New line of yoghurt-based smoothies to drink and oatmeal for the North American market.

Lala U.S. is a significant player in the Drinkable Yogurt Smoothies category. This category has been a tough challenge for the American market since yogurt is traditionally considered a spoonable thick dairy product. Specifically, the average American consumer is not fond of drinkable yogurt products. On the other hand, Lala has expanded its brand presence in the dairy US Market focusing on the drinkable yogurt smoothies category.

The drinkable yogurt category is very well understood in Mexico and by the Hispanic market. Lala’s strategy in the US has been building up this category for at least a decade, aiming for Mexican and Hispanic consumers who already know drinkable yogurt. They have been leading this category, and new players have been appearing ever since. Smaller Hispanic brands have been competing but have never represented an important threat to Lala’s leadership. However, larger yogurt companies turned their eyes to this growing niche and immediately saw the potential to develop their brands with drinkable yogurt smoothie lines.

Lala brought all its expertise as Mexico’s dairy producer to the table and saw the opportunity to diversify its traditional drinkable portfolio into new segments that would appeal to new consumers. Understanding that this product is on-the-go category, whereas you can consume yogurt straight from the bottle, they turned back to Mexico’s uses and saw a big potential in launching a typical Smoothie Licuado.

Busy Mexicans usually start their days with a powerful and nutritious breakfast, all blended in a single-shot drink. This drink contains milk, cereals, nuts, fruit, and protein and is part of many families’ approaches for kicking off their day healthfully. This rich blend, called a licuado, is immediately recognized by anyone who has lived in Mexico o has a Latino heritage.

The new challenge was to build up a new subcategory for a blended yogurt smoothie for the U.S. Market. The new product had to be appealing and easily understood by both familiar and unfamiliar audiences. The brand asked for a solution that would begin developing a unique code for an unknown dairy product.

Lala Licuado is a nutritious and healthy on-the-go breakfast alternative. Its base is made of yogurt and oatmeal and each variant contains different fruits and natural ingredients mixes, from mango-carrot, to papaya, to vanilla-honey.

The new packaging design involved 2 main formats: the single bottle and the 4 pack sleeve. The 4 pack is the main sku since the shopper buys it for a 4 day provision.

Graphically, the new solution considered adopting American mass market codes, blending them with flavourful and colorful elements already known by Hispanic consumers. A new clean architecture was adopted to comunicate duality through a diagonal line in front of the label. The upper left side was used as a unified brand color depicting the milk and oatmeal base. The lower right side was used as the color versioning part. In the middle of the label a dinamic depiction of the aditional ingredients was used to communicate a healthy product.

The new Licuado brand was unified with earthy colors, transmitting its natural origin and, at the same time, a bold, energetic product. The label is closed with important funcional icons that American consumers love to see in a label: fiber, protein and vitamins. The label had to be bilingual so the texts were carefully selected to have a good reading impact without contaminating the cleanliness of the label.