UK: Recipe changes, NPD in Yeo Valley revamp
Yeo Valley's revamp will take effect from March
New products and recipes are part of changes UK organic dairy firm Yeo Valley has made to its portfolio.
The revamp includes a new "premium" range called Top Notch, a smoothie line for kids and a move into the rice pudding segment.
The 450g Top Notch yoghurts are designed for two to share and will be available in Sticky Fig & Honey, Zingy Lemon & Lime and Sumptuous Strawberry flavours with an RRP of GBP2.
A Yeo Smoothie will be added to the company's range of products aimed at children. Flavours will include Peach & Passion Fruit, Apple & Blackcurrant and Orange. Each will be available in four x 90g pots with an RRP of GBP1.99.
The company's plans to enter the rice pudding market will see it launch Really Creamy Organic Rice Pudding in Tesco. The twinpack 150g pots have an RRP of GBP1.29.
Yeo Valley is also launching a 0% fat Vanilla Yeogurt & Granola breakfast pot, which comprises vanilla yoghurt and a layer of oat flakes, pumpkin seeds, sunflower seeds and honey. It will be launched in Tesco at GBP0.50 per 135g pot.
Yeo Valley's revamp has also seen it reformulate its 0% fat natural yoghurt line to be "thicker and creamier". It is available in individual 150g pots for GBP0.53, 500g pots for GBP1.49 and 1kg pots for GBP2.59.
A number of new flavours are being added to its Big Pot range, including Rhubarb, Peach & Apricot and Mango & Vanilla.
Within its Big Greek Pots range, Yeo Valley is introducing a limited-edition Lemon & Ginger flavour.
The entire range will be sold in new packaging, which will include hand-illustrated images of fruit and flowers, and a logo comprising a white heart and the words ‘Yeo Valley Family Farm'. Each product will carry a '100% Yeoganic' message, which the company says highlights "its total organic status and ethical farming procedures". The Soil Association's Ethical Trade badge will also feature.
The move follows a marketing campaign launched by the company last autumn. Further marketing support for the brand is expected to be announced later in the year.
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