Yeo Valley Organic has developed a ‘no fuss’ custard geared towards smaller households.
Debuting in Tesco this week, the product aimed to tap into the “nostalgia of a homemade dessert” Yeo Valley said. The NPD follows the brand’s first foray into the flavoured milk category earlier this month, with the launch of raspberry and chocolate lines manufactured under its licensing partnership with Arla Foods.
The new custard (rsp: £1.25/250g) is said to be made to a traditional recipe using organic British whole milk and cream and contains a total of seven organic ingredients, in response to calls from consumers for more clean label and less processed products.
“By using only natural and simple ingredients, Yeo Valley Organic Custard is that perfect, wholesome treat for autumn and winter weather,” said Yeo Valley brand manager Heidi Narvo. “A new convenient packaging size of 250g is ideal for smaller households too, avoiding unnecessary waste.”
The launch follows findings from the Soil Association’s Organic Market Report 2021, which showed the increase in UK sales of organic goods more than doubled from +4.5% in 2019 to 12.6% in 2020.
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