Emmi Announces Repositioning and Packaging Relaunch

The uniform "Swiss-look" design has all the benefits of an umbrella brand and aims to increase consumer awareness and improve visibility in the chiller cabinet.

Aug 4 2010 --- Milk processor Emmi is repositioning its products under the "Emmi" umbrella brand. Typical Swiss symbols and the silhouette of a mountain peak in red and white are the key elements of the new packaging. The uniform appearance will make it easier for consumers to find and select products in the chiller cabinet. The products will be available in stores from August 2010.

The entire product range of milk processor Emmi is being repositioned under the "Emmi" umbrella brand. For the first time, well-established products from the white (dairy and fresh products) and yellow (cheese) ranges will come under the same brand name. From August 2010 and in the following weeks, some 150 well-known Emmi products will gain new, uniform packaging. Products from the yoghurt, desserts, ice cream, natural cheese, fondue, raclette, mozzarella, milk, cream and butter segments will be marketed as part of the "Emmi" range.

Emmi's new range of images and products
The new, uniform packaging is based on the colours red and white. A harmonious mountain range and silhouette-like typical national symbols such as a flag-waver, edelweiss, a cow and a yodeller form the key elements. Robin Barraclough, Head of Marketing, Emmi Group: "As a Swiss company with products made from Swiss milk, we want to communicate this origin in a clear and comprehensible way to consumers. Emmi products are characterized by their outstanding quality. This is now also reflected in their packaging."

The uniform "Swiss-look" design has all the benefits of an umbrella brand and aims to increase consumer awareness and improve visibility in the chiller cabinet. The redesigned "Emmi" range of products will be available from August 2010 in Switzerland, Germany and Austria.

Yoghurt, cheese & co. immediately recognizable
The redesign includes such well-known products as Toni yoghurt, Emmi Mix-it yoghurt, Emmi Birchermüesli and Emmi Griess Töpfli as well as traditional dairy products such as Emmi's premium butter. There will be more Swissness at the cheese counter, too: the popular Emmi brand products Winzer, SwissAlp and Couronne will also be getting the new red and white look, as will Emmi Raclette and Emmi Mozzarella. Robin Barraclough: "Consumers will be able to continue to enjoy their favourite products as before. The quality will remain excellent. The difference is that they will now be able to locate their favourite cheese in the chiller cabinet immediately."

The Emmi branded house
Alongside the redesigned "Emmi" range, which brings together existing products from the white (dairy and fresh products) and yellow (cheese) ranges in a single family, the well-known key brands "Emmi Caffe Latte", "Kalt bacth" and the well-being segment (Aktifit, Benecol) will remain independent.