Tims Dairy has announced a rebrand – to Tims – with a new logo and brand identity.
The rebrand is accompanied by a new consumer-focused marketing message and campaign encouraging people to ‘Discover Delicious’.
It is also renaming its Greek Style Yogurt as Greek Family Yogurt, to address the misconception it is inferior to Greek yoghurt.
This renaming also emphasises the history of the brand, whereby two generations of the Timotheou family have been making Greek-style yoghurts in the UK with fresh British milk since 1949.
Tims Kefir Natural has also had a major rebrand, with new pack design with green colour shades to “fall in line with on-shelf perceptions for the category”.
The brand has also announced the launch of Greek Family Mango (rsp: £2.50/450g) and Greek Family Kefir Citrus, which includes 12 live cultures and is lactose-free (rsp: £2.65/ 450g).
Both will be launched into Waitrose from 29 May with an additional listing in Ocado coming soon.
The full range of yoghurt from Tims has been given a new look across pot surrounds and foils, rolling out this summer.
It includes stronger colours and fruit and flavour images to bolster shelf standout and brand and flavour recognition.
It also has stronger on pot messaging, inspired by consumer panel research reinforcing ‘Greek Family Yoghurt’.
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