Kerry Dairy Consumer Foods has unveiled a “category-first” brand that aims to “shake things up in the chilled dairy aisle”.
The SMUG Dairy brand combines dairy and oats to offer consumers a “healthier, more sustainable way of consuming dairy without compromising on that rich, creamy taste”.
The company noted that consumer behaviour towards dairy has evolved significantly in recent years, with 1 in 4 people now considering cutting down due to health, environmental and ethical concerns.
Victoria Southern, Strategy, Marketing & Innovation Director at Kerry Dairy Consumer Foods, said: “With this first-to-market category launch, we are not only creating a new way for dairy lovers to do dairy with a bold and exciting new brand but also creating a dairy category that is fit for the future. The SMUG Dairy portfolio has 40% less saturated fats and saves up to 54% less CO2e emissions per kilogram than traditional dairy, without any compromise on the rich and creamy taste that consumers love; in fact you could say, it’s a delicious feeling.
“This is an exciting launch for Kerry Dairy Consumer Foods as we continue to deliver against our mission to reimagine dairy through innovation and sustainability to inspire a better future.”
The new SMUG Dairy product range includes milk, cheese and butter, all of which combine the goodness of dairy and plants. It will be rolling in stores from the end of this month.
The launch will be supported by a £5m marketing campaign across out-of-home, audio-visual, TV, PR, influencers and social media.
The full product range:
- SMUG Dairy Blended Oat & Dairy Cheddar 320g (£4.00)
- SMUG Dairy Blended Oat & Dairy Grated Cheddar 160g (£2.25)
- SMUG Dairy Blended Oat & Dairy Cheddar Slices 150g (£2.25)
- SMUG Dairy Blended Oat & Dairy Milk 1 litre (£1.95)
- SMUG Dairy Blended Oat & Dairy Butter 200g (£2.00)
- SMUG Dairy Blended Oat & Dairy Spreadable Butter 400g (£3.75)
