Emmi today (3 August) outlined plans to “reposition” its brand portfolio under its namesake umbrella brand and to highlight the “Swissness” of its products.
The dairy giant has revamped the packaging on around 150 of its products, which take in categories including yoghurt, ice cream, cheese and butter.
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The new-look range has gone on sale in Switzerland, Germany and Austria and Emmi is mulling whether to roll out the portfolio into other markets, an Emmi spokesperson said.
“It’s probable. We are looking at it but nothing has been decided so far,” the spokesperson told just-food.
Emmi hopes a focus on the Swiss origin of its products will highlight a number of attributes, the spokesperson explained.
“Swiss is regarded as a synonym for quality, for natural products and for tradition,” the spokesperson said.
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By GlobalDataShe added that the repositioning should make it easier for Swiss shoppers to see Emmi’s products in retail stores.
“It’s a branding issue. We have many different brands, which do not make it easy for consumers to find our products in chiller cabinets in supermarkets,” the spokesperson said.
