West Australian dairy company Brownes Dairy has extended its yoghurt pouch range with four new flavours, working with Sydney design agency Boxer & Co for a refreshed packaging design for the range.
Local pouch supplier Scholle IPN provided the pouch packaging, which uses a 3-ply laminate for the film structure, while the spout and caps are HDPE. It has a matte print finish.
Brownes Dairy updated the look across its existing range to appeal to older kids, as well as to help differentiate the brand from the crowded pouch space on shelf, said Brownes Dairy senior marketing manager Nicole Ohm.
“We launched our Brownes Dairy Minis pouches range back in 2017 and they have served us well. However, in the last few years, the pouch space has become increasingly crowded,” Ohm told PKN.
“A multi-pronged fresh approach was needed. Taking learnings from the confectionery and ice cream categories, we let our imaginations run wild with a range of flavours, which, thanks to our in house focus group, The Real Housewives of Brownes Dairy, we whittled down to a manageable range.
“We launched Bubblegum in October 2019 as a ‘test’ to see whether these flavours would take off. Within three months, it was our best-selling pouch in Woolworths.”
Ohm said that the Brownes Dairy team learnt that by the time a child reaches Year 2, they are more particular about what they have in their lunchbox, where “a Wiggles or Disney pouch just isn’t cool enough anymore”.
“We’ve created designs and flavours that extend the usage occasion by a few years. This has been rigorously tested on lots of children, with some of the early senior school girls loving the Unicorn Tutti Frutti pouch,” she said.
The pouches can also be recycled through REDcycle to extend the product lifecycle and rework the composite material and prevent it from going to landfill.
“We are keen to take every possible step we can to minimise our footprint. The pouch format is challenging as by its very nature, it is made up of separate and differing materials required to maintain the integrity of the product,” said Ohm.
“Thankfully, technology is forever evolving and there may be an even more environmentally friendly solution on the market in the next 18 months. We are definitely watching all such developments very closely.”
The new Brownes Dairy pouches are available at WA Woolworths and IGA stores, as well as via the company's newly launched www.homedelivery.brownesdairy.com.au.
