A leading Dutch maker of 'farmhouse' yoghurts is looking to take on the likes of Yeo Valley and Rachel's Organic in the big pot category by extending its 'yoghurt in a bucket' concept and securing new listings in the multiples.

Twekkelo yoghurts (rsp: £1.65) are currently available in apple and cinnamon, forest fruits and black cherry flavours in 665 Sainsbury's, Waitrose, Morrisons and Booths stores as well as Ocado and Nisa-Today's.

Having turned it into the fourth-biggest brand in its native Holland, De Zuivelhoeve (Dutch for 'the dairy farm') now wants to forge a similar position for the brand in the UK and establish 'farmhouse' as a leading sub-category in the UK's yoghurt fixture.

It is launching three new variants (poached pear; rhubarb and raspberry; and natural) of its 500g layered yoghurt pots and is talking to Tesco and The Co-operative about nationwide listings for 2011.

Although Twekkelo was not certified organic, its commitment to animal welfare De Zuivelhoeve has created a 'cow comfort' programme that its dairy farmers sign up to and "authentic" story would appeal to shoppers of organic products, said UK manager Steve Johnson.

"There's a desire among consumers to understand more about sourcing, whether the animals are treated well and if the brand is authentic," he said.

To highlight its credentials, the pots now carried information about De Zuivelhoeve's welfare standards (under the banner 'happy milk'), the owners' heritage and the birth of the company, he added.

In anticipation of wider listings in 2011, De Zuivelhoeve is also exploring a media and communications strategy for 2011, and last week launched an English language website.

In the Dutch market, Twekkelo is the fourth biggest yoghurt brand behind multinationals Friesland Campina, Danone and Müller-owned Althof. It is stocked in 95% of all Dutch supermarkets, generating £35m in turnover a year.