Stonyfield Farm wants to offer yogurt fans a fresh large-protein handle having a pose: it does not are the term “Greek.”

Yogurt, but not Greek! Infinite Profit

Wanting to take a number of Traditional yogurtis thunder, Stonyfield plans to start selling Tiny Crème, a yogurt-like new cheese much like French fromage blanc. It’ll come in eight, largely fruit flavors and present many of the same capabilities as Traditional yogurt, like lots of protein and a creamy texture even in low-fat types.

Normal-yogurt brands like Stonyfield have fought to vie against the meteoric rise of Traditional yogurt, which currently accounts for about 47% of overall U.S. yogurt revenue, according to knowledge from market research organization IRI which was provided by Stonyfield. In 2007, Greek options made about 1% of yogurt up on shelves. Organic yogurts are far more expensive, although both Greek and natural yogurts have emerged with advanced pictures as balanced products. Stonyfield has fought to seize an important foothold within the Traditional yogurt industry with its own normal selection.

Stonyfield hopes Tiny Crème may interest people who discover Greek yogurt too dense or nasty, says Sophie Schmitt, manager of advertising for Stonyfield, the greatest natural-yogurt supplier in the U.S. The formula uses cheese, not yogurt bacterial cultures, giving it a smooth consistency and mild taste, she says.

Later this summer beginning, the business strategies to pitch the product using the phrase ” Cheat ” while playing up its advanced French link and qualities, she says.

Pot labels are black to stand out on racks stuffed with blue and bright cups, says chief executive of Vinizius/Y&R Barcelona, Rafael Esteve, an advertising firm that done the appearance. He says to convey sophistication, “there is nothing better than dark.”

The colour is somewhat gray to mimic a bistro menu Ms. Schmitt says. Stonyfield, which can be owned by Danone SA, expected to help make the outside labels not gleaming, on glasses flat, so that they felt such as a chalkboard in a consumeris hand. Nonetheless it became a challenge that is manufacturing, she says. A brand new model of the appearance designed for a slide release will probably possess the flat finish, she says.

The font and twirling flourishes on labels are designed to reference an imaginative type now associated with furniture and American structure of that age and widely popular throughout the century, Art Nouveau, Mr. Esteve claims. Flavor labels, like La Vie en Blood, certainly are a play on French terms.

Each pot may sell for about $1.89, comparable as organic yogurt, but greater than non-normal types, Ms. Schmitt says.

Buyers prefer to know what’s in the deal. But rather of employing a regular “waves of yogurt” picture, its own creamy texture to buyers and Y&R placed fromage blanc on an upright spoon to propose the act of eating it, Mr. Esteve says.

Internally, professionals debated how much Petite Crème presentation should imitate that of other Stonyfield products. They nixed an earlier deal design as too boring with a large Stonyfield logo and orange shades, Ms. Schmitt says. Customers who’re interested in new services desire to experience they are acquiring anything unfamiliar, she says. As a result, Stonyfield’s brand is little and published in black in white, not the typical blue.


The Wall Street Journal

Filed under: Marketing News

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