Winners 2017/Food Producers Gold

Project: SKYR

Client: Arla Foods

Design: Elmwood

New yoghurt skyr became a £12.2million brand in only thirteen months enabling global dairy company Arla Foods to break into the competitive UK yoghurt category with serious success.

A luxury yogurt brand, skyr needed to stand out and influence the customer at shelf, within the last six feet to purchase.  Naturally low in sugar, fat-free, with high protein and milk content, it has a unique selling point to claim the space for nutrition in yoghurt. It was essential that this came across in the branding – without blending into the competitors on the shelf – and the ground-breaking packaging did just that, challenging category norms with its simple, calm design.

In a market filled with fierce competition, Arla’s skyr has proved so popular production is struggling to keep up with demand. Skyr smashed its 3% penetration target, reaching 8.3% as of May 2016, and in its first year exceeded its retail sales value target by 10% with £10.3 million sales in the UK.