Trends & possibilities school milk still a hit - Elopak

Gable-top No.1 for fresh
The gable-top carton resonates
strongly with consumers of fresh
products in Poland. By using the
strapline, ‘Perfect Milk because it’s
fresh’, schoolchildren are reminded
that they are holding a quality
product in their hands. Because it is
fresh milk, it does have to be
delivered more frequently than UHT
milk, for example.
Much activity has been undertaken
to promote the ‘Perfect Milk at
School’ program. This has included
the preparation of leaflets, posters,
school calendars, a website,
articles and advertisements in the
school and educational press,
co-ordination with nutritional
specialists, medical professors and
taking part in teachers’ conferences
and other school events.
One of the key messages has been
that by being a part of this initiative,
schools are ensuring that their
pupils receive fresh milk (and
special dairy products such as 100%
natural yoghurts) – ultimately the
best choice for kids’ health.
Sales soar
Grzegorz Da˛browski Elopak Poland,
says, “In the very beginning, gaining
acceptance of the product was very
hard. The main problem was
collecting money for milk. Elopak
organised its first deliveries of
school milk in co-operation with
three dairies a long time before
Poland joined the EU. Yet, with the
introduction of state aid in 2007,
sales doubled overnight as white
milk became free of charge for
primary school pupils.”
Annual carton volumes for school dairy products in
Elopak cartons
2004 5.6 million
2005 14.1 million
2006 23.4 million
2007 53.1 million (state aid introduction)
2008 99.9 million
2009 93.3 million
2010 53 million (following a reduction in state aid)
school milk still a hit 3 – 2011
There are approximately 2,800
schools serviced by supply partners
and more than 700 to which dairies
deliver milk directly. In total, almost
600,000 pupils drink milk in
Pure-Pak® cartons.
The products are delivered to
schools on pallets between two and
five times per week. They are
distributed chilled with a shelf-life of
seven days for fresh milk and up to
21 days for ESL milk and yoghurts.
Today’s products are distributed to
schools within the ‘Perfect Milk at
School’ program which encourages
pupils to increase their intake of
natural protein, calcium and vitamins
by consuming fresh and natural
dairy products during their school
day.
The program is supported by the
State, by the EU and through the
Milk Promotion Found. Currently,
state aid enables natural white milk
to be made available free-of-charge
to primary school pupils for up to
three days each week. Flavoured
milk costs zł 0.22 PLN per piece
and drinking yoghurt costs zł 0.31
PLN.
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