With a longstanding presence in the dairy category, Dairy Farmers was perceived as mainstream. There was an opportunity to reposition the Thick & Creamy sub-brand as a richer, more luscious yoghurt that could retain the essence of the country but also be a new player in the gourmet yoghurt category.

A new design that reflects the brand’s 5 star rustic sophistication. Elevated taste, texture and creaminess, the intersection of country charm and city chic.

Dairy Farmers Thick & Creamy exceeded expectations and grew to claim a 20% share of the segment.