The Coconut Collab has launched a single-serve Strawberry Protein coconut yoghurt alternative.
Strawberry Protein (rsp: £1.60/180g) was launched to “counter the range of protein-focused products on offer, currently dominated by cereals, bars and protein powders”.
The new product, which combines coconut and almond yoghurt with a strawberry compote, has no added sugar and contains 9g of protein from almond and soy.
It also contains nine amino acids and live cultures to boost gut health.
“The Coconut Collab’s protein yog has been hit with our consumers, who love that it is a natural way to get protein into their diet without any artificial sweeteners, so we’re thrilled to add a new flavour to the range,” said Anna Dominey, MD of The Coconut Collab.
“Like all our coconut-based yogs, Strawberry Protein is thick, creamy, has no added sugar, and is packed with gut-friendly goodness – plus a boost of protein for a simple, delicious way to up your daily intake,” she added.
The launch follows a recent brand refresh from The Coconut Collab to move away from its previous rejection of dairy and instead to highlight the benefits of the brand.
It is using the rebrand to emphasise its high-quality ingredients, traditional fermentation techniques, the infusion of coconut water for sweetness, minimal processing and unique taste and texture.
The brand hopes the move will increase awareness among mainstream consumers, for whom dairy-free or plant-based is not necessarily a key motivator.
“We will always be a plant-based brand and, historically, this has been the main message we have communicated to our consumer base,” said Dominey. “The lightbulb moment for us was just how many of our consumers love us for what we are in our own right – simple, delicious, and natural – and this prompted us to focus more on highlighting these positives, rather than focusing on what we are not.”
The new look has been rolled out across the whole range, on their website and social media. It will be supported by investment into marketing campaigns this year, with plans for experiential marketing, OOH and a 360 digital marketing campaign to amplify the brand’s new positioning.
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