We are developing a plant-based yogurt to extend our dairy brand. How do we position our products so the plant-based yogurt is viewed as neither a lesser option for non-dairy eaters who have no alternative, nor as superior to dairy? We hope the same consumers will buy both styles to enjoy at different times.”
—Scott and Merissa DiGiustini, owners, Tree Island Gourmet Yogurt, Courtenay
THE SOLUTIONS
1. Tree Island has built its brand around values: delicious products with non-traditional flavours made with super-high-integrity ingredients that are as local and sustainable as is possible. There is no reason this approach needs to change as they take on the non-dairy category. “The trick is not to position it as an alternative but rather as a product that is totally awesome in its own right. If you take a look at the ice cream category, you will notice that in the past year or so, Häagen-Dazs, Ben & Jerry’s and Breyers have all launched non-dairy versions of their most popular flavours. And the perennial favourite in the non-dairy dessert category, Luna & Larry’s Coconut Bliss, has built a cult-like following as an ultra-decadent dessert. I don’t feel like there is a huge risk of negatively impacting their current line, and if Tree Island applies the same high standards and ingredient integrity, and the result is as delicious as their dairy yogurt, I think they will do just fine.”
—Brian Saul, co-founder and creative director, Fluid Creative, Vancouver
To read the rest of the story, please go to: BC Business
