Innovative containers: Morinaga VS Meiji: 新鮮な「しまるボトル」森永 VS 明治

Recently, Japan has been really innovative about how containers look like. In part, I think they stimulate interest in consumers, making them pick up the product and hence increase the possibility of the first trial. It’s really refreshing to see this kind of innovation starting to pick up the pace in Japan. While flavors and contents of drinks are always changing depending on the seasons, their containers have remained the same for the past years. Only recently that Morinaga has started the trend.

First and most exciting innovation would be PREMiL! New concept of milk targeting those in their 40s-60s. There are 2 types of product options: one with fortified calcium and protein but still creamy (in blue color) AND one with added fiber and BB536 bacteria (purple color).

Now..look at their packaging! People thought these are yogurt drink at first…because the color and shape is similar to the existing package of some yogurt brands. When they picked the product up, read about it, the surprise factor came in when they realized it’s actually milk! The idea is that it would be easy to open, to pour (so the milk won’t spill if you squeeze the bottle too hard), and to keep. Some complain that it might be difficult when you need to cut the bottle for recycle purpose. Read more here: PREMiL

And then…Meiji followed suit with this bottle series…called “Shimaru bottle”. Shimaru is to close something – in this case the bottle.
Recently launched in combini are 2 variations of dairy drink: super creamy latte and matcha latte. Claiming that the cap allows you to keep the milk from spilling and to keep it for later consumption in case you don’t finish the whole thing. (the term “re-cap” is used in Japanese) Most products in the market are in the form of tetra box, so once you open you can’t really keep it long. Read more here: Shimaru bottle
Here is how the “Shiro no hito toki” (creamy latte) and matcha latte look like:
明治白のひととき 430ml辻利 かほり抹茶ラテ 430ml

They look pretty similar, no? What do you think? Do these new shape of bottle makes you wanna buy more?

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