The Collective has revamped the plant-based range of yoghurt alternatives it launched last January with a new name and recipe, backed by a “record” marketing spend for the brand.
Collective Plant has been renamed Collective Dairy-Free, with the updated range of oat and coconut-based yoghurt alternatives starting to roll out to supermarkets last week.
Like its previous incarnation, the revamped range consists of fudge, raspberry, and passion fruit flavour variants (rsp: £2.20/400g).
But following its reformulation, the products now boasted a taste profile closer to The Collective’s dairy-based yoghurts, which was “even creamier and more luxurious”, as the brand sought to more explicitly target flexitarians.
The Collective Plant range had performed “well” in its first year on sale, said the brand’s marketing director Tor Hunt-Taylor.
However, she admitted “we would have wanted a higher rate of sale”, while the original incarnation, in hindsight, did not do enough to play up the brand’s “taste first” credentials.
“We’re treating Dairy-Free as a new launch, rather than a relaunch, and it’s something that’s now a dairy-free articulation of our gourmet dairy pots – which also looks much more like it’s part of the Collective family [design-wise].
To support the revamp, the brand is also launching a record marketing campaign to increase awareness of the products. The national campaign will run at key out-of-home sites across the country, across shopper marketing and on social channels for the next month.
“Our dairy-free yogs meet a key need for today’s consumer, and as a premium brand that always put taste first, we saw an opportunity which truly plays to our brand strengths,” Hunt-Taylor said.
“The Collective’s mission is to re-define what ‘better for you’ means, taking a more holistic view on health, beyond purely functional drivers. Taste and eating experience should also deliver joyous moments within the day.”
The relaunch was “the first of several exciting developments for The Collective over the course of 2022 as we intend to well and truly shake up the dairy industry over the coming months”, she added.