Meadow Fresh range expands and gets a makeover
Iconic New Zealand brand Meadow Fresh is invigorating the dairy aisle with 42 new additions to its product line. There are new cheese and culinary products (cottage cheeses, cream cheeses and sour creams) plus tasty new smoothies and yoghurts.
The brand has come a long way since the launch of its first product, Meadow Fresh milk, in the 1960s in Christchurch. The addition of the wide range of new products brings the total number in the Meadow Fresh range up to 155, all of which have undergone a makeover with a new look and feel.
The rebrand is being supported by a $1.5m campaign that includes 60, 30 and 15 second TVCs, as well as in store consumer promotions, point of sale and digital support, including a brand new website. Trial of the new Meadow Fresh Greek Style yoghurt and Citrus yoghurts is being driven by a nationwide in store sampling campaign with coupons, as well as a direct to home product sampling trial.
It is this continued push for innovation and great tasting products that drives the team at Meadow Fresh, says Brand Manager Davinia Goodes. “We are passionate about creating delicious products that are packed with the goodness of dairy. Our new delicious yoghurt recipe is now thicker in texture and much more mild and creamy in taste. This innovation has been rolled out across our existing range and included within the new Meadow Fresh Greek Style and Citrus yoghurts. We have reduced the sugar within our flavoured milk by 25% and our new Meadow Fresh Yoghurt Smoothies are 99% fat free, with no artificial colours.”