Onken eyes indulgence over health for yoghurt revamp

Onken is to launch a £2m marketing campaign to promote a revamp of its yoghurt range as the brand looks to build a following around the enjoyment of eating yoghurt rather than the health aspects.


The redesigned pots launch in stores at the end of the month and will be supported by a TV advert and a print campaign to promote the new strapline ‘just real tasty yoghurt’.

Onken’s marketing will adopt a tongue-in-cheek tone to differentiate itself from what the yoghurt maker describers as “traditional positioning around farming and organics” in the dairy category.

The new design, created by Design Bridge, uses an updated and enlarged Onken logo that runs across the brand’s 19 flavours. A new limited edition blackberry and vanilla variant will also roll out as part of the overhaul with additional flavours set to follow.

Onken’s has previously marketed its taste and health credentials to help differentiate the brand from competitors. Last May, it launched it first ever below-the-line ‘Love Onken’ campaign to try and inject some personality into the brand.

The launch comes as competition for sales in the big pot yoghurt market intensifies. In February, rival Yeo Valley announced plans to shake-up its product line-up while Müller stopped producing its Müllerlight big pots in December.

The yoghurt market is expected to grow by over 18% to £2.1bn between 2011 and 2016 according to Mintel, with analysts predicting the category will benefit from its image as healthy but enjoyable snack.

Onken’s new look marks the first major development for the brand since it was purchased by Swiss dairy company Emmi from Dr Oetker in 2010.

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