Rachel’s Organic revamps multi-pack yogurts range

The move follows a hugely successful year for Rachel’s in 2007 that saw a major brand revamp and huge sales growth +25%.

Rachel’s Organic multi-packs have now all been redeveloped with contemporary, on-trend packaging in line with the brand’s ‘stylish by nature’ theme.

The new range follows extensive consumer research and features additions of great new flavours in the popular family fridge format. The four new multi-packs offer delicious low fat as well as more indulgent options – all with Rachel’s organic provenance.

Rachel’s fours new multi-pack SKUs include Luscious Low Fat – Fabulous Fruits Multipack for the health conscious who love Strawberry, Raspberry, Peach, Rhubarb yogurts – some of the best-loved flavours in Rachel’s big pot (450g) range.

A second brand new offering is Rachel’s Organic Luscious Low Fat – Garden Fruits Multipack, nice without the naughty, this multi-pack features low fat yogurts with traditional, British garden staple fruits of Strawberry & Rhubarb; Raspberry & Blackberry – plus two single flavour yogurts of Blueberry and Blackcurrant – both ‘purple’ fruits that are widely consumed for their antioxidant properties.

Meanwhile, for consumers looking for natural organic goodness but prefer a smoother ‘no-bits’ yogurt, Rachel’s have created their completely new, wholemilk yogurt Sumptuously Smooth Multipack.

This pack features mouth-watering, smoothie-inspired fruit yogurt combinations of Mango &Vanilla Strawberry & Banana; Blueberry & Raspberry; Peach & Passion Fruit. The organic fruit is pureed for an extra-smooth taste.

Finally the range sees a new flavour for the indulgent Forbidden Fruits Thick & Creamy Multipack. These delicious Rachel’s Organic probiotic yogurts combine ripe organic fruit with added cream for hedonistic, creamy yogurts with single minded fruit delivery of Strawberry; Raspberry; Peach and Cherry – flavours that really pack a punch!

Commenting on the new multi-packs, Rachel’s Organic Marketing Director Steve Clarke said, “We have invested unprecedented levels in NPD to ensure Rachel’s Organic continues to be the premier player in Organic Chilled Yogurts and Desserts. This means offering the trade new and enhanced opportunities to profit from this category.

“We hope that our new yogurt multi-pack offering will excite retailers who stand to benefit hugely from growing consumer interest in organic food quality and healthy options. We are also supporting retailers with a 2008 schedule of high profile consumer events activity throughout the UK and a heavyweight sampling programme that will continue to drive trial.”

Latest AC Nielsen data shows that the Organic CYD market grew by £4.9m in the last year to a healthy £119.5m. Rachel’s Organic contributed a staggering 96% of this growth!

Rachel’s 2008 marketing plans will see a focus on the brand’s appeal to consumers opting for modern organic food, reflected in Rachel’s stylish, iconic packaging design, backed by the substance of its impeccable organic provenance.

The ‘stylish by nature’ theme will feature in Rachel’s major advertising campaigns, as well as informing an extensive events programme throughout the UK. This includes high profile title sponsorship of the Royal Horticultural Society Hampton Court Palace Flower Show (8-13th July 2008) – the UK’s premier outdoor lifestyle event.

Last year, Rachel’s Organic household penetration grew by an impressive 38%, with 750,000 new households buying the brand. In market value the brand grew +25% over 2007, nearly 6 times faster than the category (AC Nielsen data). Rachel’s ambitious 2008 brand plan is further set to capitalize further on consumer trends and demand for premium organic dairy products.

Upcoming developments include a complete revamp of the Rachel’s Organic children’s ranges currently pipelined – retailers will do well to watch this space!!