Campina Product Launches Continue to be Successful

21/11/07 Five Campina innovations that were first introduced in Dutch supermarkets in 2005 are now – two years later — among the top 20 product launches that generate the highest sales.

Mona Boordevol, Campina VlaFlip, the meat alternative Campina Valess, Campina Vifit light drink and the mango-passion fruit variety of Campina’s Optimel drink together account for over EUR 42 million in consumer sales per year. This emerged from a study conducted by market research bureau IRI Netherlands that was published in the Foodmagazine trade journal.

Seven dairy products made the top 20. Five of these are made by Campina, one more than last year. The product ranges of Mona Boordevol, Campina VlaFlip and Campina Valess have been optimised in the past two years (new variations were added, less successful products were discontinued), and the innovations have become a fixed choice in consumers’ grocery baskets. Innovation is one of the spearheads of Campina’s strategy. The dairy company considers distinctive products and product concepts essential in order to continue adding value to milk and dairy for consumers and clients. This aspect represents an important contribution to the milk price for the dairy farmers who are the joint owners of Campina. To this end, Campina operates specialised international innovation centres.

Luxury
Luxury continues to be important to consumers and Campina has been a major provider of luxury dairy products for years. In the top 20 of products that are still going strong two years after their launch, Mona Boordevol (yoghurts and yoghurt drinks with plenty of extra fruit) came in second, with annual consumer sales of EUR 12.4 million. Campina (Dubbel) Vlaflip also scores high in this category with a fifth position; good for EUR 9.4 million per year in consumer sales.

Healthy
At Campina, the focus of innovation is on healthy products based on the natural richness of milk from the farmers who are the joint owners of Campina. A perfect example is the meat alternative Campina Valess, which took sixth place with annual consumer sales totalling EUR 7.7 million. Since its launch, the number of households purchasing meat alternatives has increased from 18% to 27%.

Low fat is another important spearhead for Campina. In the top 20 products with staying power, Campina Vifit yoghurt drink light comes in 9th and Campina Optimel mango-passion fruit drink takes 13th place. According to IRI’s calculations, Vifit yoghurt drink light is good for EUR 7 million in annual consumer sales and this Campina Optimel variation – without added sugars – accounts for EUR 5.8 million in consumer sales a year.

In 2006 too
Last year, too, Campina was strongly represented in the top 20 of products that generated the highest sales two years after their launch (in 2004). Four items made the list, namely Campina Optimel Drinks strawberry-cherry, Campina Goedemorgen Fruit, Campina Zacht & Luchtig and Campina 0% milk drink.