The Collective is making a play for the dairy drinks category, with the launch of a range of premium British-made yoghurt drinks containing superfoods, grains and exotic fruit.
The Collective Yoghurt Drinks come in four variants - mango and blood orange; coconut, vanilla & honey; blueberry, cranberry & acai; and apricot & banana with oats and chia seeds - and will go into Tesco on 17 June (rsp: £1.79 for 250ml).
The drinks are made with British milk and contain no refined sugar, artificial flavours or colours. They would “challenge” the yoghurt drinks category, said The Collective co-founder Amelia Harvey. “They feature the bold flavours that The Collective has become known for and are free from refined sugar,” she added.
Separately, the brand is extending its range of yoghurts with a plain, unsweetened variant, pitched as a ‘culinary’ yoghurt designed for cooking. Straight Up goes into Ocado and Waitrose on 23 June, priced at £2.39 for a 500g tub or 79p for a 150g pot. It will sit alongside The Collective’s existing sweetened plain yoghurt, Plain Jane.
Harvey said there was growing consumer demand for unsweetened yoghurt, and Straight Up would open up The Collective range to new usage occasions and demographics. “The thick, creamy and clean texture and unapologetically sharp taste is unlike anything else on the market,” she added.
“We believe that this new product will drive growth for the business. By providing an unsweetened option, we will give consumers a myriad of usage occasions to enjoy The Collective.”
The launches are part of the brand’s plans to double turnover to £10m this year, and come after The Collective recently branched out into kids yoghurts - with the launch of Suckies - and mousses for the first time.