Two former directors of Gü Chocolate Puds are preparing to launch gourmet New Zealand yoghurt brand The Collective in the UK.
Mike Hodgson and Amelia Macleod ex-Gü MD and sales director respectively have formed a joint venture company, The Collective Dairy UK, with The Collective's New Zealand owners, Angus Allan and Ofer Shenhav.
In a move that will pit The Collective against Twekkelo Farmhouse Yogurt buckets, the company has already picked up a listing with Sainsbury's where it will roll into stores in June.
The Collective's "unique packaging" would make the yoghurts stand out on-shelf and would add value to the category by encouraging shoppers to trade up, said Hodgson.
"Our product contains a double layer of fruit, visible through clear packaging," he said. "This, along with its distinctive yoghurt flavour, is a new offering within the category."
The yoghurt, which will be produced by a third-party UK manufacturer, is 95% fat-free and sweetened with honey instead of sugar. It will be positioned as a healthy treat and be made from British milk, and fruit where available.
It is available in 500g (rsp: £2.39) and 200g (£1.19) pots in passion fruit, pomegranate + cherry, luscious lemon, rhubarb + strawberry, apple crumble and Russian fudge flavours. The company is working on point-of-sale material for the in-store launch.
Although The Collective's UK debut will be in yoghurt, Hodgson said there was scope for expanding into other dairy categories, such as halloumi, which is already sold under the brand in new Zealand.
News of The Collective's entry into the UK market follows that of yoghurt brand Little Melton, which will launch into Harrods in a few weeks.
It is being produced in Norfolk using an Australian recipe and funding from Piako, which makes the yoghurt under licence in New Zealand.
Mike Hodgson and Amelia Macleod ex-Gü MD and sales director respectively have formed a joint venture company, The Collective Dairy UK, with The Collective's New Zealand owners, Angus Allan and Ofer Shenhav.
In a move that will pit The Collective against Twekkelo Farmhouse Yogurt buckets, the company has already picked up a listing with Sainsbury's where it will roll into stores in June.
The Collective's "unique packaging" would make the yoghurts stand out on-shelf and would add value to the category by encouraging shoppers to trade up, said Hodgson.
"Our product contains a double layer of fruit, visible through clear packaging," he said. "This, along with its distinctive yoghurt flavour, is a new offering within the category."
The yoghurt, which will be produced by a third-party UK manufacturer, is 95% fat-free and sweetened with honey instead of sugar. It will be positioned as a healthy treat and be made from British milk, and fruit where available.
It is available in 500g (rsp: £2.39) and 200g (£1.19) pots in passion fruit, pomegranate + cherry, luscious lemon, rhubarb + strawberry, apple crumble and Russian fudge flavours. The company is working on point-of-sale material for the in-store launch.
Although The Collective's UK debut will be in yoghurt, Hodgson said there was scope for expanding into other dairy categories, such as halloumi, which is already sold under the brand in new Zealand.
News of The Collective's entry into the UK market follows that of yoghurt brand Little Melton, which will launch into Harrods in a few weeks.
It is being produced in Norfolk using an Australian recipe and funding from Piako, which makes the yoghurt under licence in New Zealand.
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