Emmi Yogurt Milk brings a Swiss Muesli Revolution

21 Feb 2012

Emmi, Switzerland’s largest dairy with HQ in Lucerne, has launched a new dairy concept to appeal to the Swiss consumer and their love of Muesli. The dairy, which is the largest milk processor in Switzerland, has labeled the introduction of the new product Emmi Yoghurt Milk – the Muesli Revolution.

The product was first launched in autumn 2011 in 750ml Diamond Curve® cartons from Elopak in three varieties. “Everyone who likes to eat muesli knows that problem; if you add yoghurt it makes the flakes stick together so you need to add milk to be able to enjoy eating the muesli,” Elopak’s Market Unit Manager in Switzerland, Guido Hangartner explains. “Too much milk turns muesli into a soup so there was a dilemma in the dairy market place that Emmi has solved with a beautifully simple idea.”

“Because Emmi Yoghurt Milk is thicker than milk yet thinner than yoghurt, it has the ideal consistency to be mixed with muesli or fruit,” explains Sibylle Umiker, Spokeswoman for Emmi. “It is designed to delight all the Swiss lovers of Muesli and with its creamy texture and mild taste encourages more consumers to try muesli combined with new Yoghurt Milk as part of a healthy breakfast and a nutritious diet.”

Easy pouring
Emmi Yoghurt Milk is offered in Pure-Pak® cartons; 750ml Diamond Curve® the large caps for easy opening, pouring and re-closing. “This product brings consumer convenience and this is enhanced and delivered through the packaging. The shape of the top panel allows for a larger cap for easier pouring and use. The Curve® panel brings a better grip and Emmi is using the panels to identify the flavor of the product,” adds Guido Hangartner.

Emmi Yoghurt Milk is produced with pure Swiss milk and without any artificial additives. The new, creamy and mild product is offered in three varieties:

Classic: a lightly sweetened nature yoghurt
Strawberry: with 15% strawberries
Honey: with 7% honey.

The range is supported by a full marketing programme including a TV spot shown on Swiss channels.

During development Emmi undertook consumer market tests. These revealed a high acceptance from the Swiss for the new Emmi Yoghurt Milk. “Every second consumer said that they would buy the product and 72% found a great advantage versus the traditional products that are used for Muesli,” adds Emmi’s Sibylle Umiker. “Now the dilemma is a thing of the past and a new dairy segment is created with the Muesli Revolution.”

Source: Elopak