Dairy products firm Yeo Valley Organic is reportedly planning to overhaul its ice cream and frozen yoghurt range in an effort to broaden its appeal.
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New packaging will be introduced later this month that positions the products in the “healthy indulgence” segment, reported Brand Republic.
The company plans to target those consumers looking for a ‘premium’ or ‘luxury’ product and hopes the range will appeal to those who do not normally buy organic foods.
The organic nature of the product will be emphasised as an added benefit of the product rather than the sole reason for purchase.
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By GlobalData
