UK Sales Director David Rapkins said “We plan to achieve our sales target largely by increasing the number of lines listed across the retail outlets. Historically ASDA listed only TOTAL Greek strained Yoghurt 500g and TOTAL 0% 150g however from May they have listed three additional lines, Honey Twin Pot, Sheeps and Goats Yoghurt and TOTAL 0% 500g. Late in 2005 we introduced TOTAL 0% 500g (already a best seller in a 150g pot) in a new larger pot with re-sealable lid, since launch the sales of our 0% fat yoghurt have experienced an 11% year on year growth. “
To support the sales drive PR & Marketing Manager Emma Wilson and her team are undertaking a heavy weight above and below-the-line marketing campaign. “Brand awareness and driving product trial are central to our campaign”, said Wilson “once consumers try our products we have found that they are hooked – our yoghurt is creamy, low fat, pure, nutritious, versatile and delicious – our campaign aims to encourage new people to try it for themselves”.
The marketing campaign commences this month with trial price promotions, in-store radio, new media and advertising. Additional activity across the TOTAL range includes a nationwide consumer press and radio campaign endorsed by consultant nutritional advisor Michael Van Straten, a nationwide sampling roadshow, a widespread consumer magazine advertorial campaign, leaflets, chef demonstrations and seasonal recipe cards from TOTAL’s Development Chef Paul Wharrier, exhibitions and new media.
UK yoghurts and desserts market saw a 2.3 % value growth in 2005 but TOTAL yoghurt brands substantially outperformed this trend. In the UK over 12.6 million retail units of TOTAL yoghurts, cheeses and dips are sold annually worth more than £18 million in value.
Products in the TOTAL Greek Yoghurt range, available from stores nationwide include, TOTAL Greek Yoghurt, TOTAL 0%, TOTAL 2%, TOTAL Honey Twinpot, TOTAL Tzatziki Dip, TOTAL Sheep’s & Goats’ Milk Yoghurt and TOTAL Feta Cheese.
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For more information please contact:
Laura Darke,
FAGE UK Limited, 26 Eccleston Square, London, SW1V 1NS.
Tel: 020 7630 5000 Email: PR@totalgreekyoghurt.com
FAGE UK Limited, is a subsidiary of Greek - owned parent group FAGE DAIRY INDUSTRIES. Today FAGE’s yoghurts and cheese are enjoyed in 25 countries internationally and are found in 20,000 retail outlets in four continents.
FAGE DAIRY INDUSTRIES has one of the most modern dairy production facilities in Europe, based outside Athens. Thanks to the state-of-the-art technology FAGE has the capacity to process 50,000 litres of milk per hour and 500 million pots of TOTAL Greek Yoghurt annually.