The brand leader in UK fresh goats’ milk products has announced a major new initiative that will see its entire range revamped and new lines launched, whilst supporting the category with a wide ranging multi-media campaign in the coming months.
St Helen’s Farm, based in Seaton Ross in East Yorkshire, is the country’s largest producer of goats’ milk and makes an award-winning range of fresh milk, yogurts, cheese, butter, cream and ice cream, that is distributed through major retailers such as Sainsbury’s, Tesco and Waitrose.
The packaging revamp covers the entire portfolio and is spearheaded by its flagship range of goats’ milks – whole, semi-skimmed and skimmed. A key focus of the makeover is a refresh of the iconic St Helen’s Farm logo, which has evolved to portray a softer image by the use of a more modern and friendlier font.
Vicky Unwin, Marketing Manager, said, “The whole revamp is product focussed, where we have sought to showcase the taste by using fresh colours and visuals that make it more dynamic and tempting to consumers. The milk splash on the carton and the use of photography rather than illustrations on the cheese and butter are evidence of this and we have had great feedback from customers during our design development”.
Taste is also a key issue with all milk packs now carrying a ‘Taste Guarantee’ logo that will offer consumers their money back if not satisfied with the taste. Said Vicky, “There are some negative perceptions associated with the taste of goats’ milk, but we are confident that once people give goats’ milk a try they will enjoy the taste. That’s why this new guarantee will reassure existing consumers and help to drive sales from a new audience.”
British provenance remains a key feature of the brand and the health credentials have come to the fore with ‘easy to digest’ being a consistent message across all products in the range. Other features of the overhaul include a ‘hessian print’ look to the pack design for some of the more indulgent lines such as ice cream, to enhance the luxury feel of the brand. The dairy is now a certified Great Taste Producer because its products have struck gold in each of the last six years of the annual Great Taste Awards.
New launches that will include a Goats Brie and Long Life Goats Milks are also in the pipeline as the revamp begins to roll out during September, supported by a marketing campaign that will combine printed, social and digital media, as well as sampling to encourage trial.
ST HELEN’S FARM LTD