Flavoured milk brand Yazoo has upgraded its packaging to be more sustainable, using 100% recycled PET (r-PET).
Apart from the sleeve and cap, every part of each 300l, 400ml and 1L bottle has been made with recycled plastic that can be reprocessed to produce new bottles. To make it easy for consumers to recycle, the brand has replaced the previous sleeve with a perforated one featuring an easy pull tab. In addition, the bottles use tethered caps to help reduce littering and support ease of recycling.
Packs are now more brightly coloured and all bottles bear an on-pack ‘high in protein’ splash, while Chocolate and Choc Mint variants carry Rainforest Alliance Certified Cocoa Quality certifications.
In order to avoid obsolete packaging and to mitigate waste, the new bottles will be phased in via a staggered approach throughout October and November.
The refresh will be supported by organic social content and paid digital marketing spend, as well as further amplification from striking, in-depot POS in the OOH channel. It will also benefit from the halo effect of Yazoo’s recent £3m ATL campaign, including a TVC that has been seen by approximately 67.6% of UK adults at least once.
Brand manager Maren Fuhrich says: “Sustainability has always been a key business focus for FrieslandCampina and we have robust goals to meet in our own sustainability programme, which aims to deliver against meaningful measures to reduce single-use plastics in our packaging. Globally, by 2025, we endeavour to have 95% of our packaging recyclable and/or reusable, whilst by 2050, we aim to be fully climate neutral. We all have a role to play in making the world a greener place, and with one in nine households purchasing a bottle of Yazoo, we’re in a great position to be drivers of change.
“The introduction of our refreshed design also falls in line with the end of our very successful partnership with Merlin Group, which saw Yazoo consumers being able to gain 2-for-4-1 entry on all packs. Consumers can redeem their tickets via our website until the date specified on their pack, but after a fantastic few years, we are saying thank you to our friends at Merlin and looking forward to the future brand partnerships that are in store for Yazoo.”
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