Flavoured milk brand YAZOO is debuting refreshed packaging across its core 300ml, 400ml and 1L portfolio.
Rolling out in the grocery and convenience channels this month, the new look aims to dial up YAZOO’s taste credentials with elevated visuals that stand out on shelf.
The updated bottles are made from recycled PET (r-PET), meaning that every part of the bottle, besides the sleeve and cap, has been made with plastic that has not only already been recycled but can be reprocessed once again to produce new bottles. To make this possible, YAZOO has replaced the previous sleeve with a new removal perforated sleeve that uses a pull tab. The redesigned bottles also feature tethered caps to help reduce littering and support ease of recycling.
The packaging refresh will be supported by organic social content and paid digital marketing spend, as well as further amplification from in-depot POS in the OOH channel. It will also benefit from the halo effect of YAZOO’s recent £3m ATL campaign.
Maren Fuhrich, Brand Manager at YAZOO, said: “Sustainability has always been a key business focus for FrieslandCampina and we have robust goals to meet in our own sustainability programme, which aims to deliver against meaningful measures to reduce single-use plastics in our packaging. Globally, by 2025, we endeavour to have 95% of our packaging recyclable and/or reusable, whilst by 2050, we aim to be fully climate neutral. We all have a role to play in making the world a greener place, and with 1 in 9 households purchasing a bottle of YAZOO, we’re in a great position to be drivers of change.
“The introduction of our refreshed design also falls in line with the end of our very successful partnership with Merlin Group, which saw YAZOO consumers being able to gain 2-for-4-1 entry on all packs. Consumers can redeem their tickets via our website until the date specified on their pack, but after a fantastic few years, we are saying thank you to our friends at Merlin and looking forward to the future brand partnerships that are in store for YAZOO.”
