Arla launches 'squeezable' yoghurt at teen market

By John Reynolds, marketingmagazine.co.uk, Monday, 11 April 2011 09:07AM

Arla Foods, the maker of Anchor butter, is launching a yoghurt targeted specifically at the teenage market and for the first time will do so under its own name.

Arla's new 'squeezable' yoghurt

Arla's new 'squeezable' yoghurt

The yoghurt, called Arla Squeeze, will be sold in a screw-top pouch, which will mean that consumers can squeeze the product directly into their mouths.

Arla, which also makes Cravendale and Lurpak, believes that the screw-top will appeal to the teenage market.

The yoghurts will be priced at 89p for a 190g pack and will roll-out across major multiples this month (April).

Arla Squeeze comes in two flavours: pineapple & mango; strawberry & vanilla.

The launch comes as Arla bids to make its brand more consumer-facing. Last year, the brand began to display the Arla logo at the end of its TV ads for a number of its flagship brands.

This article was first published on marketingmagazine.co.uk

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