USA > CalNaturale Svelte

May 6, 2010
/ Print / Reprints /
/ Text Size+

California Natural Products, a contract manufacturer of more than 150 certified organic and natural foods and beverages, has introduced its own brand, CalNaturale Svelte, an all-natural sustained energy protein drink. It marks the company’s first national consumer brand launch in its 30-year history. When it came to the design of the packaging, the brand had four principal goals:
·    Create a distinctive look with a unique personality
·    Highlight the product’s functional attributes while maintaining a clean, pure look
·    Project flavor cues and differentiate the flavors, while retaining a strong “banner effect” on the shelf
·    Succeed visually with graphics that “play well” in the dry grocery aisles of natural food stores, which are frequently poorly lit and cramped

The brand says the “sustained” messaging that supports its energy positioning is also reflected in its choice of packaging format: 15.9-ounce aseptic containers. “[The] cartons are made mostly from paper, a renewable resource, versus other bottles and containers made from non-renewable resources,” says Clark Driftmier, the company’s vice president of marketing and sales. The ambient storage of the aseptic products also “saves dramatically on energy costs” compared to other beverages requiring refrigeration, he says. In terms of recycling, 22 million U.S. households have access to curbside recycling for the multilayer cartons, according to their manufacturer.

CalNaturale Svelte products are available at natural food stores, grocers and drugstores in 25 states, ranging in price from $2.69 to $2.99.

May 2010

Tetra Pak

Addis Creson

Did you enjoy this article? Click here to subscribe to BRAND PACKAGING Magazine. 

You must login or register in order to post a comment.



Image Galleries

10th Annual Packaging That Sells Conference, Chicago, October 2012

Posted Date: October 29, 2013

BRANDPACKAGING’s packaging conference returned for a tenth year with a focus on a single message: Make It Matter.

Brand Packaging Magazine

brand packaging september 2014

September 2014

 The September 2014 issue features the latest on Standing out from the Crowd.  You can also read the issue at the Digital Editions.

Table Of Contents Subscribe


Design Gallery Volume 11

Design Gallery Volume 11 is not just a study in good design. It’s a look at how packaging can successfully demonstrate structural and graphic innovation, make strong shelf impact, meet consumer, shopper and retailer needs and support and convey the brand story

More Products



facebook_40.png twitter_40px.png  youtube_40px.pnglinkedin_40px.pnggoogle plus