The Collective reimagines kids yogurt ‘suckies’ range

The Collective, a yogurt brand mainly known for its kids snacks, has announced the relaunch of its fresh yogurt ‘suckies’ range.

The business has redesigned its ‘suckies’ packaging, dialling up its colourful style to make the products stand out more on shelves, drive brand recognition, and increase their appeal to children without losing the visibility of key health credentials for parents.

‘Alfie the Dog’, the mascot for the children’s range, has been given a new look and features more prominently on the pouches, while the back of the packs also include fun facts, jokes, tongue twisters and riddles.

Made with all natural ingredients, including British whole milk yogurt and real fruit, the products are a great healthy snack for children throughout the day, according to the company. They provide a source of protein and live cultures and are gluten-free and vegetarian, catering to a range of nutritional needs and supporting a child’s balanced diet.

HFSS compliant

Though The Collective’s current ‘suckies’ range is already HFSS compliant and all sugars are naturally occurring from milk and fruit concentrates, the business will be launching a new no-added sugar range later in the year in line with emerging consumer trends.

The Collective aims to ensure all of its products meet official Government guidance on sugar consumption, but maintains that no-added sugar does not mean having to compromise on taste.

The new range contains less than 6g of sugar per 100g pack and includes immunity boosting vitamin D, as well as helping to strengthen children’s teeth and bones.

The new no-added sugar ‘suckies’ will be available in three flavours: strawberry & banana, banana & cocoa, and mango & peach.

National marketing campaign

The relaunch of the kids’ range, is supported by a national media campaign aligned to in-store activity. The plan, which includes Out-Of-Home (OOH), digital media and shopper marketing, is part of The Collective’s biggest ever marketing campaign and goes live mid-February.

The Collective has also ramped up marketing activity on its gourmet yogurt pots with a campaign running at key OOH sites nationwide, across shopper marketing and on social channels throughout February.

Commenting on the relaunch, Tor Hunt-Taylor, marketing director of The Collective UK, said, “At The Collective, we’re proud to be market leaders on innovative product compositions and packaging formats and are committed to continually evolving to meet emerging consumer lifestyle trends. Great taste will always be our number one priority, and while we’ll never ask consumers to compromise on this, we are always looking for new ways to ensure our products provide meaningful health credentials, particularly within our children’s range.

“We believe this unique balance is driving the success of the range and we’re confident that the expansion of our offering will further increase market penetration as we provide exciting, new options to appeal to an even broader audience.”


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