With the aim to make the pouch format more common for adults, and yoghurt a more popular snack option, a UK yoghurt brand with roots in New Zealand is tapping into a market opportunity that it says is worth up to £56m ($73.3m/€66.4m) with the launch of a line of six new yoghurts.
The yoghurts, sold in 130g pouches, come from premium yoghurt brand The Collective and are positioned on six different benefit platforms:
- Immunity: Yoghurt flavoured with cherry and acai, promoted for being high in vitamins C and D
- Restore: Apple, kiwi and spirulina yoghurt, promoted as a source of protein and calcium for muscle repair while being high in vitamin D.
- Invigorate: Passion fruit yoghurt with “energy-boosting” ginseng, vitamin D and calcium.
- Kickstart: A mix of yoghurt, oats and fruits. Said to be high in vitamin D, live cultures and a source of fibre.
- Gut Feel: Kefir yoghurt with vanilla, said to support gut health with 14 strains of live cultures and a source of fibre.
- Uplift: Greek-style yoghurt flavoured with peach and raspberry. This SKU is also available as a non-dairy option, made from an oat and coconut blend.
The products contain less than 7g of sugar per 100g and deliver around 100 kcal per 130g pouch. Priced at £1.50 ($1.96/1.78) per pouch, the convenient packaging means that the products are twice as expensive as single-serve potted yoghurts.
According to The Collective, yoghurt is “an overlooked superfood” that is often discarded as a snacking option due to concerns about messiness and convenience. Putting it into a pouch dispels both of those concerns, but despite this yoghurt pouches for adults are rare on the UK market. There are plenty of options targeted at kids, but any pouches intended for adults tend to have a very strong sports positioning. The Collective is now taking inspiration from Australia and the Netherlands, where it says pouches for adults are more common, in launching pouches that are simply intended as a healthy and convenient snack for the average consumer.
“Yoghurt is the ideal snack as it is inherently nutritious, healthy and tasty, but its traditional pot format means it is quite inconvenient to eat beyond the four walls of your home,” said The Collective’s marketing director Tor Hunt-Taylor. “And with so many offerings lacking in flavour or full of artificial ingredients, yoghurt often gets a bad reputation for being boring. It was time to bring something completely new to market and breathe fresh life into the category.”
