Ubley relaunches with new “Naturally Delightful” positioning and ambition to become leading nourishing brand in price-sensitive channels
British dairy brand Ubley is embarking on a major brand relaunch, bringing a new identity and proposition, reformulated recipes and product innovation to its growing range for foodservice and retail.
Rooted in the British countryside, Ubley brings together quality British milk and simple, honest ingredients to create yogurts that are nourishing, affordable and naturally delightful. The relaunch is designed to give customers across education, healthcare, care and hospitality a wider choice of great-tasting, nutritious and affordable yogurt options, with formats and flavours suited to different needs, occasions and budgets, alongside its retail presence in Lidl.
From October, Ubley yogurts will roll out with a colourful, eye-catching new design that brings its new “Naturally Delightful” positioning to life – combining affordability, nourishment and enjoyment. The range has also been reformulated, with recipes developed around simple, honest ingredients and enhanced nutritional credentials, helping foodservice customers deliver appealing everyday choices without compromising on value.
The transformation follows extensive qualitative and quantitative research into the needs and expectations of customers and consumers across Ubley’s key channels. The research identified three core brand pillars – nourishing, affordable and delightful – with natural ingredients, nutrition and value emerging as particularly important purchase drivers across healthcare, care and education.
Ubley’s range spans single-serve pots, Chef’s Pots, 1kg pots and multi-flavour packs, with formats and flavours tailored to different channels and occasions. Made with British milk, the range includes nutritionally targeted single-serve pots for healthcare, care and education, providing protein, calcium and vitamin D, alongside versatile Chef’s Pots for decanting or use as an ingredient, and accessible 1kg retail formats for family nourishment and sharing.
“Ubley has already demonstrated strong momentum, outperforming its category in an amalgamated wholesaler dataset,”*said Hannah Flannery-Cahill, Marketing Manager, Ubley.
“We wanted to build on that momentum with a much clearer proposition that captures what makes Ubley distinctive and reflects the needs of the people we serve.
“Our research highlighted the importance of affordability and nutrition, alongside simple, honest ingredients and great taste. We’ve brought those insights together in a complete brand transformation, spanning our identity and packaging through to our recipes and new product development.”
“We’re confident that our new proposition of naturally delightful, affordable and nourishing yogurt, combined with our bold new look and strengthened product range, gives customers even more choice when it comes to serving great-tasting, nutritious yogurt at an affordable price. Whether it’s in a healthcare environment, care home, school, or hospitality, we want Ubley to make it easier to provide appealing, nourishing options that meet the needs of both customers and the end consumer, while delivering value.”
Ubley is available from all leading wholesalers.
