Having boosted its profile with rapping farmers and a boyband, Yeo Valley is embarking on a major overhaul of its organic dairy portfolio, rolling out new packaging and branding, reformulating recipes and adding a raft of lines and variants.

The company is introducing a new heart-shaped logo with the words “Yeo Valley Family Farm”, and refreshing its packaging with illustrations of flowers and fruit.

It is also launching a three-strong premium yoghurts range called Top Notch (£2 for a 450g sharing pot), an organic rice pudding (£1.29 for a 2x150g twinpack), and a yoghurt and granola breakfast pot (99p for 135g) as well as adding seven new variants to its big pots range, including a Mild and Creamy natural yoghurt aimed at consumers who want a less lactic taste.

In addition, Yeo Valley is launching a new kids yoghurt called Yeo Smoothie! (£1.99 for four 90g pots) - which will be supported by an on-pack competition offering 50,000 kids T-shirts from clothing company Boden - and reformulating the recipes of its 0% fat natural yoghurt and big pot fruit yoghurts for a creamier flavour.

The new logo, packaging and ranges will roll out from the beginning of March. Yeo Valley’s Top Notch yoghurts, rice pudding and granola breakfast pot will be exclusive to Tesco.

Marketing director Ben Cull said the new lines and branding would capitalise on the publicity generated by Yeo Valley’s recent TV ads, and drive home the message that Yeo Valley was “a real place with real people”, with a commitment to British dairy and organic farming.

To that end, the new packs and website would describe Yeo Valley’s production methods as “yeoganic” and its yoghurts as “yeogurts”, to offer a point of difference and express how ingrained organic principles were in the company’s ethos.

Source

Julia Glotz

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