Carton measure out portions

In a U.K. first, Sainsbury's has launched new 1-L juice packaging with four see-through windows that allow for simple portion control and ensure that customers enjoy their five-a-day servings. Using the windows on the side of the carton as a guide, customers can quickly measure a glass of fruit juice that counts as part of a healthy diet.

The new packaging design is part of the 'by Sainsbury's' relaunch, announced in May. The revamp, which includes more than 6,500 products, began with frozen foods just before Christmas 2010 and will be completed by January 2013. Of the 6,500 products, 65 percent will be either new or improved.

All of the packaging for the new 'by Sainsbury's' range has been designed to meet with Sainsbury's wider commitment to reduce its own brand packaging weight relative to sales by 33 percent by 2015 against a 2009 baseline.

Louise Wilkinson, Sainsbury's juice buyer says, "We launched this new packaging to make it easier for customers to measure one of their five-a-day and lead a healthier lifestyle. The windows also showcase our fantastic juice and its freshness."

The refreshing range of fruit juices is available in store or online for £1.58 each or on a 3 for £4 offer. Juices in the range: Apple and Boysenberry juice; Apple and cherry juice; Apple and mango juice; Apple and pear; Apple juice; Apple, pineapple and lemongrass juice; Costa Rican Pineapple juice; Multivitamin and multifruit juice; Orange juice, smooth; Orange juice, with juicy bits; Orange, Mango and passion fruit; Red Grape juice; Ruby breakfast juice; Tomato juice; Tropical juice; and Valencia Orange Juice.