Organic brands are offering fruit and fruit juice yoghurts in a bid to infect kids with the environmentally friendly bug
Many yoghurt fans have embraced organic varieties, but manufacturers reckon that it’s time for kids to get the environmentally friendly bug.
Little Rachel’s Organic wholemilk fruit yoghurts are the latest offering from Rachel’s Organic, sweetened only with fruit and fruit juice and targeted at mums with kids aged under three. The sector’s other heavyweight, Yeo Valley Organic, recently brought out children’s products - Fruit Tumble and Strawberry Jumble - with less sugar and more fruit.
If the success of the organic market is anything to go by, these new children’s products should do well. The organic yoghurt market is growing strongly at 16% year-on-year [TNS 52 w/e January 2005] and is the largest sector within organic dairy (worth £57m), helped particularly by Yeo Valley’s ascent to become one of the mainstream dairy market’s key players.
“We have always taken the view that being organic isn’t enough to win us a strong long-term position,” explains Ben Cull, marketing director for Yeo Valley Organic. “We also have to have
the best-tasting range and offer the most competitive value.”
Jane Gosney, marketing manager at Rachel’s Organic, also says consumers are continuing to buy organic for its taste and health credentials. The brand has expanded its range of organic multipacks and has added Low-Fat Natural and Fat-Free Fruits of the World to its portfolio.
Apart from own label, there are few other mainstream organic yoghurts on shelf - apart from niche brands such as Woodlands organic sheep’s milk yoghurt. Müller dropped its only organic product a while ago and MD Andrew Harrison says it has no immediate plans for another one.
This new multipack of toddler-size yoghurts found favour with young ABC1 mums. The juniors, used to a sweeter taste, found the flavours a bit tart and the texture runny.
This soya-based dessert performed well with a non-targeted sample, mostly in the south.
An appealing pack for those looking for a more indulgent-sounding yoghurt. But an acid aftertaste spoilt it for many respondents.
A checklist of individual likes and dislikes reduced the potential for this product to a committed niche of fans in the south.
Put to the test: four recent launches (maximum score 50)Little Rachel’s Organic Fruit Yoghurts Score: 36 Category average: 40
Yofu Organic Summer Fruits Score: 32 Category average: 37
Shape Pleasures - Apple Pie Flavour Yoghurts Score: 38 Category average: 40
Weight Watchers Strawberry Creamed Rice Score: 23 Category average: 37
Many yoghurt fans have embraced organic varieties, but manufacturers reckon that it’s time for kids to get the environmentally friendly bug.
Little Rachel’s Organic wholemilk fruit yoghurts are the latest offering from Rachel’s Organic, sweetened only with fruit and fruit juice and targeted at mums with kids aged under three. The sector’s other heavyweight, Yeo Valley Organic, recently brought out children’s products - Fruit Tumble and Strawberry Jumble - with less sugar and more fruit.
If the success of the organic market is anything to go by, these new children’s products should do well. The organic yoghurt market is growing strongly at 16% year-on-year [TNS 52 w/e January 2005] and is the largest sector within organic dairy (worth £57m), helped particularly by Yeo Valley’s ascent to become one of the mainstream dairy market’s key players.
“We have always taken the view that being organic isn’t enough to win us a strong long-term position,” explains Ben Cull, marketing director for Yeo Valley Organic. “We also have to have
the best-tasting range and offer the most competitive value.”
Jane Gosney, marketing manager at Rachel’s Organic, also says consumers are continuing to buy organic for its taste and health credentials. The brand has expanded its range of organic multipacks and has added Low-Fat Natural and Fat-Free Fruits of the World to its portfolio.
Apart from own label, there are few other mainstream organic yoghurts on shelf - apart from niche brands such as Woodlands organic sheep’s milk yoghurt. Müller dropped its only organic product a while ago and MD Andrew Harrison says it has no immediate plans for another one.
This new multipack of toddler-size yoghurts found favour with young ABC1 mums. The juniors, used to a sweeter taste, found the flavours a bit tart and the texture runny.
This soya-based dessert performed well with a non-targeted sample, mostly in the south.
An appealing pack for those looking for a more indulgent-sounding yoghurt. But an acid aftertaste spoilt it for many respondents.
A checklist of individual likes and dislikes reduced the potential for this product to a committed niche of fans in the south.
Put to the test: four recent launches (maximum score 50)Little Rachel’s Organic Fruit Yoghurts Score: 36 Category average: 40
Yofu Organic Summer Fruits Score: 32 Category average: 37
Shape Pleasures - Apple Pie Flavour Yoghurts Score: 38 Category average: 40
Weight Watchers Strawberry Creamed Rice Score: 23 Category average: 37
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