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Hawke’s Bay
Less sugar and a new yoghurt recipe feature in Goodman Fielder’s [NZX: GFF] Meadow Fresh rebrand and launch of 42 additions to its dairy product line.
These range from cheese and culinary products (cottage cheeses, cream cheeses and sour creams) to smoothies and yoghurts.
Meadow Fresh milk was first launched in Christchurch in the 1960s. Its new products brings the total to 155, all of which have undergone a makeover with a new look and feel.
The rebrand is being supported by a $1.5 million campaign that includes 60s, 30s and 15s TV commercials, as well as in-store consumer promotions, point of sale and digital support, including a new website.
Meadow Fresh Greek Style yoghurt and Citrus yoghurt will have a nationwide in store sampling campaign with coupons, as well as a direct to home product sampling trial.
Brand manager Davinia Goodes says all the products are naturally good sources of protein and calcium.
“Our new delicious yoghurt recipe is now thicker in texture and much more mild and creamy in taste,” she says.
“This innovation has been rolled out across our existing range and included within the new Meadow Fresh Greek Style and Citrus yoghurts.
“We have reduced the sugar within our flavoured milk by 25% and our new Meadow Fresh Yoghurt Smoothies are 99% fat free, with no artificial colours.”
Campbell Gibson for NBR Food Industry Week
Fri, 19 Sep 2014
Fri, 19 Sep 2014
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Meadow Fresh rebrands, expands
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