“Our strategy at JUST MILK is to capitalise on the resurgence in home baking and cooking and to own that sector of our market,” says Marie Garidou, Sales and Marketing Manager, Candia UK, (brand owners, JUST MILK).
“Home baking represents a big opportunity for us. We know from our research that *72% of those who regularly cook at home do so because it’s cheaper than other options while *22% of consumers are planning more meals at home and *27% of consumers are cooking more from scratch.
“We’re investing in excess of £1million in a national press advertising and promotional campaign. And for the second year running we’re a sponsor of National Baking Week (18-24 Oct 2010) working alongside major UK baking brands such as Pyrex. Our support for National Baking Week means we are in direct dialogue with food media who are key influencers.
“Our aim is to see more consumers buying JUST MILK as a cupboard staple and a cooking ingredient in the same way as sugar and flour. Consumers are actively searching for healthier products such as JUST MILK skimmed milk which delivers the same creamy taste as fresh semi-skimmed milk but without the additional calories. Hence our messaging appeals to the health conscious consumer who doesn’t want to compromise on their cooking results. Our brand also fits with consumers’ increasing demands for greater convenience and versatility.”
JUST MILK is available in a bottle format and it recently revamped its pack graphics to give the brand stronger prominence on- shelf. Its range includes long-life Skimmed, Semi-Skimmed and Whole Milk. And priced at a couple of pence below fresh milk it represents an attractive proposition for the price conscious consumer, particularly in the current economic climate.
In addition to a national press advertising campaign JUST MILK is also offering consumers the opportunity to own a Pyrex cookware set by collecting tokens from packs. “Redemptions for this on-pack offer which kicked off in July are exceeding expectations and trial offers have also proved to be successful”, says Garidou.
JUST MILK keeps in touch with its growing customer database via regular mailings, recipes, useful tips and online competitions.