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On the back of a $23 million capital investment at Dairy Farmers’ premier dairy foods manufacturing site at Wetherill Park, in western Sydney, the Co-operative will this week launch a range of new Thick & Creamy branded products in the growing diet segment of the sweetened flavoured yogurt category. This $102 million segment makes up almost a quarter of Australia’s $460 million sweetened flavoured yogurt category.
Dairy Farmers Chief Executive Rob Gordon said entry into the diet segment with Thick & Creamy Light, a 99 per cent fat free offering containing 60 per cent less sugar than previous formulations – along with the launch of new product sizes for its existing product range – was especially exciting given the phenomenal success of the range since its launch 12 months ago.
“Without doubt, Dairy Farmers Thick & Creamy is one of the most successful products ever launched by the Co-operative,” Mr Gordon said.
“As well as winning hundreds of thousands of consumer fans during its first year, Thick & Creamy collected industry accolades including the best fresh product launch in 2007 by retailer, Woolworths.
“In its first 12 months, Thick & Creamy has carved out a $40 million slice of the sweetened flavoured yogurt market. This result was achieved while facing significant production constraints and minimal product advertising.
“Entry into the growing diet segment of the sweetened flavoured category with Thick & Creamy Light represents a natural evolution of the brand as consumer demand for great-tasting and healthy products continues to grow.
“During recent consumer testing, Thick & Creamy Light significantly outperformed its major competition in two all-important criteria – overall liking and purchase intent.”
An extensive campaign to support the launch includes television, magazine, newspaper, outdoor advertising along with product sampling.
