Yeo Valley forks out £1m to challenge rivals

Yeo Valley Organic, the UK’s fourth largest yogurt brand, is pumping £1.2m into a relaunch to make the product more mainstream and overtake the number three brand in the sector, Shape.

The relaunch includes new packaging created by design agency Blue Marlin, the expansion of cluster packs and product launches including adult indulgent offerings such as smoothies, Greek yogurts and fromage frais.

The campaign will be backed by advertorials, in-store promotions and press advertising created by Delaney Lund Knox Warren & Partners, despite Yeo Valley and the agency parting company last year (MW February 28, 2002).

AC Nielsen says Yeo Valley is the number four brand behind leader Müller, Nestlé-owned Ski in second place and Danone’s Shape. However, Shape’s value sales of £35m for 2002 was 3.1 per cent down on the previous year, while Yeo Valley’s sales of £29m over the same period represented a 25 per cent jump.

Yeo Valley marketing director Ben Cull says: “The natural look that many organic companies adopted at the start is now too worthy for the mass market We needed a new iconic look that would help shoppers find us easily, no matter where our products are in the dairy fixture. Our aim is to maintain our growth rate. If we do, then we should end the year within reach of the number three position.”