YEO’S: Blue Marlin creates first organic tube for Yeo Valley

As the battle against childhood obesity rages on, organic dairy brand Yeo Valley has taken the initiative and is launching Yeo’s - a new range of healthy organic yoghurt sticks designed by Blue Marlin Brand Design especially for kids. The innovative new packs consistof tasty thick creamy organic fruit yoghurt squeezed into handy tubes.

Yeo’s feature friendly, fun bug characters, and use speech bubbles to ‘talk’ to kids. This highly creative approach, using strong colours relevant to the fruit flavour in each tube has been designed to help the brand build a powerful relationship with children.

The new launch will help Yeo Valley increase its share in the children’s’ sector and will be the first organic producer to enter the growing sticks and pouches market. The range will claim a new and unique market position, which will play an important role in sustaining growth and further fuel interest in the organic sector.

“Yeo’s are great tasting, organic food for kids with fun, engaging and interactive design,” explains Yeo Valley marketing director Ben Cull. “Yeo’s make eating organic fun for kids and parents. It is a delicious, nutritious dairy treat that is easy to eat due to the tear away opening.”

The packs have been designed to appeal to an older demographic than Yeo Valley’s existing kids range of Fruit Tumble yoghurts. To capitalise on Yeo Valley existing brand equity, Blue Marlin has re-invented the crazy bug cartoon characters that appear on Fruit Tumble pots.

Although Yeo’s brand identity and packaging is unique it is still in keeping with the Yeo Valley master brand and clearly recognisable as part of the Yeo Valley Organic branded children’s range.

Blue Marlin has developed Yeo’s brand identity and pack design to deliver a fresh, fun look bursting with attitude and personality. The new packs will launch in early 2007 backed by a press campaign and its own dedicated microsite.

Blue Marlin’s Creative Director Martin Grimer says, “Marketers have come underfire for pushing junk food to kids and this is a fantastic example of how branding and innovation can encourage kids to eat healthy foods. There is a gap in the Children’s Lunch Box market for a healthy dairy snack with no additives and pure natural ingredients. We have designed a funky brand which passes the crucial lunch box credibility test - making it cool for kids and easy for mums.”