New brand extension for Arla Yoggi®

Arla Yoggi® is a long established, popular yoghurt brand in the Nordic markets. It was recognized that there was an opportunity to stretch the brand by launching a new convenient and tasty yoghurt for ‘on the go’ that combines the goodness of yoghurt and fruit.

pi were briefed to create the design for a new and handy product in a squeezable pouch format – great for out of home consumption as no spoon and no mess! The range was to form a new segment within the Arla Yoggi® portfolio targeting mothers with kids, older children and teenagers. The design needed to communicate the key benefits — very tasty and healthy too – and its ‘easy to eat’ nature.

An enlarged ‘Y’ icon was introduced to make the design more distinctive, fun and impactful. Each flavor carries the iconic Y in a different position to create a playful interaction with the fruit. Freshness and health cues have been heightened by use of light blue vignetting to white and this links back to the core range thus creating a coherent family feel.

Arla Yoggi® squeeze has launched in Denmark and Sweden recently with 2 flavor variants: mango & pineapple and strawberry & vanilla.