FrieslandCampina, one of the largest dairy cooperatives in the world, is the first of its kind to launch the Rainbow PET (polyethylene terephthalate) packaging within the Middle East.
As a company that places its customers at the forefront of decision making, and one that greatly cares, FrieslandCampina understands the importance of introducing customers to greater storage solutions. This led the company to introduce a new re-closable feature for their Rainbow evaporated milk packaging range. Customers could then not only benefit from greater value due to a decrease in wastage but also higher storage convenience.
Available for purchase across the United Arab Emirates, Rainbow Evaporated Milk is now presented in its latest re-closable PET pack. The packaging is 89 per cent recyclable which aligns with FrieslandCampina’s dedication and commitment towards providing sustainable products whilst also enhancing and improving the way in which our customers store their Rainbow evaporated milk. In doing so, FrieslandCampina is officially the first company in the dairy sector to produce sustainable bottles regionwide across Middle East.
Environmentally friendly packaging is part of FrieslandCampina’s sustainability program "Nourishing a better planet" aimed to provide customers with 100 per cent reusable packaging by 2025. The main aim is to no longer have a negative effect on climate change by 2050. Aligned with UAE’s vision 2021, FrieslandCampina’s latest packaging will contribute to the nation’s goals of fostering an economic community that fulfils its sustainable goal of safeguarding the environment by increasing the efficiency of waste management.
Rainbow milk is an integral ingredient of the tea culture within the GCC and India sub-continent and is a significant component in the widely popular drink, Karak Chai or Masala Chai. Rainbow milk is also popularly used to enhance many variations of tea and Coffee. As the first milk product to establish itself in the region, Rainbow milk is deep-rooted especially within the Emirati culture for more than 60 years. Since Rainbow milk is a popular ingredient, the company observed that the current packaging resulted in storage hassle and product waste.
Sumeet Mathur, Managing Director of FrieslandCampina MENA, said: "Over the past few years, we have achieved significant milestones – both as a company and as a cooperative. The core of our success lies in our customer-centric approach that introduces new solutions and products based on our customers’ needs. Our achievements stem from developing, implementing, and executing sustainable measures to ultimately create a more sustainable and environmentally friendly future for the future generations. We work together to achieve a long-term positive impact. By 2025, 100 per cent of our packaging will be recyclable and reusable with more than 99 per cent of waste materials will be re-used."
R. Murali, Marketing Manager of Rainbow Milk, said: "Rainbow milk has been part of consumers lives over 66 years. With the clear ‘consumer-needs first’ approach; we have been delighting consumers with great tasting dairy products that are made from the best quality milk. Today, we are proud to introduce the first ever "Reclosable evaporated milk’ in PET packaging that is another testimony of Rainbow Milk’s purpose – adding magic to moments in our consumers daily lives."
In addition to the Evap milk, Rainbow also includes multiple milk products including ready-to-drink milk, flavoured milk, powder, and cream. FrieslandCampina has rich legacy and heritage in the Middle East since its establishment in 1985.