Tang goes natural to meet the needs of today's consumers

Enjoyed by millions of consumers world wide for over 40 years, Tang is revitalizing its brand to meet the needs of today's consumers in the region. It is now made with 100 per cent natural fruit flavors, enriched with vitamins A, B and C, and is absolutely preservative free.

Director Marketing for Kraft Foods Middle East & Africa, Vishal Tikku, said, "We are proud to introduce the new natural Tang in the GCC, which is specially developed to meet the needs of today's consumers who are increasingly becoming aware of eating natural and preservative free foods." He added, "Tang is one of Kraft's most global brands, holding the number one position
world wide. It was first launched in the mid fifties as an instant orange flavored beverage and since then, Tang has maintained its leading position year after year until today. The key to our success has been listening to and remaining close to our consumers and providing them with products that meet their needs."

Based on findings of a GCC study, Tang reformulated its brand in response to mothers and housewives' growing demand for natural and healthier products. While Tang has been fortified with vitamin C for many years, it also contained artificial flavourings, which could have deterred consumers from buying the drink. By ensuring that the juice beverage has 100% natural flavours derived from fruit, enriched with selected A, B and C vitamins as found in selected fruit juice, and removing all artificial preservatives, Tang hopes to reinforce its position as a natural and fresh beverage alternative. This move is part of Tang's global strategy to offer suitable products that meet consumers' needs.

Vishal Tikku further stated," Tang has been available in the GCC since the 1960's. People in the region grew up with Tang and love its great fruit taste. We therefore made sure to maintain the same great taste that has been cherished for more than 40 years."

As part of the launch, Tang redesigned its branding to have a 'fresher' packaging. The packaging now looks fruitier with images of fresh colorful fruits and the logo is 3D to convey the image of an evolving brand. It is also labeled with '100% Natural Flavor' and includes a brief description of the benefits of A, B and C vitamins and full nutritional information on the side panel.

The combination of these selected vitamins has been labeled as 'Fruitrition.' The essential A, B and C vitamins in Fruitrition contribute towards a normal growth by helping provide good vision, releasing energy from food for a normal body growth and maintaining a healthy immune system.

Tang is available in stores across the region in 2.5kg tins, 750gm bottles and pouches. It comes in a variety of flavors including orange, mango, lemon, pineapple, apple, strawberry, and fruit cocktail.