Yazoo debuts new look with sustainable packaging

Leading flavoured milk brand Yazoo has unveiled fresh packaging across its core 300ml, 400ml and 1L portfolio.

Making a splash onto the grocery and convenience scene from October, the bold new look dials up Yazoo’s taste credentials with elevated visuals that stand-out on shelf and empowers consumers to make choices that are both delicious and sustainable.

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.

On a mission to make recycling on-the-go even simpler, Yazoo’s updated bottles are made from 100% recycled PET (r-PET), meaning that every part of every bottle, besides the sleeve and cap, has been made with plastic that has not only already been recycled but can be reprocessed once again to produce new bottles, turning waste into opportunity.

To make this possible, Yazoo has replaced the previous sleeve with a new perforated sleeve, with an easy pull tab – a small change with a big impact. Likewise, Yazoo’s redesigned bottles feature tethered caps to help reduce littering and support ease of recycling.

“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,” Maren Fuhrich, brand manager at Yazoo, said.

“Globally, by 2025, we endeavour to have 95 per cent 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 1 in 9 households purchasing a bottle of Yazoo, we’re in a great position to be drivers of change.”

The distinctive Yazoo logo and instantly recognisable colourway will remain on-pack, as will the Rainforest Alliance Certified Cocoa Quality certification(s) across Chocolate and Choc Mint variants, whilst the new bottles will feature an on-pack ‘high in protein’ splash. The brighter colours make it even easier for shoppers to navigate the drinks fridge and spot Yazoo in-store.

The eye-catching 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 per cent of UK adults at least once – and counting!

“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,” Fuhrich added.