British dairy brand Ubley is embarking on a major brand relaunch as it targets accelerated growth across foodservice and price-sensitive retail channels, with a new “Naturally Delightful” proposition at its heart.
Rooted in the British countryside, Ubley brings together quality British milk and simple, honest ingredients to create yogurts that are nourishing, affordable and naturally delightful. The relaunch introduces a new identity and proposition, alongside reformulated recipes and product innovation, designed to strengthen Ubley’s position across education, healthcare, care and hospitality, as well as its retail presence in Lidl.
From October, Ubley will roll out with a colourful, eye-catching new design that brings the “Naturally Delightful” positioning to life – combining affordability, nourishment and enjoyment. The range has also been reformulated, with recipes developed around simple, honest ingredients and enhanced nutritional credentials.
The transformation follows extensive qualitative and quantitative research into the needs and expectations of customers and consumers across Ubley’s key channels. Research identified three core brand pillars – nourishing, affordable and delightful – with natural ingredients, nutrition and value emerging as particularly important purchase drivers across healthcare, care and education.
The relaunch forms part of Ubley’s ambitious growth plans. Already growing at 18% year on year, and forecast to increase in value by 38% this year*, the brand is targeting further acceleration, with an ambition to become the leading nourishing yogurt brand in price-sensitive channels.
Ubley’s range spans single-serve pots, Chef’s Pots, 1kg pots and multi-flavour packs, with formats and flavours tailored to different channels and occasions. Made with British milk, the range includes nutritionally targeted single-serve pots for healthcare, care and education, providing protein, calcium and vitamin D, alongside versatile Chef’s Pots for decanting or use as an ingredient, and accessible 1kg retail formats for family nourishment and sharing.
The relaunch will be supported by an integrated programme of digital activity, PR, events and buyer communications, alongside wholesaler activations and sales team training. Sector-specific activity will target key audiences across NHS Trusts, care homes, education and accommodation, supported by activity in specialist trade media and at industry events.
“Ubley has already demonstrated strong momentum, outperforming its category in an amalgamated wholesaler dataset,”** said Hannah Flannery-Cahill, Marketing Manager, Ubley.
“We saw an opportunity to build on that success by creating a much clearer proposition around what makes Ubley unique.
“Our research gave us a really clear understanding of what matters to our customers and consumers, from affordability and nutrition to simple, honest ingredients and great taste. We’ve brought those insights together in a complete brand transformation, from our identity and packaging through to our recipes and new product development.
“We’re confident that our new proposition of naturally delightful, affordable and nourishing yogurt, combined with our bold new look and strengthened product range, gives Ubley a strong platform for continued growth and further strengthens our position in price-sensitive channels.”
Ubley is available from all leading wholesalers.
*Internal sales out data.
** Figures based on selection of major wholesalers.
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