Leading breakfast yogurt brand Nomadic Dairy has announced the launch of a new Chocolate and Vanilla Breakfast Bircher.
The new flavour joins the existing Blueberry flavour.
With breakfast the fastest-growing sub-category in adult yogurt, the market leader bets big on both flavours.
“With the breakfast occasion being the key contributor to growth in the yogurt category, this new flavour will help drive both value and volume for retailers – crucial at this difficult time,” commented Tom Price, head of marketing and innovation at Nomadic.
Nomadic, which has a 69 percent share of breakfast occasions in adult yogurt market (IRI), also plans to expand the usage of its products.
“While bircher’s traditionally been a breakfast option, we’re confident we can widen its usage beyond – just like yogurt. That means mid-morning and afternoon snacking, where it’s a nourishing choice to keep you going through the day,” Price added.
The pots are a great source of protein, with rolled oats soaked in Nomadic’s live yogurt and then, for the new flavour, combined with vanilla and chocolate for a balanced breakfast or snack.
Both products, priced £1.35 per 150g pot, will be available at Co-op, Nisa and Costcutter stores nationwide.
The launch follows the company’s major rebrand in late 2019 and its ditching in March 2020 of 240 tonnes of plastic packaging.
