Yazoo reveals new improved recipe

Wednesday, 15 October 2008

Yazoo, the nation's favourite milkshake, is set to shake up the flavoured milk category with the launch of a new improved recipe.

Already promoted as a healthier choice, this move signals the brands intent to hone this competitive edge through the introduction of natural flavours and real fruit juice. The brand is also renewing its packaging design to reflect this more natural composition.

The new recipe and packaging designs, available from November, span the entire product portfolio, including 200ml kids' lunch-box sizes, 500g adult impulse bottles and the family sized one litre pack.

And as part of the category shake up, Yazoo is also introducing a new chilled 300ml impulse offering.

With a new look pack design, this grabbable bottle targets on-the-go consumers, providing an ideal accompaniment to a snack to drive incremental sales.

John Lee, Managing Director, of Campina UK comments, "Yazoo has performed consistently well over the last few years, but we have high expectations and wanted to make some positive changes, not only to secure our own growth plans, but also to drive the flavoured milk category forward. It's the same great taste, with a healthier new recipe.

"Customer perceptions about health continually move forward and it is important for us to be at the forefront of these changes. Yazoo is already low in fat, with less than 5% added sugar and no preservatives, artificial sweeteners or nasty colours; so it's one of the few drinks which meets tough UK government regulation for use in schools.

"By moving to a combination of natural flavours and real fruit juice we have raised the standard once again and can help retailers add that all important ‘healthier' dimension to their soft drinks offering, to consumers of all ages, and at a sensible price."

Selling over 100 million bottles per year, Yazoo has a retail value of over £75 million, and is currently enjoying its biggest ever advertising and promotional spend (more than £3.5 million for 2008).

For Yazoo stockist information, retailers should call 01403 220 724.

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