UK organic dairy firm Yeo Valley has decided to relaunch its entire portfolio in a bid to refresh the range in a buoyant sector.

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The company will repackage and reformulate the products, as well as launch a range of children’s and fat-free yoghurts.


“We are trying to refresh the range,” a spokesman for Yeo Valley told just-food. “With a lot of people coming into the market, it’s more important that the packaging stands out on the fixture.”


A GBP3m (US$6.2m) advertising campaign will back the relaunch, the spokesman said.


Yeo Valley accounts for just over 7% of the entire yoghurt and fromage frais market. The brand dominates the organic segment, holding 60% share.

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