The move is in response to a growing trend and consumer demand for richer, more indulgent and interesting yogurt flavours as organics become increasingly more mainstream.

Rachel's has a strong track record of pioneering NPD with exciting new flavours and combinations, backed by comprehensive product research and customer trials. The new citrus flavour is no exception, attracting top marks from Rachel's Organic fans this summer at extensive roadshow events up and down the country. Meanwhile the Rachel's Organic brand is also being supported by high profile generic press advertising and promotional campaigns.

 

As one of the fastest growing sectors, organic dairy continues to outpace the market. In general, organic food continues to attract new customers, with penetration now up to 11.2 million of UK households. Recent TNS data indicates that the total British organic food and drink market is now worth some £1.1 billion per annum and that over 8 out of 10 (85.8%) consumers opt for some organic produce in their shopping baskets some of the time. Against this backdrop, the statistics reveal that almost half of all consumers (45.5%) buy organic dairy with sales topping £247.5 million. Meanwhile, organic yogurt is the 4th largest category worth a staggering £88 million and growing 9% year on year (YOY)!

 

Commenting, Rachel's Organic Marketing Director Steve Clarke said, "Consumer trials of the new Orange and Lemon Greek Style have exceeded all our expectations, with customers loving the rich, creamy indulgent taste and texture and the fresh citrus flavour – our feedback tells us this one is definitely a winner! Organic food sales are outperforming the market because consumers are increasingly concerned about the quality of food they eat, including farming and production methods that impact on the environment. There is definite move to purer food and a willingness to pay a real premium for products people regard as healthy, as well as a bit indulgent for themselves and their families. The Rachel's Organic brand meets those aspirations and offers retailers, especially independents, a clear and profitable opportunity to capitalize on terrific demand."

 

The new Orange and Lemon Greek Style variety is a welcome addition to Rachel's current Greek Style line-up, which features full-flavour Bio-Live Natural; deliciously smooth Honey and the sublime Greek Style with Coconut. The range is currently stocked by leading UK supermarkets and independents.

 

Containing less than 8% fat and made with fresh organic milk and cream from some of Britain's best organic farms, Rachel's Organic new Orange and Lemon Greek Style is perfect for customers seeking nice without the naughty!