FrieslandCampina has launched a new kind of yogurt drink for adults, primarily aimed at what the Dutch dairy company described as “the UK and Ireland’s three million health-conscious women aged 25 to 40”.
The new Optiwell range is “a delicious and refreshing alternative” to some snack and drink options, featuring zero added sugar and containing as few as 64 calories per 200ml glass. It is also fat-free and, from next month, will be available in 330ml on-the-go and 1l in-home formats across a duo of flavour combinations: strawberry and raspberry, and peach and apricot.
The 330ml bottles will include a price-marked-pack (PMP) option. Retailers will be able to buy Optiwell through both ambient and chilled chains for sale in chilled fixtures. Listings have been secured across the UK and Ireland in major multiples as well as key convenience retailers.
FrieslandCampina has enlisted television presenter Holly Willoughby as an ambassador for the brand, claiming that the This Morning host will “appeal to the target audience” as she fronts a wider marketing effort, into which FrieslandCampina will invest £25m during the course of the next four years. It will incorporate national advertising including outdoor, women’s press and online, with the core elements including digital activity to raise awareness and audience reach; sampling to encourage consumer trial; and in-store marketing activity to drive interest at the point of purchase.
FrieslandCampina UK managing director Tracey Barney said: “Optiwell has an important role to play in the market. It will appeal to the millions of women who are looking for a healthy and refreshing alternative to unhealthy snacks and drinks.
“The backing of a leading dairy company like FrieslandCampina will allow it to become a valuable, established brand in the UK. As a delicious healthy yogurt drink aimed at adults, it will create a new, dairy-based sub-category.”
© FoodBev Media Ltd 2024