e but it is also versatile. During AG has made this product so that its molds come in 4 different shapes, and the sizes can range from 20cl to 3 liters. This is why During AG's experience with the detergent industry is an asset to the marketing of the Fottle. During was accustomed to dealing with packaging innovation technologies in the detergent industry and the liquid milk market was becoming just as competitive. The Fottle's success was almost guaranteed in the milk industry because differentiation by packaging is extremely important in an industry where the product is essentially uniform.
             Walter During's determination of making France the entry country for the Fottle was also a great decision that opened many windows of opportunity for his innovative product. The liquid milk industry in France is so big that it has become the third largest producer on milk in Europe. France was also the leader in plastic packaging for milk, where more than 18% of milk is sold in plastic containers. During hoped to involve the Fottle in this percentile and actually increase the sale of plastic packaging in the milk industry. Another auspicious condition for the Fottle was a growing trend in the French market of consuming high-value, fresh food products due to the forecasted end of the recession. This trend brought a variety of new milk drinks for niche markets, an increase in the consumption of breakfast cereals, and the introduction of the "6 pack of milk." This new "6 pack" was only one indication of the repositioning of milk from a kid's drink to a beverage for healthy !
             During AG hoped to take advantage of the growing concern for the environment by emphasizing on the Fottle's unique ability to be easily recycled, but this is where some of the Fottle's entry market contained weaknesses and these shortcoming
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