Optiwell has potential to create new UK dairy beverage sub-category: FrieslandCampina


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Optiwell has potential to create new UK dairy beverage sub-category: FrieslandCampina

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Optiwell drinking yogurt has the potential to create a "new sub-category" within dairy beverages in the UK, says FrieslandCampina. 

FrieslandCampina UK, the Dutch dairy giant's British subsidiary, yesterday announced the launch of Optiwell - a yogurt drink brand aimed at adults - in the UK and Ireland. 

Strawberry & Raspberry and Peach & Apricot variations of Optiwell drinking yogurt in 330ml bottles and one litre cartons are set to hit shelves in September.

Fat-free Optiwell drinking yogurt contains no added sugar and is just 64 calories per 200ml serving.

optiwell carton

In a statement, FrieslandCampina UK said it is positioning Optiwell as an alternative to unhealthy snacks and drinks for women aged 25 to 40. 

“We see a real opportunity in the UK market," ​Tracey Barney, managing director, FrieslandCampina UK, told DairyReporter. "There are no healthy yogurt drinks aimed at adults except ‘functional’ brands."

“Optiwell therefore has the potential to create a new sub-category within dairy based beverages.”

Appeal to millions

FrieslandCampina UK is supporting the launch of the Optiwell brand with a £25m marketing campaign featuring Holly Willoughby, a British TV presenter who boasts 1.3m Facebook fans and 6m Twitter followers.

Through the four-year national advertising campaign, it hopes to reach 18m health-conscious women.

British TV presenter Holly Willoughby was selected to be the face of the Optiwell brand in the UK.

“FrieslandCampina is one of the largest dairy companies in the world, and that allows us to really support our brands and launch new ones," ​said Barney. 

"We have researched the market very carefully, and Optiwell has great potential here in the UK."

“It will appeal to millions of women across the country as a delicious new type of yogurt drink, and we want the brand to reach its full potential.”

“Our broad corporate aim at FrieslandCampina UK is to continually grow the dairy drinks category in the UK, and Optiwell will help us further expand the market.”

FrieslandCampina is known primarily in the UK for Yazoo, a flavoured milk brand particularly popular with children.

Like Yazoo, Optiwell yogurt drinks sold in the UK will be manufactured in mainland Europe.

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