoured beverages category," said Tikku.
"Tang has by far been the consistent market leader in the powdered beverages category for several decades, and is now one in the broader — and much more competitive — total fruit juice market."
Regional production
The packaging itself has a regional flavour to it, with Kraft Foods' plant in Bahrain being responsible for the manufacture, packaging and distribution for the entire Middle East and Africa territory. A new production line was installed for the purpose.
In the Gulf region, orange, mango and fruit cocktail are the popular Tang flavours. More could be on the way.
"We are continuously testing new flavours with consumers, and based on the results will form our new flavour launches in the coming two years," Tikku added.
GCC footprint
- Tang is the biggest brand for Kraft Foods in the GCC, and these markets make up the third largest globally.
- Tins made up over 65 per cent of Tang's sales.
