German food group Dr Oetker is making a move into children’s dairy desserts in the UK with the launch of Paula, a custard-style treat.
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The product is designed to target the growing children’s chilled treats sector, Dr Oetker said.
Supported by a GBP2.5m (US$4.9m) marketing campaign, Paula will be available in two flavour variants, chocolate with vanilla “splodges” and vanilla with chocolate “splodges”.
Matthew Wilson, head of marketing at Dr Oetker said: “Paula is totally unique in this category; a great piece of product innovation which will help deliver incremental category growth. It has been flying off the shelves in Europe so we have high hopes for Paula here in the UK and we are predicting sales in excess of GBP10m over the next three years.”
Launching this week, the packaging features Paula, an animated, rapping cow with sunglasses and will be available in transparent pots.
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By GlobalDataPaula will be sold in four-pot 125g multi-packs with a retail price of GBP1.49 in major multiples and convenience stores.
