The relaunch will begin with its range of yoghurts, which will be reformulated with more fruit. It is also introducing two new fat-free yoghurt flavours, Madagascan vanilla and Sicilian lemon, and a mixed box of Yeo's, the tubed yoghurt aimed at children, among other product developments.
It will also be overhauling packaging for all its products, which include butter and milk. The packaging has been redesigned by Blue Marlin, and will give all of Yeo Valley's products more unified branding.
The advertising campaign is being created by Publicis, and is based around the strapline 'a breath of fresh air from the country'. It will run across television, press and poster, with media through Taylor & Taylor.
Ben Cull, marketing director for Yeo Valley, said that it was the biggest brand development since it introduced its 'grass tick' design in 2003.
'Since then, subsequent launches, range additions and revisions to some of our packs have meant our identity wasn't always as unified as we'd like.
'The aim with the new work is to set us apart again from all competition and give us an umbrella design structure that will cover the children's, mainstream and premium sectors of the market.'
According to Mintel figures for 2005, Yeo Valley was the fourth biggest yoghurt/yoghurt drink manufacturer by sales, behind Muller, Danone and Nestle. It is the first organic brand to make AC Nielsen's annual top 100 grocery brands chart.
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