January 2009 - Dr.Oetker re-launches Onken Natural Range

Dr. Oetker is overhauling its Onken Natural yogurt range; with new look packaging across its four varieties. 

 The £250k re-brand will see the big pot range undergo a complete packaging redesign to clearly differentiate the four products; the market-leading Set, Natural, Fat Free and Greek Style Natural yogurts.

 In-store from January 2010, Onken wants consumers to re-evaluate the Natural yogurt market, with a view to educating consumers about the product differences and inspiring them with usage ideas and cooks’ tips.

The front of pack design aims to aid understanding of natural yogurt through a clear product picture showing the texture of the product as well as tasting descriptors describing the unique properties of each natural product type.  The product descriptors are: Set – Firm & Silky; Natural – Smooth & Creamy; Fat Free – Fresh & Mild; Greek Style – Thick and Velvety.

 A new colour palette has also been introduced to pull the products apart further to aid ease of navigation of the fixture and selection of the right product.  Coordinating coloured product trays will further aid ease of shopping and differentiation between the product types.

 Back of pack the redesign aims to get consumers to re-evaluate their natural yogurt purchasing and usage behaviour.  There is a clear description of the product type and when to use it as well as including simple and inspirational everyday usage ideas.

Caroline Donnelly, Senior Brand Manager for Dr. Oetker said:

“The Onken Natural brand re-design aims to further promote our best-in-class range of natural yogurts.  The packaging redesign aims to inspire existing consumers to try new things with the different Natural yogurt types whilst educating a new audience of younger, family consumers who don’t understand the product to be more confident to use it as a healthier cooking ingredient or simply on its own.  Onken’s unique mild and creamy taste profile ideally positions us to perform the role of encouraging new consumers into the natural yogurt category.” 

 The Onken Natural range of products will also be cross promoted on the back of pack, encouraging new and existing consumers to try the rest of the range.