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Yeo Valley Taking Organic to New Frontiers
Yeo Valley
Organic’s brand strategy is taking organic products to new frontiers
in the dairy industry.
Yeo Valley Organic has re-launched its organic ice-creams and
frozen yoghurts as part of its strategy to re-position its organic
dairy products. New packaging was introduced in June and marketing
campaigns are supporting the re-launch.
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The new packaging design is aimed at
broadening appeal to consumers who are seeking high-quality dairy
products and not just organic variants. Rich vanilla ice-cream and
strawberry frozen yoghurts were the first to be re-launched and other
flavours are in the pipeline. The brand is to be supported by a
£3
million advertising campaign later in the year.
Yeo Valley Organic’s yoghurts went through
a similar makeover in March 2003. New flavours were launched along with
a new packaging design. The move strengthened Yeo Valley Organic’s
position as the premier brand of organic yoghurts in the
UK.
The company has been producing organic yoghurts since 1991.
Yeo Valley’s brand strategy is geared towards expanding its organic
dairy product sales beyond the organic market. A small consumer base is
responsible for most organic food sales and business growth is now
targeted at the premium dairy market. Yeo Valley Organic is the forth
leading brand in the British yoghurt market and the company aims to
develop its brand presence in the ice-cream and frozen yoghurts markets.
Green & Black, the leading producer of
organic chocolate in the
UK,
has adopted a similar strategy and has made inroads into the premium
chocolate market. It has developed a wide product range for consumers
seeking premium, luxury chocolates. Its chocolates are made from organic
and fair-trade cocoa, something which is not strongly emphasised in its
marketing campaigns. The organic food retailer Fresh & Wild appears to
be taking a similar route, changing its slogan from ‘The organic food
store’ to ‘The real food store’.
Yeo Valley Organic has also entered the
organic milk and organic cheese sectors as part of its brand extension
strategy. It launched organic milk and organic cheddar cheese under its
Yeo Valley Organic brand last month. Organic milk is available as whole
milk and semi-skimmed milk and is packaged in 1 litre carton packs. It
offers mild, medium, and mature cheddar cheese, and it plans to add
regional and specialty hard cheeses to the range. Yeo Valley Organic
already holds strong positions in the organic butter and fresh cream
sectors as well as dominating the organic yoghurt market.
Yeo Valley Organic’s brand strategy is likely to cause concern to some
companies in the conventional dairy industry. Its strategy shows how
organic food companies are becoming increasingly successful in marketing
their products, and more importantly how some are becoming just as apt
as multinationals in developing strong brand names.
Related Report:
#1202-43 The
UK Market for Organic Dairy Products
Posted: July 8th 2004
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