Organic yoghurt manufacturer Rachel’s Organic has revealed a packaging overhaul designed to give its products a modern, stylish look. The company has also launched a range of new yoghurt flavours in order to appeal to its expanding customer base.
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“Rachel’s Organic already has a very loyal following. However now we are seeing a huge increase in demand for organic dairy products, especially amongst younger consumers,” said Rachel’s MD Neil Burchell. “Our customers are very discerning and health conscious. They want top quality food that meets their aspirations and reflects their lifestyle. It is important to us that our products look every bit as good as they taste.”
New products include an expanded low fat range, additions to the whole milk range and the introduction of yoghurt squeezies to the Rachel’s kid’s range.
The fat free range has been discontinued due to insufficient demand, a spokesperson for the company told just-food.
The rebranding will be accompanied by Rachel’s first consumer press advertising campaign, which will include PR activities in women’s lifestyle and national media, sampling and experimental marketing events.
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By GlobalData
