The Rachel’s Organic yoghurt brand has redesigned its packaging and introduced a raft of new products in a major re-launch aimed at capitalising further on rising demand for organic dairy produce.
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The company, which was launched ten years ago and has been a pioneer in the organic dairy market, refreshed its packaging design with distinctive black and white branding, following what it described as “detailed consumer research, planning and design”. All Rachel’s Organic mainstream products are to be re-vamped, the company said.
“This exercise is a major investment for Rachel’s Organic that is designed to substantially increase brand awareness and generate new consumer demand for our products,” said managing director Neil Burchell. “We want to excite consumers and for our retail partners to share in a great opportunity for improved sales and profits.”
The re-launch is to be supported by a consumer communications campaign to drive awareness and recruit new and younger consumers, the company said. Plans include a high-profile London launch party and for the first time, a consumer press advertising programme, in addition to extensive PR and sampling activities.
In addition to the redesign, a raft of new products is being rolled out, the company announced, including a new range of natural and fruited yoghurts in Rachel’s Organic 450g best selling pots.
