FrieslandCampina said Optiwell will create "new sub-category" in UK

FrieslandCampina said Optiwell will create "new sub-category" in UK

FrieslandCampina, the Dutch dairy co-operative, is launching its Optiwell yoghurt drink in the UK and Ireland.

Optiwell is aimed at health-conscious women between 25 and 40. The fat-free drink contains no added sugar and it is 64 calories per 20cl glass.
It will be available from early September in 33cl and one-litre formats, in strawberry & raspberry and peach & apricot flavours.

FrieslandCampina sells a yoghurt drink under the Optimel brand in the Netherlands. It uses the Optiwell brand in Germany, for products including spoonable yoghurts and desserts.

FrieslandCampina is backing the UK launch with a GBP25m (US$39.4m) campaign, featuring television presenter Holly Willoughby, who will be the brand's ambassador. The company flagged Willoughby's 1.3m Facebook fans and 6m Twitter followers, "who she will tell about Optiwell".

The marketing campaign, 'Optiwell. Thank Goodness', will see FrieslandCampina features national advertising including outdoor, women’s press and online, as well as digital activity and sampling.

Tracey Barney, managing director of FrieslandCampina's UK arm, said: "The backing of a leading dairy company like FrieslandCampina will allow it to become a valuable, established brand in the UK. As a delicious healthy yoghurt drink aimed at adults, it will create a new, dairy-based sub-category."