Nico Biotime - reaching the national level

The Russian population's level of living is rising and a middle class is forming - these are consumers who need their own brands and their own products. They are eager to live a full and balanced life combining a job, a hobby, a family, and for that they need to be in good shape and to feel healthy. It is for these consumers that Multon is launching Nico Biotime on to the market.

Nico Biotime was specially designed to satisfy the strictest demands of juice consumers from the middle price segment. The line consists of traditional flavours, where all the natural vitamins and mineral substances of fresh fruit have been thoroughly preserved, as well as original mixes based on orange, enriched by natural extracts that help the organism in certain situations during the day.

The demand for the new product on the market has been confirmed by sales in the North-West, where the enriched tastes were launched back in 2006.

Before launching Nico Biotime on the national level its packaging was redesigned. One of the design's distinguishing features is a World Health Organization recommendation stating that every day you should eat five 200g portions of fruit.

Due to the fact that the product preserves all the healthy properties of fruit, one of those recommended portions can be replaced by a glass of Nico Biotime.

All the flavours of Nico Biotime are available in packaging of 0.2, 1 and 1.5 litres.

The 1-litre Nico Biotime products are launched in a type of packaging that is new for Multon - TetraPak Prisma.

The launch of the product, which is new to most Russians, will be accompanied by an active marketing campaign. Apart from television advertising on central channels, outdoor advertisements in key cities and adverts in the press will make use of Internet resources. In addition, promo-actions for consumers will be organized in key cities.