Pourable yogurt is a big part of European life especially in Northern Europe. Arla wanted to take this notion and develop an ‘on the go’ product for UK consumers. Eminently chuggable but it’s not a drink. No fiddly foil lid or excessive pack size so it can’t be a typical yogurt – of course not, it’s Arla Squeezable Yogurt. In its NPD assessment it scored the highest out of 15 other products tested and for the first time the Arla brand and its Closer To Nature core positioning is revealed at a primary brand level.
