Fresh’n Fruity is a beloved brand that Kiwis have cherished for years. It’s a staple in most fridges and a favourite in children’s lunch boxes across the country. However, the mainstream yoghurt category has been facing a decline as more enticing and innovative offerings make their way into the market. Recognising this shift, Fonterra saw an opportunity to revitalise the brand by developing two new ranges.

The first of these is the Greek range, specifically targeted at consumers who crave a creamier, Greek-style yoghurt. Understanding the need for a fresh look that would captivate customers, we set out to develop packaging that would not only maintain the essence of Fresh’n Fruity but also stand out on the shelves. We took the iconic Fresh’n Fruity logo and placed it against a vibrant blue background. This design choice not only enhances shelf presence but also evokes a sense of deliciousness and indulgence, making it irresistible to shoppers.

In addition to the Greek range, Fonterra identified another significant opportunity in the premium and indulgent yoghurt segment with the launch of Fresh’n Fruity Indulge. This range was crafted to cater to the growing demand for premium, thick, and creamy yoghurt options, which are becoming increasingly popular as mainstream yoghurt continues to decline.

The primary objective for the Fresh’n Fruity Indulge range was to clearly communicate the luxurious and indulgent nature of the product. We aimed to ensure that the packaging conveyed a sense of richness and premium quality, while still feeling like an integral part of the Fresh’n Fruity family. A key feature of this range’s packaging was to showcase the delicious layer of fruit within the yoghurt. This not only highlights the indulgent aspect of the product but also provides excellent shelf stand-out, drawing the attention of discerning customers seeking a more luxurious yoghurt experience.

By developing these two new ranges, Fonterra has successfully breathed new life into the Fresh’n Fruity brand. Both the Greek range and the Indulge range offer something unique and enticing for yoghurt lovers, ensuring that Fresh’n Fruity remains a beloved staple in fridges and lunch boxes, while also appealing to a broader market looking for quality and indulgence in their yoghurt choices.