Four Campina Innovations Remain Successful
Campina regards distinctive products and product concepts as essential for the corporate brands to continue to add value to milk and dairy produce for consumers and clients.
23/11/06 Four Campina innovations that first went on sale in Dutch supermarkets in 2004 are among the Top 20 introductions that are still generating the highest turnover, two years after the launch. Together, they account for consumer turnover of more than EUR 20 million a year. This was shown by a survey conducted by market research agency IRI, published in the Foodmagazine trade journal.
The Top 20 list includes seven dairy products, four of them from Campina. Innovation is one of Campina’s strategic priorities. Campina regards distinctive products and product concepts as essential for the corporate brands to continue to add value to milk and dairy produce for consumers and clients. The roots of product developments in milk, dairy drinks, yoghurts and desserts lie in the international Campina Innovation development centre in Wageningen.
Less fat
Innovations in reduced-fat products are one of the priority areas at Campina. Campina’s strawberry and cherry flavour Optimel drink ranks seventh in the Top 20 list of 'lasting' innovations. According to IRI, this flavour of Campina Optimel, with no fat or added sugars, accounts for consumer turnover of EUR 6.7 million a year. IRI found that this new Optimel flavour only increased turnover: it was not realised at the expense of other flavours.
Campina 0% fat milk drink holds the eighth place in the Top 20 'stayers' list. Each year, consumers buy EUR 6.3 million worth of litre and half-litre packs of this milk drink, which contains no fat but does have the familiar flavour of semi-skimmed milk. Campina Goedemorgen Fruit ranks nineteenth on the list of successes with staying power. This breakfast drink with extra fruit realises an annual turnover of EUR 4.2 million, according to IRI’s figures. Turnover for fruit varieties of Campina Goedemorgen breakfast drinks has been realised over and above the existing turnover for these products. A Campina dessert innovation, Campina Zacht en Luchtig, holds the 20th place. This light custard is showing steady turnover growth. Dutch consumers now buy EUR 3.9 million worth of Campina Zacht en Luchtig each year.
Also in 2005
Four Campina products were also included in the 2005 list of Top 20 products that generated the highest turnover two years after their launch (in 2003). These products were Campina Optimel custard, Mona Vlatoetje custard dessert, red berry flavour Campina Optimel yoghurt and Campina Yoghurt en Vla (yoghurt and custard dessert).
